CHALLENGES OF NEWSPAPER CIRCULATION IN NIGERIA

1
 ABSTRACT

This research studied the challenges of newspaper circulation in

Nigeria. It was able to unearth the numerous factors inhibiting

the smooth operations and circulation of newspaper companies

end for in-depth study, the Voice Newspapers, Owerri, was

selected for analysis. The purpose of the study was to discover to

what extent such identified problems affect newspaper

operations; make the public aware of the reasons for the low

quality in the newspaper which they buy and highlight the efforts

being made to tackle such problems as well as the prospects of

the newspaper industry. In executing the research, the

“purposive sampling” method was employed. The researcher

made use of Questionnaires and interview as instruments for

Data collection. The responses from the staff’ of Voice

newspapers, Owerri showed that, despite some recorded

prospects, the company was plagued by numerous problems such

as: inadequate funding, low patronage, management, staff

related problems, harsh economic situation, inadequate vehicles

for distribution and depreciation of printing equipment.

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Suggestions proffered for surmounting these problems include:

Government should subsidize the cost of printing materials; the

Newspaper companies should ensure the recruitment of properly

trained personnel; Newspaper houses should be given to

motivate staff. If these suggestions are adhered to, problems

facing the newspaper industry would be ameliorated and

performance enhanced.

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TABLE OF CONTENT

ABSTRACT

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND TO THE STUDY

1.2 STATEMENT OF PROBLEM

1.3 OBJECTIVE OF STUDY

1.4 SIGNIFICANCE OF STUDY

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE

2.1 CONCEPTUAL REVIEW

2.2 NEWSPAPER ENVIRONMENT IN RECENT TIMES

2.3 CHALLENGES OF NEWSPAPER CIRCULATION IN NIGERIA

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2.4 THEORETICAL FRAMEWORK

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

3.2 POPULATION OF STUDY

3.3 SAMPLING SIZE

3.4 SAMPLING TECHNIQUE

3.5 INSTRUMENT FOR DATA COLLECTION/TECHNIQUE: Apart

from documented sources such as textbooks and Journals, the

chosen instruments for this study were the questionnaires

designed to elicit information from respondents which would

otherwise be difficult to obtain and interview.

3.6 DATA ANALYSIS

5
CHAPTER FOUR

4.0 DATA ANALYSIS AND INTERPRETATION

4.1 DATA PRESENTATION

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 SUMMARY

5.2 CONCLUSION

5.3 RECOMMENDATIONS

REFERENCES

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 CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND TO THE STUDY

Newspapers, which constitute the vocal and vibrant press, have

consistently championed the fight against colonialism, and been

crusading for democracy, human rights and good governance in

Nigeria, the Newspaper industry has been regarded as one of the

biggest industry as it has been growing from strength to strength

over the years. Despite the constant assaults by successive

despotic regimes, it has been able to survive and currently it

serves as an employer of a myriad of workers. Interestingly, the

Draconian laws promulgated to stifle the development of the

Newspaper industry have only left it stronger.

The Origin of Newspaper publishing in Nigeria dates to 1859,

when one of the early European Missionaries, Rev Henry

Townsend established a printing press on which Africa’s first and

oldest vernacular newspaper IWE IROHIN was printed. The

7
early Nigerian Newspapers then did not have the impersonal

character of their modern successors nor did they experience the

competition of other vehicles of mass communication and public

Opinion. Owned and edited in the illiberal situation of the crown

colony system mostly by persons of stature in society, the

newspapers exercised a degree of influence which bore no

relationship to their low standards of presentation and modest

circulation. What they published whether written by themselves

or contributed by other people, invariably represented their own

policies and viewpoints which attracted attention.

With the amalgamation of Northern and Southern Protectorates in

1914 and the increase in nationalist tempo, there was an increase

in the number and variety of newspapers. In contrast to sixteen

papers published between 1880 and 1914, sixty-four were

published between 1914 and 1945. The amalgamation led to an

increase in the market and circulation of newspapers and new

opportunities owing, for instance, to better communication.

