IMPACT OF RADIO NEWSPAPER REVIEWS ON NIGERIA’S NEWSPAPER SALES VOLUME

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ABSTRACT: The core objective of this study is to examine the impact of radio newspaper reviews on Nigeria’s newspaper sales volume. The study was grounded by the Individual Differences Theory and The Uses and Gratification Theory. The survey research method was used in carrying out this study with 100 copies of questionnaires administered to staff and management of the Punch newspaper that was selected using purposive sampling technique. The data collected were analyzed using descriptive statistics (frequency and percentage tables. Findings show that apart from the proliferation of other media as an alternative to the newspaper, newspaper review on the radio is another problem that brings poor sales to the newspaper industry, while it may lead to the death of many newspaper and retrenchment of staff. It is recommended that the habit of over review of the contents of the newspaper be stopped as it really affects the sales volume of the newspapers.

NEWSPAPER REVIEW

Table of Contents

Title page i

Certification ii

Dedication iii

Acknowledgement iv

Table of Content v

Abstract vii

CHAPTER ONE

1.0 Introduction

1.1 Background to the Study

1.2 Problem Statement

1.3 Objectives of the Study

1.4 Research Questions

1.5 Significance the Study

1.6 Scope of the Study

1.7 Limitation of the Study

1.8 Definition of Terms

CHAPTER TWO

2.0 LITERATURE REVIEW

2.1 Meaning of Newspaper

2.2 Historical Development of Newspaper in Nigeria

2.3 Historical Overview of the Punch Newspaper

2.4 Types/Classification of Newspaper

2.4.1 Main Parts of the Punch Newspaper

2.4.2 Common Punch Newspaper Columns/Pages

2.5 Functions of Newspaper

2.6 Characteristics of Newspaper

2.7 Newspaper Readers Statistics in Nigeria and Perceived Declines

2.8 Why do People Read Newspaper?

2.9 Departments in Newspaper House

2.10 Channels of Newspaper Circulation

2.11 Factors affecting Buying Hardcopy of Newspapers

2.12 Concepts of Newspaper Review on Radio and Television

2.13 Problems of Newspaper Review on Newspaper Publishing Firm

2.14 Possible Prospects of Newspaper Reviews on Newspaper Industries

2.15 Impact of not Buying hardcopy of Newspaper on individuals and Society

2.16 What are the way(s) out?

2.17 Theoretical Framework

CHAPTER THREE

3.0 Research Methodology

3.1 Research Design

3.2 Research Method

3.3 Study Population

3.4 Sample Size

3.5 Sampling Technique

3.6 Data Collection Instrument

3.7 Validity and Reliability of Research Instrument

3.8 Administration of Data Collection Instrument

3.9 Data Analysis Procedure

CHAPTER FOUR

4.0 Data Presentation and Analysis

4.1 Data Analysis

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendations

5.1 Summary

5.2 Conclusion

5.3 Recommendations

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

In December 2008, the Broadcasting Organisation of Nigeria (BON) and the Nigeria Publishers Association (NPA) had a meeting during which they announced a ban on the review of newspapers by radio and television stations in Nigeria. Their reason was that the sale and readership of newspapers were being adversely affected by these reviews. They claimed that once people listened to the reviews, they no longer bought the papers; they felt they had heard everything the papers had to say from the reviews by radio and television.

Meanwhile, Wikipedia (2016) records that in 2007 there were 6,580 daily newspapers in the world selling 395 million copies a day. The late 2000s to early 2010s global recession, combined with the rapid growth of web-based alternatives, caused a serious decline in advertising and circulation of newspapers, as many papers closed or sharply retrenched operations.

Also, with a population of over 140 million people, Nigeria has one of the most vibrant press in Africa. The south-west geo-political zone of the country is the home of the media. This is the land of the Yorubas who enjoyed early exposure to Christianity, Western education and proximity to colonial and independence seat of government (Aliagan, 2011).

The area also enjoys a flourishing market forces, capital and financial institutions. The large media audience in the geo-political zone also confers on the region the status of opinion leadership, opinion formation, legitimization of media contents, mass mobilization and agenda-setting. Nigeria currently has about 207 newspapers and more than 50 magazines. Of the 207 newspapers, 41 are in Lagos while Abuja has 12. (Nigeria Press Council, 2009) in (Aliagan, 2011) though not all the 207 newspapers are doing well.

Across the 36 states in the country, there is also a coterie of state-owned newspapers, mostly poorly produced, with poor circulation figure and showing poor circulation performance, with low advertisement patronage and often inadequate subvention from their owner-governments (Nigeria Vision 20:20 Report, 2009) cited in (Aliagan, 2011).

These newspapers are most published in English. The Punch newspaper considers itself as the most widely read newspaper (The Punch masthead). The Sun and the Daily Trust are among the top ten newspapers in terms of their circulation figures. The Daily Trust’s performance is considered significant in view of the fact that it is a regional newspaper in terms of its focus, being primarily established as a voice for the northern region of the country.

However, researches from different scholars and institutions in the recent time have shown that there are decline in newspaper buying and reading habits among people in Nigeria. In a research conducted by University Press Research Institute (2015 August) shows that out of 50 persons only one buys newspaper not even on a regular basis. Also, a survey conducted by Afrobarometer in 12 African countries, including Nigeria, in 2003 indicates that only 13 percent of the sampled population professes to read a daily newspaper.

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 count. 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 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.

