chapter  7
22 Pages

Advertising and the media

Advertising is a source not only of extra revenue for media owners but also of extra costs. The costs of gaining advertisers in a publication can be prohibitive to a new medium. Media owners need to promote heavily to keep ratings up. TV has increased public relations and on-air marketing of programmes, heavily selling bonk-busters such as The Camomile Lawn, to generate tabloid newspaper interest. Hiring a salesforce, advertising to advertisers in the trade press, producing documents such as media packs and running conferences and exhibitions and awards, as well as a separate production team to produce the ads —these are all substantial costs to media owners. Radio, cinema and TV contractors provide material for local advertisers to produce commercials.