Ketergantungan Media Massa Terhadap Iklan (Studi Kasus Koran Bengkulu Ekspress

Abstract

This study examines the dependence of mass media on advertising, taking the Bengkulu Ekspress newspaper as the research subject. Advertising serves as the main source of income for print media, directly influencing operational sustainability, news production, and distribution. This research employs a qualitative descriptive method using observation, in-depth interviews, and documentation. Key informants include the General Manager, Advertising Manager, and personnel staff of Bengkulu Ekspress. Findings reveal that advertising contributes to more than half of the company’s revenue and is essential to sustaining media operations. The dominant types of advertisements are cooperative ads, event publications, and business promotions, which support financial stability and long-term partnerships. In responding to digital competition, Bengkulu Ekspress adapts by developing a digital newspaper version, improving advertiser services, and expanding its online presence. This research supports Niche Theory, which argues that media must adapt to environmental changes and market demands to survive.