Similarly, Adeniran, (2015) posits in his findings that large copies of newspapers are sold during national trending event such as election, new government policies e.g budget, appointment of top federal government cabinet, unusual such as mass death etc. Today, it is a common practice on our radio and television station to broadcast programme focusing on the review of major news captured by the national dailies. It carries different titles with some local translations and interpretations coupled with some gossip. For instance, it is called “Okodoro Oro” in Ilorin, Orisun F.M in Osun state call it “Eleti-Ofe”, “Kayegbo” “Iwe-Iroyin”. Other local titles include “Ibe Oni”, “Feli Feli” etc it is believed that once people get the main gist from the review, buying a copy may be considered unnecessary since such story become stale.

Other factors said to have ample effects on the newspaper sales in Nigeria include but not limited to poor road network, environmental factor such as rain, emergence of online news (Social media/blogs/website), poor reading culture, political affiliation and interest, individual gratification, cost/income level, free readers association, illiteracy level, availability of rival media such as radio, television, new media etc, unemployment and classification/coverage of newspaper etc.

It should be recalled that in December 2008, the Broadcasting Organisation of Nigeria (BON) and the Nigeria Publishers Association (NPA) had a meeting during which they announced a ban on the review of newspapers by radio and television stations in Nigeria. Their reason was that the sale and readership of newspapers were being adversely affected by these reviews. They claimed that once people listened to the reviews, they no longer bought the papers; they felt they had heard everything the papers had to say from the reviews by radio and television.

Meanwhile, rather than cancel newspapers review programmes, stations have found ways of reviewing the papers without calling it a review and running foul of the ban. The stations still review the papers but do not refer to their programmes by such names as they used to do. Names such as Today in the papers; What the papers are saying; Inside the papers and Koko inu iwe irohin have since disappeared. What we now have is Daybreak gist; Review; or Have you heard? Not only this, reviewers no longer mention the newspapers they are reviewing nor refer viewers and listeners to the pages from which stories have been picked. Every direct or remote reference to the newspapers is avoided. In addition to this, some reviews are now spiced with local gossips and reports.

This raises a number of issues. NPA and BON based their ban on the review programmes on emotional economics, not on facts and figures. There were no studies or statistics to show that readership and sales of the papers were related to radio and television review of the papers. In fact some have claimed that the reviews encouraged them to buy the papers. To this end, the study examined the impact of radio newspaper review on newspaper patronage with a specific focus on the Punch newspaper in order to know the extent at which the reviews of newspapers have affected the sales volume of the Punch newspaper.

1.2 Problem Statement

However, there is no empirical evidence to justify the claim that review of newspaper on both radio and television is really harming the sales volume of newspapers in Nigeria. Although, newspaper publisher do claim that it affected them. Although, there are studies on the influence of new media (social media) on the sales and reading of hardcopy of newspaper but none exist on the implication of newspaper review on the sale volume of newspapers in Nigeria, even where it exist , it was not conducted in Nigeria therefore, it cannot capture how such practice affect Nigeria. It is against this background that the research impact of radio newspaper review on newspaper patronage with a specific focus on the Punch newspaper.

1.3 Objectives of the Study

To examine the extent at which radio and television stations do review the Punch newspaper in their newspaper review morning programme.
To ascertain whether the Punch newspaper is pleased with newspaper review programme on radio and television stations.

1.4 Research Questions

To what extent do radio and television stations review the Punch newspaper in their newspaper review morning programme?
Does the Punch newspaper pleased with newspaper review programme on radio and television stations?

1.5 Significance of the Study

Since newspaper review has become a staple programme on almost radio and television stations in Nigeria as lots of criticism have surfaced regarding the effect it has on the production and sales volume of the newspapers. This study will be beneficial to the society especially the newspaper outfits among others.

The result of this research will allow the Punch newspaper and other print media publishers to know how the newspaper reviews is affecting their sales volume. It will help publishers improve on technique to be employed in checkmating such in the future.

Since there is no empirical studies to establish that newspaper reviews on radio and television is causing reducing the sale volume of newspaper, this study will offer empirical evidence to substantiate on whether such review have negative implications on newspapers sales.

Also, media workers are often skeptical about what the circulation figures say about the popularity of their product, through this finding, it will help rate newspapers in terms of circulation and further help the advertisers to make proper choice while selecting media for campaigns. Future researchers and scholars who many what to carry out research in this area or related aspect will find this materials very useful and it will serve as reference material while it also bridge the gap regarding the effect of newspaper review on the daily sales volumes of newspapers in Nigeria.

1.6 Scope of the study

The study which impact of radio newspaper review on newspaper patronage was narrowed in scope to the Punch newspaper due to it proximity to the researcher. And because it will be difficult if not impossible to visit the entire media houses in Lagos state because of inadequate funds, time and other logistics are some of the rationale for limiting the scope of this study to the Punch newspaper. The Punch newspaper is selected because is acclaimed the most widely read newspaper coupled with its proximity to the researcher facilitated the choice.

1.7 Operational Definition of Terms

Impact: It refers to the influence or effects of newspaper review on newspaper’s patronage.

Newspapers Review: This is the reading and interpreting newspapers major contents in the form to the audience by the radio and televisions in Nigeria usually in both local language and English language.

Newspaper Sales: It refers to the number of newspapers copies sold on a daily basis.

Punch Newspaper: This is one of the national dailies in Nigeria and it is acclaimed the most widely circulated newspaper in Nigeria founded in 1986 by and it has her head office in Lagos the commercial hob of the nation.