Teasing out the influence of big advertisers on editorial content in Tanzania print media

Striking right balance between media as a business and as a calling is tricky endeavor as media organisations report on and depend on big advertisers who overtly or covertly influence editorial direction. In attempting to tease out the influence of big advertisers on editorial content of the Tanzania print media, the present study focused on five widely read but philosophically diverse newspapers. In-depth interviews were conducted with media managers/editors from the five newspapers Mwananchi, Majira, Tanzania Daima, The African and The Guardian-to examine the attitude of these media managers towards reporting on big advertisers that were identified as Vodacom, Airtel, and Tigo. The study also involves content analyses of the July 2010 to June 2013 editions of these newspapers to determine how news stories on these big advertisers were framed. The studys findings indicate that news stories on these big advertisers and negatives “editorial independence” due to the medias dependence on big advertisers in spite of managers claims that their primary loyalty is to the public. Based on these findings, it is recommended that media professionals abide their codes of conduct in order to increase credibility of their media organisations attract audi lences and as a corollary advertising revenue. Further research on the framing of stories on big advertisers and worship is also recommended.