The SAGE Key Concepts series provide students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension. Key Concepts in Journalism offers a systematic and accessible introduction to the terms, processes, and effects of journalism;a combination of practical considerations with theoretical issues; and further reading suggestions. The authors bring an enormous range of experience in newspaper and broadcast journalism, at national and regional level, as well as their teaching expertise. This book will be essential reading for students in journalism, and an invaluable reference tool for their professional careers.


Revenues are crucial to newspapers, magazines and commercial broadcasting media. They provide a large part of the income of these media and, in the case of newspapers and magazines, offset the purchase cost for the consumer. Tabloid newspapers receive approximately 30 per cent of their income from advertising while for broadsheets it rises to 70 per cent (Baistow, 1985: 33). The figures for local daily (60 per cent) and weekly newspapers (80 per cent) are similarly high while local free newspapers are wholly reliant on advertising revenues for their income (Franklin, 2005).

Levels of advertising expenditure in UK media are considerable and expansive. In 2002, advertising revenues for UK media totalled £13,666 million. Television digested the largest portion (26 per cent or £3553 million) of ...

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