The study – Media coverage of advertising news – itself is an interesting and thought provoking idea. The impact of the printed word is relatively high in India vis-a-vis electronic media. People's feedback on ads is either non existent or delayed. The subliminal values promoted by ads on attitudes, lifestyle and socio - cultural value system largely go unreported. The study revealed a strong positive correlation between the frequency of advertising news (A.N.) and circulation of newspapers. It concludes that in light of advertising's indispensable role in maintaining media's financial health and growing stress on consumer's economy, advertising news should get proper share in the print columns so that it forms the agenda of public discussion.