However, the most important factor that stimulated the growth

and changes in the newspaper industry was the advent of

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electoral politics. The industry expanded with the constitutional

changes which gradually devolved power to the indigenous

educated elite. The changes were not limited to ownership and

control but included pattern of media partisanship. The close

parallel between newspapers and political parties began during

the period starting with the legislative council election under the

1922 Clifford Constitution. All the leading newspaper owners and

journalists were also leaders of the main political parties, the

Nigerian National Democratic Party (N.N.D.P.) and the Nigerian

Youth Movement (N.Y.M.) The newspapers aligned themselves to

each of these parties during the campaign. According to Fred

Omu, from the 1920s, the newspapers “shifted their focus from

that of political group supporters to organs of the political

parties.” (Omu: 1978, p.232)

The newspaper became a major instrument not only of political

party publicity but of recruitment and a vehicle for attaining

political power. To a good number of the pre-independent political

parties, having a newspaper as an ally was an organisational

imperative. Writing of the Nnamdi Azikwe led National Council for

9
Nigeria and Cameroons (N.C.N.C.), James Coleman provided this

instructive observation.

The importance attached to the party newspaper was so

enormous that Coleman believed that party organisations were

built “around the press, rather than around organised members.”

(ibid) Further, the newspaper industry benefited from the growth

in private commercial printing establishments. It was now

possible for newspaper owners to publish without owning a

printing press.

The most important changes in the structure of ownership came

with the dominance of Nigerians in the industry. More

importantly, the small scale owner-editor operations of the pre-

war years gave way to corporate ownership. The focus and

horizon of the papers, if not the interests represented was now

broadened, going beyond Lagos.

In spite of its efforts to reach out to a large population in Society,

there has been inadequate funding as a result of: low copy sales,

illiteracy level, which affects the level of readership in the

country, the low per-capita income of the generality of citizens.

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This has led to the poor remuneration of staff, inadequate

maintenance of equipment, lack of quality production of

Newspaper due to obsolete machines which have not yet been

replaced and a lot more.

1.2 STATEMENT OF PROBLEM

In an environment characterized with corruption, ineptitude,

abject lack of most basic infrastructure particularly power and

good roads, difficulty in sourcing raw materials such as

newsprints poor readership profile and breakneck competition,

one wonders how newspapers cope. In essence the problem

necessitating this research is to find out how Nigerian Newspaper

graspable with these myriad of challenges encounter problems

while performing their information dissemination function. Such

problems, which affect Newspaper publishing in Nigeria, include:

Mismanagement of the Newspaper house and fund, lack of

professionalism, inadequate finance, poor conditions of service,

high cost of newsprint and other printing materials, illiteracy,

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poor reading culture, Jack of skilled technical facilities like the

press and communication network facilities.

The afore-mentioned constitute a great deal of problem, because

they heavily impact on the overall business environment,

affecting the quality of news coverage and reporting in the

newspaper industry. The aim of this research is to evaluate the

challenges of newspaper circulation in Nigeria.

1.3 OBJECTIVE OF STUDY

This study seeks to:

(i) To identify the challenges inherent in the Newspaper

industry

(ii) To discover to what extent such identified challenges

affect newspaper circulation

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 (iii) To highlight the efforts being made to tackle such

circulation and the prospects of the Newspaper industry in

Nigeria

1.4 SIGNIFICANCE OF STUDY

This study will be beneficial to:

(i) THE PROPRIETORS OF NEWSPAPER HOUSES: Who

would see the study as a guide on how to and how not to

run a newspaper.

(ii) NEWSMEN OR NEWSPAPER STAFF: It will assist the

workers to improve their professional activities.

(iii) STUDENTS OF JOURNALISM: It will acquaint them with

the challenges which they are about to face, so as to get

them prepared and fully equipped regarding what they

should expect when they get into their professional

terrain.

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(iv) NEWSPAPER READERS AND THE NIGERIAN

SOCIETY: If the Newspaper industry would be able to

tackle some problems within the publishing houses, their

readers’ expectation in terms of Newspaper quality and

reportage, would be met. In these impediments are out of

the way, the Newspaper house would be able to

disseminate accurate reports and Christian Voice the

cause of the citizenry, which would be of great benefit to

society.

