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ANALYZING THE NEWSPAPER READERSHIP PATTERNS IN ILORIN METROPOLIS

| Format: Ms Word | 1-5 Chapters | Table of Content|

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Table of Contents

Title Page                      

Certification                                                                                                                               

Dedication                                                                                

Acknowledgement                                                                    

Table of contents                                                                     

Abstract                                                                                

Chapter One: Introduction

1.1 Background to the Study

1.2 Statement of the Problem

1.3 Objectivity of the Study

1.4 Research Questions

1.5 Scope of the Study

1.6 Significance of the Study

1.7 Operational Definition of Terms

Chapter Two: Literature Review

2.1     Meaning of Newspaper

2.2     Historical Development of the Press in Nigeria

2.4     Newspaper Readers Statistics in Nigeria

2.5     Nigeria’s Newspaper Profile

2.6     Why do People Read Newspaper?

2.7     Historical Development of Ilorin and its Media Market

2.8     Major newspapers Stands in Ilorin

2.9     Source: Field Survey by the Researcher

2.10   Theoretical Framework

Chapter Three: Research Methodology

3.2     Research Design/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     Data Collection Process

3.9     Rate of Return of Questionnaire

3.10   Data Analysis

Chapter Four: Data Analysis and Discussion of Findings

4.1     Data Analysis

Chapter Five: Summary, Conclusion and Recommendations

5.1     Summary

5.2     Conclusion

5.3     Recommendations

          References

          Appendix

ABSTRACT

The study was aimed at analyzing the newspaper readership patterns in ilorin metropolis, particularly at the free readers’ joints in the Post Office Area, Emirs’ Road, Oja Oba, and Sobi Junction Garage. Its goals were to find out why people get together every morning to learn about the most recent information, both locally and nationally, as well as how the contents of the newspapers they read are influencing and impacting them. A small fee is required to access all of the daily newspapers that are brought to the newspaper stand, however many people do show up at those establishments and pay that amount. The results make it clear that The Nation is the newspaper that Ilorin readers read the most frequently. One hundred questionnaires were used in the study’s survey research methodology, and they were given to 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. Knowing Nigerian newspaper readership trends can assist media companies and marketers better target their audience and offer insight into the media landscape of the nation.

            Age, gender, education, income, and location are some of the factors that affect newspaper readership in Nigeria, according to a 2018 survey by the Nigerian Press Council. According to the survey, those 60 years of age and older were found to read newspapers at a rate of 49%, while individuals between the ages of 18 and 29 were found to read newspapers on a regular basis at 24%. Furthermore, newspaper reading was associated with greater income and educational levels among respondents; 54% of respondents with tertiary education and 25% of those with only primary education read newspapers. Similarly, compared to 23% of respondents who earned less than N20,000 per month, 53% of respondents who earned above N100,000 per month read newspapers.

            Additionally, the study discovered that men were more likely than women to routinely read newspapers, with 45% of male respondents doing so vs 34% of female respondents. The study did point out that cultural elements and social norms that restrict women’s access to media and information could be to blame for this gender gap.

Adeyemi and Adeyinka (2018) conducted a second study that examined the impact of social media on Nigerian newspaper readership. According to the study, 72% of respondents who used social media also regularly read newspapers, indicating a favorable correlation between social media use and newspaper readership. Additionally, the study discovered that individuals who utilized social media were more likely to read newspapers online than in print, with 61% of respondents using social media to read newspapers online and 39% using print media. On the other hand, Kwara State, Nigeria’s capital, Ilorin Metropolis, is a thriving metropolis with a varied socioeconomic populace. Media organizations and marketers may more effectively target their audience and meet their requirements by having a deeper understanding of the patterns of newspaper readership in Ilorin Metropolis.

            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

  1. To study the impact of newspaper in the life of readership in Ilorin.
  2. To know the challenges facing readers in reading newspaper.

1.4       Research Questions

  1. To what extent does newspaper influence the readers?
  2. 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

  1. 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.
  2. 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.

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