Abstract

This paper presents the results of two correlative empiric studies in which the author analyzes the role that advertising had in creating new forms of press in the late 20th century -free printed press and online press- and how these related to elements of journalistic design. The first study confirmed the central role that advertising has had in the creation of the free printed press and online press. The second study showed that both types of press have used journalistic elements in a similar way, by integrating the advertising component in page design. This research shows up the change it is happening in the press in relation to unpaid contents, with a clear bet to advertising content as opposed to news and its implications to the advertising sector.