ADVERTISING AS A SURVIVAL STRATEGY FOR MASS MEDIA ORGANIZATIONS (A STUDY OF SPLASH FM)

The mass media industry has experienced significant transformations in recent years due to technological advancements and changing consumer behavior. As traditional revenue streams decline, mass media organizations are increasingly relying on advertising as a survival strategy. This study focuses on Splash FM, a prominent radio station, to examine how advertising plays a crucial role in sustaining mass media organizations in the current media landscape. The research utilizes a mixed-methods approach, combining qualitative interviews with key personnel from Splash FM, audience surveys, and content analysis of advertising strategies employed by the station. The primary objective is to analyze the effectiveness and impact of advertising in supporting the financial sustainability of Splash FM. Through qualitative interviews, key stakeholders from Splash FM will provide insights into the station's advertising practices, revenue models, and challenges faced in the industry. Audience surveys will gather data on listener preferences and perceptions of advertisements aired on Splash FM. Additionally, a content analysis will be conducted to evaluate the types of advertisements aired, their frequency, and target audience. The findings of this study will contribute to the understanding of how mass media organizations adapt to changing market dynamics through advertising. It will shed light on the strategies employed by Splash FM to attract advertisers, generate revenue, and retain audience engagement. The study will also explore the potential limitations and ethical considerations associated with increased reliance on advertising in mass media organizations. This research is significant as it provides valuable insights into the survival strategies of mass media organizations, specifically focusing on Splash FM. It will offer practical implications for other mass media organizations facing similar challenges, informing them about effective advertising practices and strategies for financial sustainability.