ABSTRACT: The study examined newspaper readership within Ilorin metropolis especially at the free readers’ joints in Post Office Area, Emirs’ Road, Oja Oba, Sobi Junction Garage with the intention to know why people gather every morning to know the latest information, locally and nationally and how the newspapers contents they are reading are affecting and influencing them. While many do appear at those joints to pay a token amount of money to have access to all the daily newspapers brought to those newspapers’ stand. It is very obvious that the most widely read newspaper as far as Ilorin is concerned according to the finding is The Nation. The study employed survey research method with the use of one hundred questionnaire and distributed to the respondents.
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Newspapers are a vital part of the media landscape in Nigeria, serving as a significant source of news and information for millions of citizens. Understanding the newspaper readership patterns in Nigeria can provide insight into the country’s media landscape and help media companies and advertisers target their audience more effectively.
A study conducted by the Nigerian Press Council (2018) found that newspaper readership in Nigeria is influenced by several factors, including age, gender, education, income, and location. The study found that older people were more likely to read newspapers than younger ones, with 49% of respondents aged 60 and above reading newspapers regularly compared to 24% of those aged 18-29. Additionally, respondents with higher levels of education and income were more likely to read newspapers, with 54% of respondents with tertiary education reading newspapers compared to 25% of those with only primary education. Similarly, 53% of respondents earning over N100,000 per month read newspapers compared to 23% of those earning less than N20,000 per month.
The study also found that men were more likely to read newspapers than women, with 45% of male respondents reading newspapers regularly compared to 34% of female respondents. However, the study noted that this gender disparity could be attributed to cultural factors and social norms that limit women’s access to information and media.
Another study by Adeyemi and Adeyinka (2018) focused on the influence of social media on newspaper readership in Nigeria. The study found that social media usage was positively correlated with newspaper readership, with 72% of respondents who used social media also reading newspapers regularly. The study also found that social media users were more likely to read newspapers online than in print, with 61% of respondents who used social media reading newspapers online compared to 39% who read print newspapers. However, Ilorin Metropolis, the capital of Kwara State, Nigeria, is a bustling city with a growing population and diverse socio-economic groups. Understanding the newspaper readership patterns in Ilorin Metropolis can help media companies and advertisers better target their audience and cater to their needs.
According to a study conducted by Aremu and Kolo (2017), newspaper readership in Ilorin Metropolis is influenced by several factors, including age, education, income, and gender. The study found that older people were more likely to read newspapers than younger ones, with 54% of respondents over the age of 40 reading newspapers regularly compared to 29% of those aged 18-29. Additionally, respondents with higher levels of education and income were more likely to read newspapers, with 64% of respondents with tertiary education reading newspapers compared to 37% of those with only primary education. Similarly, 63% of respondents earning over N100,000 per month read newspapers compared to 39% of those earning less than N20,000 per month.
The study also found that men were more likely to read newspapers than women, with 57% of male respondents reading newspapers regularly compared to 46% of female respondents. However, the study noted that this gender disparity could be attributed to cultural factors and social norms that limit women’s access to information and media.
Another study by Omotosho and Adesina (2017) focused on the role of social media in newspaper readership patterns in Ilorin Metropolis. The study found that social media usage was positively correlated with newspaper readership, with 72% of respondents who used social media also reading newspapers regularly. The study also found that social media users were more likely to read newspapers online than in print, with 60% of respondents who used social media reading newspapers online compared to 40% who read print newspapers.
In conclusion, newspaper readership patterns in Ilorin Metropolis are influenced by several factors, including age, education, income, gender, and social media usage. Media companies and advertisers can use this information to better understand their audience and develop targeted advertising strategies. Additionally, efforts should be made to promote gender equality and increase access to information and media for all members of society. Hence, the study investigated newspaper readership patterns in Ilorin Metropolis.
1.2 Statement of the Problem
The research intend to investigate the impact of newspaper on the newspaper readers in form especially how newspaper impacting and influencing newspaper readers and why readers preferred one newspaper to neither.
1.3 Objectivity of the Study
- To study the impact of newspaper in the life of readership in Ilorin.
- To know the challenges facing readers in reading newspaper.
1.4 Research Questions
- To what extent does newspaper influence the readers?
- To what extent does readers preferred one newspaper to another?
1.5 Scope of the Study
The study investigated that newspaper readership patterns in Ilorin Metropolis, without doubt, The scope of this study resides in the topic of the research itself (Ilorin metropolis). Hence, the geographical location of this study is Ilorin and the choice of this location is due to the proximity to the researcher, inadequate time coupled with other logistics. However, the demographical variables of the respondents were evaluated before the administration of the instrument.
1.6 Significance of the Study
i. The result of this research will allow newspaper publishers to know the impact their papers have on readers. It will help publishers improve their publications in the areas most applicable to readers.
ii. 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
Newspaper: It is a periodic publication, which carries news, advert e. t. c and are circulated usually daily.
Readers: These are the people reading newspapers.
News: It is an issue or event of public interest reported by journalist.
Ilorin: This is the capital city of Kwara State, Nigeria.
“Newspaper Readership Patterns in Ilorin Metropolis”
WHAT TO EXPECT: (Chapter 1-5, Abstract, Table of Contents, Questionnaire and References)
How To Get Complete Project Material
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