Bush pays black TV show host to promote policies

From USA Today:

Seeking to build support among black families for its education reform law, the Bush administration paid a prominent black pundit $240,000 to promote the law on his nationally syndicated television show and to urge other black journalists to do the same.

(Found on The Drudge Report and Vox Popoli)

Where to begin with this? Your president also spent a huge pile of dough to propagandize (yes, propagandize) Social Security prescription benefits to seniors. Why on earth does the government need to advertise?