(v) ADVERTISERS: Advertisers will also benefit from the

study as wide circulation, which is a function of good

management, will entail a high reach.

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 CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE

2.1 CONCEPTUAL REVIEW

The primary function of the newspaper is to offer to its teeming

readers, current news of events that happen at home and abroad.

Modern inventions of telegraph and wire communication enable

us receive fresh and up-to-date reports of recent happenings

even in distant world. Ali (2003; p.20) says that a newspaper is

no longer a mere news sheet as it was described in the past. In

this information age, newspapers not only provide news, but also

comments, Analysis and critical discussions, which could be

social, economic or political, Iwuagwu (1994; p.9) in describing

the role of the press holds that, it is the duty of the press to

guide the thinking of the government and people by hammering

continuously on areas of deficiencies and pinpointing projects and

programmes that can rescue the society from its present state of

poverty.

15
It also has the duty of being the mirror of the people.

Nwosu (1994; p.12) says: The primary objective of the press is to

inform, educate and entertain and should not be limited by either

partisan or sectional consideration but that of a purveyor of

critical issues and ideas that will help the government on policy

implementation and nation building.

The Newspaper industry serves as a forum through which people

with different views and interests can be heard. The early press

provided the most distinguished intellectual forum in Nigerian

history, the high standard of debate and discussion and quality of

thought and expression cannot fail to fascinate the modem

readers, (Omu, 1978; p.22). At Bashir (2003; p.12) described the

press as, the conveyor belt of idea, Jack of several functions and

bearer of all. No wonder it has been concerned with the business

of others that it hardly ever had time for its own operations.

Notwithstanding the assumed power and role of the newspaper,

some socio-psychological forces are behind its operations, the

ordinary man is always curious for news and views about his own

16
environment, which ultimately makes him rely solely on what the

newspaper publishes. Certain views as expressed through

editorial comments are usually accepted by a vast majority of

readers. Even those in authority are cautious of information

concerning them. They perceive the efficacy of the newspaper

industry as very helpful in measuring the wished and aspirations

of the people.

However, the newspaper industry has an enviable position as it is

a medium of entertainment, education, recreation, advertisement

and so on. Information explosion, advancement in technology,

literacy level and establishment of journalistic schools have added

vigor to the newspaper industry in Nigeria and made it an

attractive and lucrative business.

2.2 NEWSPAPER ENVIRONMENT IN RECENT TIMES

The very complex position of the newspaper in society makes its

existence and survival difficult anywhere and at any time.

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Newspapering is a business enterprise and not just a public

service. Therefore, it is required to succeed as such.

In recent times, the newspaper environment in Nigeria is

depressed and has resulted in: poor remuneration of staff,

irregularity of publication’s appearance on news stands, loss of

Job and poor production quality. These are the symptoms of a

deeper malaise which arises from the depressed state of the

economy.

According to Ekpu, as reported in Guardian (Sept. 2, 2002), this

malaise is becoming unbearable for newspaper publishers, in

spite of many new publications in the market, they are just

managing to survive.

He further observed: There is hardly any newspaper in Nigeria

today that prints 100,000 copies, which shows that the business

is shrinking, even though there are more publications and

increase in cover price.

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He attributed the depressed state of the industry to the decline in

the nation’s economy which has brought about a slide in the

value of the naira and a rise in the rate of inflation, besides this,

the decline in the disposable income of Nigerians and the inability

of Government and private organizations to pay staff salaries

regularly have continued in a vicious way, to make the industry a

supreme casualty.

These factors have brought about increase in the phenomenon of

FREE READER’S ASSOCIATION and the drift of newspaper

vendors to selling GLOBAL SYSTEM FOR MOBIL1E

TELECOMMUNICATION (GSM) recharge cards which fetch them

more money. Publishers in recent times, have multiple taxation to

contend with, and as Ekpu (2002) puts it:

The federal, state and local governments see to be in the race to

see who takes the first prize in the imposition of taxes without a

commensurable provision of amenities.

