IMPACT OF TUESDAY GUARDIAN EMPLOYMENT OPPORTUNITIES ADVERTISEMENT ON THE SALES OF THE NEWSPAPER

Abstract

The study investigated the Impact of Tuesday Guardian Employment Opportunities Advertisement on the Sales of the Newspaper in order to ascertain the extent in which people in Osogbo have access, patronize and get job from the Tuesday edition of the Guardian. The study is anchored on Uses and Gratifications Theory and Source Credibility Theory. Survey research method was used coupled with questionnaire to elicit responses from the respondents that were selected through purposive sampling in five strategic locations within Osogbo particularly  in Oke Fair, Gbemu, Ayetoro Area, Old Garage and Ola-Iya Area respectively. 200 copies of questionnaire were administered and completely retrieved for analysis.The data collected were analysed using frequency and percentage method. Findings show that many people (82%) partially read Guardian newspaper and those who read Tuesday Guardian newspaper read it because of employment opportunities to some extent. Also, people don’t really gain employment through Tuesday Guardian newspaper employment opportunities pages since employment is very competitive in Nigeria. It is recommended that more newsstands and vendors be setup in Osogbo and its environs this will increase the number of copies sold daily.

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