Abstract:
Newspapers are operating in a changing media environment where commercial pressures have
in some cases diluted the information, education and publicity functions of traditional
journalism. This research report looks at strategies to attract advertising at publications and the
impact of these strategies on journalistic operating approaches, media organisation and
culture as well as certain aspects of content, with specific reference to the personal finance
magazine Geld, which is published as part of the Afrikaans Sunday newspaper Rapport.
The research question is framed in the context of a concern in media studies and the South
African media publishing environment about increasing commercialisation and its effect
on the role of journalism in society. I employed the research methods of content analysis,
quantitative and qualitative, and in-depth interviews to explore the subject.
