Abstract

A Study on Advertising in the Newspapers published in the Satellite Cities of Seoul

Kim Hwan-Ki(Major in Advertising Dept. of P.R, & Advertising Graduate School of Journalism Mass Communication Kyunghee University, Seoul)

Korea experienced some dramatic changes in journalism in the second half of the 1980's as it went through revolutionary reorganizations in political and social arenas. For one, the number of newspapers licensed by the government literally surged during the couple of years following the decision by the government to deregulate the business.

The emergence of many new newspapers is a positive sign of argumented freedom of press in Korea. However, it has accompanied a serious price: over-competition among the newspaper publishers over limited advertising orders. The rupture in the delicate balance between supply and demand in the area has actually threatened the survival of many local newspapers.

The situation is worse for newspaper published in the satellite cities of Seoul: they have no other source of revenues but subscription and advertising.

Against such backgrounds, this study has tried to look intro the `situation of the newspapers published in the satellite cities with the focus placed on how advertising is marketed by the press and what particular problems are involved in the process-.

The conclusion is that the newspapers are actually involved in some inappropriate practices, like transferring reporters to the department of advertising, and that the press is poorly run in the management perspective. The employees of the local press, including some reporters, are required to gel involved in its financial mBnagement which can hardly termed as desirable. Instead of reporters getting involved in the marketing of ad spaces, a more rational wary should be instituted

As to the major ad sponsors, this s%6y has discovered that the most important one is local government agencies advertising government policies and launching campaigns like fire fighting, environmental protection and charity for Boor children. Another serious problem the fact that "anonymous" advertising is being practiced by the publishers.

Finally, the reason why this study wouild like to draw attention 13 these fundamental problems· is that they should be resolved immediately so that the provincial media can meet the expectations of the general public to play a more constructive futuristic role for the benefit of the entire Koreans: unless they are tackled soon enough, the newspapers in the satellite cities of Seoul will continue to face problems in fi ding a place in the local media, let alone problems in fulfilling its original mission of a messenger of information to the public.