Abstract:
The media rely hugely on advertising revenue to generate income. This paper examines influence of
advertising on the economy of National Radiance newspaper. The paper utilized the survey research design
with oral-interview as instrument for data collection. Findings from the study indicate that advertising is a
major source of revenue that boasts the economy the paper, further findings indicate that the major sources
of adverts for National Radiance newspaper are direct contact with advertisers and the government,
findings also indicate that the challenges of National Radiance newspaper in sourcing for adverts includes
unwillingness of advertisers to place adverts in the paper since the circulation area of the paper is basically
Benue State and lack of competition on the part of marketers in the state. The paper concludes that
advertising is the life wire of economy of media organizations and the major source of revenue used to
sustain the National Radiance newspaper. The paper thus recommends that the publisher of National
Radiance newspaper should place value on advertising as a major source of economy for the paper, devise
online strategy of sourcing for adverts in addition to direct contact with advertisers as well as employ
persuasive strategies as tool to get advertisers advertise their goods and service as a sure way to further
boast the economy of the paper.
