That inspired Mr. Mandese to predict "the first deal for an advertiser to trade equity to a network specifically for a Super Bowl spot."

Mr. Willse's approach has been different in a fundamental way: he is seeking to work with the unions in a partnership to reshape the paper into a profitable business over the next several months, trading equity for concessions.

One obvious alternative to selling stock is to trade equity and some of the fruits of the company's technology for money from a large corporate partner.

In some small buyouts, the founding family wants to raise cash - either to expand or just to enjoy - and is willing to trade equity for liquidity.

Until we collectively realize that we're trading equity for consumables, there doesn't seem any hope for change on the horizon.

In addition to investing in Internet start-ups, Wit has helped companies trade equity for promotion.

Apollo Investment Corporation is a US-domiciled publicly traded private equity closed-end fund and an affiliate of Apollo.

Individuals or firms trading equity (stock) on the stock markets as their principal capacity are often called stock traders.

Dealers who trade Leslie Fay's debt and equity also said that Fidelity was trying to sell out of its interests in the company.

Tickets to the conference cost between $850 and $1,100 - although impoverished startup founders could choose to trade equity in their company for their ticket.