ABSTRACT
This chapter explores the revenue-generating activities of the media. It discusses three kinds of strategies the newspapers have adopted in order to raise new revenues. The first is to reorganize the internal structure to make way for raising new revenues. Typically, editorial and business departments have been merged into sections charged with producing both newspaper content and advertising revenue and which have typically been set explicit revenue targets. The second has been a heavy stress on non-news gathering activities, including trading favorable coverage for advertising and using the newspaper to develop other non-news business. Third, journalists have been encouraged to adapt to business roles and undertake directly commercial tasks. It argues that these strategies have led to the erosion, and sometimes complete removal, of the firewall between the journalistic and business goals of the newspapers, in addition to the reorganization of news production and changes in the role of the journalists.
