No.1 Mass Communication Project Topics and Materials

CHALLENGES OF NEWSPAPER CIRCULATION IN NIGERIA

(Last Updated On: 14th December 2022)

ABSTRACT: Newspaper circulation is gradually on the decline with newspapers organizations now sold fewer copies daily. The problems are not far-fetched as the majority of Nigerian readers are poor in reading and financing, thereby finding it difficult to buy a copy of the newspaper at the rate of 150-200 naira daily. They resulted to look for a newspaper stand to read free or pay just a token amount of 20 to 50 naira to read as many newspapers as possible. Another contributing factor is the fact that people can now read news on a daily basis online. The  study was anchored on Uses and Gratifications to give more depth to the study. The study employed a cross-sectional survey research method to elicit data from the respondents while questionnaire was an instrument to collect data. One hundred and twenty respondents (120) were drawn through non-probability sampling method ( purposive sampling). Findings show that majority of the respondents attributed high level of illiterate and cost of newspapers as major reasons for poor newspaper circulation and buying while many submitted that the price of newspapers is the reason for poor purchase among readers. It is recommended that the government should increase the salary of workers so that the majority of them can afford to buy at least a copy of a newspaper every day.


Keywords: NEWSPAPER CIRCULATION

CHAPTER ONE

1.0       Introduction

1.1       Background to the Study

A newspaper is a scheduled publication containing news of current events, informative articles, diverse features and advertising. It usually printed on relatively inexpensive, low-grade paper such as newsprint. Akinrosoye (2011) says, newspaper is “an unbounded, printed publication issued at regular interval which presents information in words, often supplemented with photographers”.

The great importance of newspaper as a mass medium derives from its role as a carrier of current information or news. This is a role which the newspaper has played from its very inception. It is also a role which it plays much better than any other mass medium. 

On the other hand, there is an astronomical increase in newspaper circulation worldwide, with 2.3 per cent increase recorded in 2006 and 9.8 per cent increase in five years, with corresponding increase of 7.89 per cent in Nigeria within the same period. However, local observations are that most Nigerians do not read newspapers. For instance, a survey conducted by. Afrobarometer in 12 African countries, including Nigeria, in 2003 indicates that only 13 per cent of the sampled population professes to read a daily newspaper (Afrobarometer, 2003).

Another survey, by the National Population Commission in Nigeria reveals that most Nigerians neither buy nor have access to newspapers, while newspaper readership is generally low in all zones in the country. However, a survey by the “World Bank in 2002 (quoted in http:/ /population.gov.ng) reveals that media exposure in Africa is often collective with many users crowding round television, blogging, visiting websites, busy on social network or sharing a single newspaper.

This practice is common in Nigeria, with the prevalence of the free readers’ club where people pay a token to read as many newspapers as they wished or borrowing from kin, workmate and peers.

Burton (2002) contends that media workers are mainly concerned with how their managers see what they have produced, rather than looking at national audience commanded by their newspapers. Thus, circulation figures will only make meaning to the owners and fund providers of the newspapers and perhaps the readers who are influenced by what they produce as well as advertisers who need such information in their media planning for marketing purposes.

As a result of the aforementioned facts, the research aims to examine the impact and challenges of circulation in newspaper production in Nigeria using Nigerian Tribune newspaper as a case study

1.2       Problem Statement

It is a common phenomenon that majority of Nigerian newspaper readers are poor thereby finding it difficult to buy a copy of newspaper at the rate of 150 naira each and if they are to buy two newspapers, it will cost them 300 naira daily therefore, i.e 300 x 30 = 9000 in a month.

However, because of their financial capacity, they resort to looking for a newspaper stand where they can read freely or pay just a token amount of money such as 20 to 50 naira.

Other contributing factors is the fact that people can now read newspapers on a daily basis on internet as newspapers houses now available online. 

Therefore, the research investigates the impact and challenges of circulation in newspaper production in Nigeria using Nigerian Tribune newspaper as a case study.

1.3    Objectives of the Study

  1. To examine factors responsible for poor newspaper circulation in Nigeria.
  2. To determine the effect of free readers’ activities on sales volume and circulation of Nigerian Tribune newspaper.

1.4   Research Questions

  1. What factors responsible for poor circulation in Nigerian Tribune newspaper?
  2. What are the effect of free readers’ activities on newspapers sales volume and circulation of Nigerian Tribune newspaper?

1.5       Scope of the Study

The scope of this study resides in the topic of the research itself. The research scope will be limited to the impact and challenges of circulation in newspaper production in Nigeria using Nigerian Tribune newspaper as a case study. The demographic factor of Nigerian Tribune Newspaper were studied before administration of research instrument.

1.6       Significance of the Study

The result of this research allow newspaper publishers to know the effect of free readers on the sales volume of newspaper. It will help publishers improve their publications in the areas most applicable to readers.

The goal is to examine the performance of the various national dailies against the backdrop that readership of newspaper across the country is generally poor.

The Newspaper circulation figures help to inform owners and those who work in newspaper organisations about the performance of their news products in the competitive media market. Another goal of readership survey is also to provide information to advertisers who are desirous of making effective selection of the newspaper with wider circulation and which would reach their target customers (Sullivan et al, 1994).

Also, media workers are often skeptical about what the circulation figures say about the popularity of their product Burton, (2002), though this is about the main way of knowing a newspaper’s performance rating in the market.

It will help publishers improve their publications in areas most applicable to readers. It will also enable practitioners to know the most preferred newspapers.

1.7       Operational Definition of Terms

Challenges: It refers to the problems associated with the newspaper circulation in Nigeria particularly on the Nigerian Tribune newspaper.

Newspaper Circulation: It refers to the distribution of Nigerian tribune newspaper to the readers across Nigeria.

Newspaper: It is a periodic publication, which carries news, advert e. t. c and are circulated usually daily.

Free Readers: These are the people reading newspapers usually at various newsstands.


WHAT TO EXPECT: (Format: MS WORD, Chapter 1-5, Abstract, Table of Contents, Questionnaire and References)


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