ABSTRACT
Advertising has been a major revenue resource for media industries. From broadcasting to newspaper to social media, advertising is always significant for their operation. Advertising and old media, including broadcasting, have depended on each other. With the development of the Internet, however, the situation has gradually shifted because advertisers have changed their major outlets from traditional media to the Internet. The rapid growth of new media, including social media, such as Facebook and Twitter, has further shifted the traditional relationship between media and advertising. While old media have experienced a substantial decrease in advertising revenue, social network sites (SNSs) and user-generated content (UGC) outlets, including YouTube, have enjoyed increasing revenues from advertising in the early 21st century.
