The Impact Of Adverisement Revenue On Media Sustanability A Study Of Vanguard Newspaper

 ABSTRACTThe study investigated the impact of advertising on media sustainability using the Guardian newspaper as case study, since newspaper depend revenue from advertisement to run the organization. The study adopted the gatekeeper theory of mass communication. It used the content analysis to generate information. The findings show that advertising has not only become an integral part of man’s socio-political and economic life, but has also grown both as a business activity and as a profession. It has become a conscious daily activity and experience which man cannot ignore whether as pr…