INFLUENCE OF ADVERTISEMENT IN SUSTAINING MASS MEDIA IN NIGERIA

The study examined the influence of advertisement in sustaining mass media in Nigeria, using OSBC and Punch newspaper as case study. 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. Critical reviews to related literature were …READ MORE …