IMPACT OF ADVERISEMENT REVENUE ON MEDIA SUSTANABILITY
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IMPACT OF ADVERISEMENT REVENUE ON MEDIA SUSTANABILITY
ABSTRACT
The study evaluated the impact of advertising on media sustainability, using the Guardian newspaper as a case study, as the daily relies on advertising revenue to operate. The study followed the gatekeeper hypothesis of mass communication.
It employed content analysis to generate data. The findings reveal that advertising has not only become an essential component of man’s sociopolitical and economic existence, but it has also expanded as a corporate activity and a profession.
It has become a conscious everyday action and experience that no one can ignore, whether they are practitioners, advertisers, or consumers. When newspapers flourish financially, it is because they understand their value as advertising media.
Because advertising is the primary source of revenue for media companies, most newspapers today rely on advertisements to maintain a meaningful and lucrative existence.
The report advises that newspaper organisations try to consolidate on advertising revenue in order to stay viable. Newspaper organisations should maintain strong ethical standards when selecting advertisements for prohibited products such as alcoholic beverages, cigarettes, and so on.
Advertisements should not impair media objectivity in news reporting. Newspaper organisations should hire experienced employees to drive the development of advertising revenue.
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