Keyword : Advertising, Media Survival, Media, Covid-19, Revenue
Author(s) : Mercy I. Obichili, Ijeoma A. Ikwueze & Joel Asogwa
Abstract :
The COVID-19 pandemic has disrupted activities in every industry. For the media sector, coronavirus creates both opportunities and challenges. The impact of the pandemic on the media industry was swift, hitting the advertising revenues that were keeping the already fragile organizations afloat. This study was designed to examine the impact of Covid-19 pandemic on survival ability of private media houses. This study adopted In-depth Interview research method to generate data from 10 staff of different media houses. The key objective of this study was to examine the ability of media houses with limited adverts to survive during the first wave of covid-19 pandemic. Findings showed that the selected media houses were at a loss as a result of limited adverts during the first wave of Covid-19. The study recommends that media houses should develop an economic strategy where they save or invest in other activities or sectors in order to avoid a total shutdown during a similar pandemic
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