ABSTRACT
The study investigated the impact of advertising on media sustainability using the Guardian newspaper as case study, since newspaper depend revenue from advertisement to run the organization. The study adopted the gatekeeper theory of mass communication. It used the content analysis to generate information. The findings show that advertising has not only become an integral part of man’s socio-political and economic life, but has also grown both as a business activity and as a profession. It has become a conscious daily activity and experience which man cannot ignore whether as practitioner, advertisers a consumer. When newspaper prosper financially, it is because recognize their worth as advertising media. Being that the major source of revenue for media houses is advertising presently most newspaper depends on advertisements for their construed meaningful and profitable existence. The study recommends that Newspaper organization should endeavour to consolidate on advertisements revenue to keep the organization afloat. Newspaper organization should maintain high ethical standard in the selection of some advertisement on illicit product such as alcoholic drink, cigarette etc.
Advertisement should not affect media objectivity in news reporting. Newspaper organization should employed experience staff that will drive the generation of advertisement revenue.
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