The Nigerian experience is adequately summarized in the words

of Wilbur Schramm (1966; p.10) as cited in Onuka (1989; p.34)

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“... Newspapers in the third world are born in idealism arid they

live in frustration”.

Laying emphasis on the harsh business climate of the newspaper

industry, Nnamani (2003; p.17) identifies “poverty as the bane of

the Nigerian press”. He holds that the economic downturn has

resulted on the lowering of standards in most third world

countries including Nigeria, Nnamani argues that with the

downturn in the national economy, the relevance of the press

also began to suffer what he calls “serious haemorrhage”.

All this and more have proven that all is certainly not well with

the newspaper industry. Nigerian Journalists are not infallible

angels and have not performed their functions, roles or duties to

the Nigerian polity and citizenry perfectly well. Indeed, there are

challenges which the industry will have to find ways to dial with

creditably in order to remain relevant and effective as a social

institution.

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2.3 CHALLENGES OF NEWSPAPER CIRCULATION IN

NIGERIA

According to Mr. Gideon Ahanonu, the Advertisement Manager of

Christian Newspapers, Owerri, certain criteria have to be met

before the publication of newspapers in any country. These

include:

 The literacy rate of the populace

 The organization’s target market

 The purchasing power of the newspaper market, that is,

their ability to afford a newspaper or even more on a daily

basis.

 The reading culture of the literate ones.

 Competition within the newspaper industry, and most

importantly,

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  The economic state of the country.

Based on the foregoing, the problems of Newspaper publishing in

Nigeria can be examined under three broad headings:

(A) THE ENVIRONMENT IN WHICH THE INDUSTRY OPERATES

(B) INFRASTRUCTURAL PROBLEMS

(C) PROFESSIONAL PROBLEMS.

(A) THE ENVIRONMENT: can be classified into:

(i) THE POLITICAL ENVIRONMENT (censorship, constitutional

and extra legal constraints)

(ii) THE ECONOMIC ENVIRONMENT

A(i) THE POLITICAL ENVIRONMENT

The Nigerian union of Journalist (1996) noted that since Nigeria’s

independence in 1960, the environment in which the newspaper

industry operates has been marked by perennial political

instability. This cycle of instability has saddled the nation with

22
prolonged military rule with all its despotic and repressive laws,

and restriction on access to information. Such restrictions come

in form of CONSTITUTIONAL AND LEGAL PROVISIONS.

According to Nwankwo, et al (1993; p.30): Those in the

newspaper business have. To contend with many obnoxious laws

such as the 1903 NEWSPAPER ORDINANCE, THE SEDITION ACT,

THE OBSCENS PUBLICATIONS ACT, THE OFFICIAL SECRETS ACT,

provisions in the CRIMINAL AND PENAL CODES as well as various

edicts of stale governments which serve as constraining factor on

newspapering.

Such conditions make press freedom a privilege instead of the

right it should be, one of such repressive law is THE PUBLIC

OFFICERS (protection against false accusation) DECREE 4 OF

1984. It was under that decree that Nduka Irabo and Tunde

Thompson were tried, convicted and sentenced to a Jail term.

Another political factor which affects newspaper publishing is

CENSORSHIP. Actually, there is no official censorship practiced in

Nigeria. Newspaper ownership in Nigeria is often a limiting factor

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to the free flow of information. Self imposed censorship is

somehow discretional, but often the proprietor’s interest affects

the position of the paper. According to Ekpu, who has been

Editor in several print establishments, many private owners of

media houses are known to keep a regular eye on the content of

their publications. Often, Journalists in Nigeria usually come

across significant information that they believe ought to be

brought to the affection of the public but for pear of repercussion

or displeasure to his proprietor, the stories hardly get to the

public.

A(ii) ECONOMIC ENVIRONMENT

The economy has been one of the greatest victims of political

instability as a result of military rule. As a result, virtually all

social services have collapsed. Just as the economic adversity

has affect red education, health, road and transport,

employment, electricity, water supply and telecommunication,

the newspaper industry has also been adversely affected

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through:- the cost of production, materials and the purchasing

power of the literate citizens.

