"The advertising market in Albania is relatively small, especially in regard to the large number of media that exist in the country. The market clearly favours televisions, which receive the lion’s share of the advertising. While the print media is in continuous decline, online media’s advertising share has increased significantly, even though the role of the television in absorbing advertising funds is as strong as it has ever been. The radio continues to have its own small, but consolidated niche in this advertising market. The transparency in the media market in Albania continues to be low; both in terms of measurement of audience on one hand, and, consequently, on the criteria used to allocate advertising, on the other hand. Similarly, the strengthening of new actors in the media scene, such as advertising agencies, and partner companies of the media outlets, further complicates the range of factors that affect media outlets’ economy. As a consequence, in the absence of a powerful advertising market or the alternative tools for economically supporting the media, all of these factors to some extent affect also the editorial policy and media content served to the public." (Conclusion, page 53)