In this case, the defendant was selling videos of dog fights. He was not out trying to create awareness of animal cruelty. Here's a quote from an older story about this:
"Stevens was convicted in January of three counts of selling depictions of animal cruelty. He never denied selling tapes like "Pick-A-Winna," on which he described dogfighting like a sportscaster calling a televised boxing match".
Here's the link....
Pet-Abuse.Com - Animal Abuse Case Details: Selling dog-fighting videos - Pittsville, VA (US)