Unlike books that rely on, “Direct sales to consumers,” (Vivian, The Media of Mass Communication) media companies rely on a great deal of advertising dollars. John Vivian, author of The Media of Mass Communication, writes, “Commercial television and radio, which dominate the U.S. broadcasting industry, depend solely on advertising” (Vivian, The Media of Mass Communication). Interestingly enough, media companies have had to restructure their strategy in attracting advertisers with the birth of the Internet. Vivian states, “Readership losses, largely to the Internet, eroded confidence among advertisers in whether their ad budgets were being spent wisely in newspapers and magazines” (Vivian, The Media of Mass Communication). In response, media companies have had to make strides in creating alternative outlets to access their media content i.e. the Internet. We have seen magazines, newspapers and television programs adapt to online mediums such as virtual magazines and streaming television programs. The growing trend in Internet usage has forced media companies to evolve and modify their once successful business model. The bottom line is, the almighty advertising dollar drives business operations in media companies. If these companies fail to attract advertisers while meeting the needs of the consumer, they will soon collapse. As John Vivian states, “Who pays the bills?” (Vivian, The Media of Mass Communication). The question, although quiet simple, is a question that media companies must ask themselves. Economics do drive media companies, as advertisers will ultimately decide the fate, financially speaking, of these companies.
Vivian, John. The media of mass communication . 9. ed. Boston, Ma: Pearson/Allyn and Bacon, 2009. Print.
-Patrick Morgan
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