IMPACT OF ADVERTISEMENT REVENUE ON RADIO SUSTAINABILITY (A STUDY OF TNT 102.5 FM AND OKIN FM 105.7 FM, OFFA, KWARA STATE)

ABSTRACT The sustenance of business enterprises through alternative revenue sources has received increased attention as a critical element of media management and entrepreneurial strategy in recent years. Revenue diversification consciousness, thus, represents the hallmark of good process and entrepreneurship. The purpose of this research is to examine the impact of advertisement revenue on radio sustainability. Advertising is a vital service upon which media entrepreneurs and managers can rely for revenue. It also reveals why television networks receive the majority of their revenue from advertising. The research adopts the survey method and primary data were collected by means of a well-structured questionnaire. The population was twenty-five staff of Okin-(105.7) FM, Offa, and thirty-two staff of TNT, (102.5) FM, Ijagbo, Kwara State. The study established that most media houses are financed by advertising income. It also discovered that radio networks focus their programmes on all possible audiences with the consideration in mind that the bigger the audience the higher the likelihood of capturing and selling air time to potential advertisers. The study then concludes that radio advertisement is one of the key platform during the 21 st century. Despite the stiff competition it has experienced with other types of advertisement that, as a result, have diminished its market share, its own population is still quite huge. It is thus crucial that the platform devises perfect methods of remedying their shortcomings at the same time exploiting their strongholds. The study also suggests that the services associated with advertising should be prioritized the most as they are beneficial compared to the drawbacks.