Does advertising influence the print media

Abstract

Abstract provided by author:

The first chapter gives a brief introduction and background on newspapers, its operations and the costs involved in relation to advertising. It also provides the reader with information on what has so far being done in guarding against the influence of advertising in print meida. Also the chapter gives a brief overview on the establishment of the Namibian newspaper, the problems it experienced during the inception period, as well as some details on the readership of the paper

The following chapter mainly concentrates on providing a theoretical framework to the reader, by focussing on previous information, that deals with the influence of advertising on print media. The section reviews existing literature on the subject to find out what has been done so and what still needs to be done

Chapter three outlines the research process, from the methods that were used to the actual data collection process and how the data collected was analysed. The findings of the study are briefly then discussed before recommendations, which amongst other things, include the development of an advertising policy for the Namibian newspaper are suggested

In conclusion, the paper looks at both sides of the coin when it comes to the influence of advertising on the print media, weighing the benefits and losses that advertising may have to you - the reader