M.Comm. / Barter trade, the oldest form of exchange, is resurging in the 21st century. The traditional association of barter trade with undeveloped economies and economies in crisis has changed. Businesses and countries are realising the mutual benefits that can be derived from exchanging goods/services directly. The advent of the Internet and advances in information technology has transformed barter trade into a strategic business tool. Barter trade is especially prevalent in the media industry owing to the ‘perishable’ nature of media inventory. Studies in developed countries have researched the growth of barter trade and its related benefits, difficulties and associated attitudes. No comparable studies were found for South Africa and therefore the primary objective of this study was to establish the extent to which barter trade was utilised in the media industry in South Africa and its associated benefits, difficulties and management practices.