Newspapers struggle to generate income in times of dwindling audiences and growing competition. This study investigates income-generating strategies from a critical political economy perspective and intends to show the possible impact of such strategies on the independence of a publication. The study explores how the relationship between news executives and the advertising sector is, in some cases, changing to play into the hands of the latter as the print media struggles to keep publications alive. This research has been undertaken with specific reference to Geld, a personal finance magazine which is published bi-monthly inside the Afrikaans Sunday newspaper Rapport. The research specifically seeks to answer the following questions: . What strategies and factors have contributed to the financial success of Geld in its present form? . What implications do these strategies to attract advertising have for the journalistic operating approaches of the publication? . How do these strategies contribute to changes in media organisation and culture, as well as to aspects of content?