The Nigerian union of Journalists (NUJ)(1996), Lagos chapter has

observed that the cost of production has risen astronomically in

the last ten years. By 1996, the prices of newsprint hovered

around 425,000.00 per tonne. Moreover, all newsprint were

being imported by 1996 because the newsprint factory at Oku

Iboku, Akwa-Ibom state had packed up.

NUJ (1996) also stated that” other costs of materials, machinery

and equipment needed for production and circulation of

newspapers and magazines also rose correspondingly. The effect

was that cover prices rose astronomically reducing readership

and circulation figures, publishers were forced to raise their

advertisement rates further, causing rationalization and selective

placement by advertisers.

In addition, Nigeria Union of Journalist (NUJ) started that the

remuneration in the newspaper has improved, but it has not yet

kept pace with increase in other sectors with less hazards for

25
example, a Journalist who undertakes a big risk in sourcing for

public information from the government house is usually paid less

than a banker who just sits down to take mathematical figures.

The social environment also has a great influence on newspaper

production in any country, because the literacy rate of the

populace goes a long way in determining the level of patronage in

the industry.

(B) INFRASTRUCTURAL PROBLEM

Another challenge facing the newspaper industry is

infrastructural. The major aim of the newspaper house is to

circulate publications. Such aim cannot be effectively carried out

if the cost of vehicles for distribution has become prohibitive for

publishers. According to NUJ (1996), production schedules of

most newspapers in the United Kingdom are tied around the

train time tables, whereas all newspapers in Nigeria have to

depend mostly on their own private arrangements for

distribution. Mostly, the printing machines are usually obsolete

and new ones are required. Chief Martin Ebe, the Managing

26
Editor of Voice newspapers, Owerri, revealed that this has been

one of the problems which Christian Voice is facing and has been

attributed to lack of foresight at the management level.

Huge capital is required in order to meet up with the current

trend in technological improvement. But in a country like Nigeria,

newspaper houses, usually private owned are still striving to

exist, what more maintaining the equipment.

(C) PROFESSIONAL PROBLEMS

Lack of qualified personnel, labour, poor profit, redundancy on

the side of the available staff also pose problem to the

newspaper industry.

Nwankwo (1986; p.25) regrets this problem when he said that

the calibre of labour needed for a more effective publishing is

lacking. He sees Nigeria’s education as leaning more and more

towards specialization requiring the need for the staffing of the

publishing industry with specialties.

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On the other hand, Mac Bride et al (1980; p.20) believe that one

of the effects of the scientific and technical upheavals occurring

throughout the world has thus been to increase the number of

professionals, who require skills which are both more technical

arid more diverse.

Nwosu (1990; p.10) decries that not much of investigative

Journalism is seen these days as a result of inadequate

resources, harassment from Government and security always

been about the most hazardous to pursue, even in the best of

economic times. How that the material resources and the

professional enthusiasm are no longer as readily available for the

job as used to be the case, only very few hardy editors and

reporters are at the moment willing to venture into this area of

reporting. To make matters worse, public officials and other

persons in authority tend to accord less co-operation to

Newspaper men on the process of obtaining information.

Due to the poor remuneration of workers in the industry, some

Journalists are seen as businessmen, whose sentiments can be

28
bought over, the “Brown Envelope syndrome” is now the

order of the day. Through the demand and acceptance of

gratification, sonic Journalists have mortgaged their consciences

and have no regard for professional code of ethics and credibility.

This has resulted in subjective reporting such as suppressing

objective reports of public interest Such fumbling with facts often

portray the press as being deliberately mischievous.

Umechukwu (2001; p.28) holds that Journalists themselves

describe the profession as a “Kabu-kabu” job. That today’s

Journalist, unlike practitioners in other professions could be

booked and let loose at the whims and caprices of their

employers, they could be employed under any circumstance and

condition, ranging from non-payment of competitive salaries to

non-payment at all for several months or a whole year.

Ironically, they are expected to put in their best. To offer their

best means proper research and investigation before writing,

qualitative writing, bearing in mind the primary issue,

communicating, informing and educating the masses. It could

29
also means presenting the pacts and concentrating on reality

rather than privities or the intent to destroy either the society or

its people.

