ABSTRACT
The study examined the impact of
advertising in sustaining the Nigeria mass media industry with a case study of
OSBC and Punch newspaper. Without doubt no mass media can survive without the
availability of commercials or advertisement to generate revenue for the
running of the mass media. In fact, private broadcast media is not different to
that of private industry which is establish with the objective of making
profit. Therefore, for mass media industry especially broadcast organizations
to make money and to survive in the long run, they must have constant sources
or streams of revenue. Revenues come from sales of air time in the case of
broadcast media and space in the case of newspaper, announcements /
advertisement e. t. c. Also, it is identified that geographical location do
affect the number and price of commercials they generate on a daily basis. Mass
media located in Lagos will have commercials more than one located in Eripa,
Osun state. In short the economy of an environment tells on the commercials of
mass media. It is
recommended that broadcast media should not because of it efforts in surviving
engage unnecessarily in commercializing most of their airtime and space. More
companies should be established in the country to increase the number of commercials
in the country through which mass media can get most of their means of
surviving. The researcher used survey method and questionnaire to collect
necessary data from the selected respondents within OSBC and the Punch
newspaper.
