ADVERTISING AS A REVENUE LIFELINE FOR PRIVATE MEDIA: A STUDY OF SLEEK FM AND TREND FM
Abstract
This study investigated advertising as a revenue lifeline for private media, using Sleek FM and Trend FM as case studies. Anchored on the Political Economy of the Media Theory and Revenue Maximization Theory, the research adopted a survey method to gather data from media professionals and management staff of both radio stations. The findings revealed that product promotion advertising dominates the airtime of both stations, accounting for over 60% of aired advertisements. Economic instability was identified as a major challenge limiting advertising support, while flexible payment plans, discounts, and promotional packages were highlighted as key strategies used to attract and retain advertisers. Furthermore, the study found that advertising revenue plays a significant role in sustaining operations, especially regarding staff and freelance payments. The study concludes that advertising is essential to the financial viability of private media. The study recommended that private radio stations should diversify their revenue sources beyond traditional advertising.
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