Lack of Advertising, the Biggest Challenge to Media Survival in Algeria

Abstract

Abstract: There is no doubt that the media relies heavily on revenue from advertising to balance their budgets. In Algeria, the media find many obstacles in obtaining advertisements due to the state’s monopoly on distributing advertisements to media institutions, and the weakness of the economy has further complicated the problem. The media in Algeria has become less free, as it has lost the narrow margin that was granted to it by the 1989 Constitution after the severe political crisis that the country witnessed during the last decade of the twentieth century. Since the beginning of the third millennium, the Algerian media has been facing a new kind of challenge represented by the influence of the power of money. However, the emergence of new technologies led to the emergence of alternative media, which is credited with ending the state monopoly through social media networks that enabled the marginalized to express themselves more freely. Keywords: advertising, old media, audio-visual, social networks, digital journalism.