ABSTRACT

The bottom line of media is advertising. With the exception of public television and radio, most network and local broadcasting and cable television are virtually 100% dependent on ad revenues for financial support. Newspapers typically derive around 70% of their revenue from advertising. Magazines sometimes sell subscriptions below cost simply to raise the readership rate to allow them to charge higher advertising rates. The Internet is increasingly dependent on advertising revenue for support. Everything in

media except advertising costs money, whereas advertising brings in all the money. This simple fact explains much of the content of the media. Ultimately it is the advertiser, not the audience, who must be pleased.