There are some anglers who do get their bait for free but these will only be the top 10% or so.
Most anglers who do articles for mags get their bait at trade prices which works out at roughly half price I believe.In return for this they have to don their 'mainline' hat every time they have a picture taken with a fish and mention the manufacturer at every opertunity.
These anglers are sponsored by the companies.
At the end of the day, even at trade prices I couldn't afford to put 40k in at a time