Newsmen must not be seen to be contributing to the moral

decay. It must reassert itself in its role as a vanguard of the

people and for it to achieve this, Mac Bride et at (1980; p.16)

recommend that Journalists require broad educational

preparation and specific professional training. Programmes of

instruction need to be developed not only for entry level of

recruits, but also for experienced personnel who from time to

time would benefit from special seminars and conferences

designed to refresh and enrich their qualification.

However, one could say, after a critical evaluation of Nigerian

Newspapers that their problems are as a result of prevailing

circumstances in the industry. In other words, the problems

posing a threat to the newspaper industry are deeply rooted in

the system as a whole, especially, in the area of Ownership,

30
organizational structure, management and leadership pattern,

among others.

2.4 THEORETICAL FRAMEWORK

This research will be anchored on the various leadership styles

that exist within organisations. These forms of leadership will go

a long way to explain the relationship between the leader and his

subordinates.

Newspaper management and leadership style has a great effect

on the working environment and employees motivation. A

manager’s leadership style contributes directly to the

subordinates’ motivation, work satisfaction and pogredd in the

organization. Studies by Bradford & Lippith as cited in Dimkpa

(2002; p.30) proffer three leadership styles: AUTOCRATIC,

LAISSEZ-FAIRE and DEMOCRATIC leaders. Further acceptance of

these three categories of leadership by Tannenbaum & Schmidt

(1973; p. 19) shows their various attributes.

31
THE AUTOCRATIC EDITOR:- Makes decision and announces it;

sells the decision; presents ideas and invites questions.

THE DEMOCRATIC/PARTICIPATIVE EDITOR: Presents

tentative decision subject to change, presents problems, gets

input and makes decisions; defines limits and asks group to

make decision; then jointly makes decisions with them.

THE LAISSES FAIRS/FREE REIGN EDITOR: Permits employee

to function within limits set by manager. Group members are told

to work out things themselves and do the best they can.

According to Martin Ebe the Managing Editor, Voice newspapers,

Owerri, these three leadership patterns exist and vary within an

organization like VOICE NEWSPAPERS, depending on the

situation of job/duty or the level of operation. This implies that at

one time or another, any of these leaders can be found.

In spite of the various studies on leadership style, its essence

has remained a problem, leaving us with puzzling questions on

which one of the leadership pattern can be considered more

32
effective to work with, to produce maximum output in the

newspaper organization.

One early laboratory study of leader behaviour demonstrated

that followers overwhelmingly preferred managers who had a

democratic style to those with an authoritarian or laissez- faire

attitude (Lewin K. et al, 1939; p.38). Alfred Marrow, a social

psychologist and president of the Hardwood Company expressed

his view of research conducted in his firm thus:

The results provided evidence that open communication, greater

self-direction, and broadly based participate approaches were a

considerably more practical and profitable way to use human

talent than the traditional approach in which management decide

what employees should do and then orders that they do it.

This democratic style of leadership corresponds to Mc Gregor’s

(1989; p.15) “THEORY Y” which assumes the average human

being is capable of taking responsibility for himself. “THEORY Y”

managers tend to Crete pleasant working conditions, deleg4te

responsibility arid seek feedback regarding decision making from

33
subordinates. Mc Gregor (1990; p.20), Argyris (1970; p.15), V

Room and Deci (1975; p. 10) believe that this style tends to

create confidence in subordinate’s willingness anti ability to

assume responsibility especially, as it involves subordinates in

decision making to a greater extent.

It can also be likened to “participative management” which posits

that

organizational members will perform best when they are given

an

opportunity to participate in making organizational decisions

which will affect them. Sashkin (1984; p.13) is convinced that

participative management is an ethical imperative and that

evidence from 50 years or research has clearly, consistently and

strongly demonstrated its effectiveness in terms of being

motivational.

Although Sashkin’s value based argument is forceful, he dearly

states that participative management is riot practical in every

situation noting that not every worker would want to participate.

34
Theorists and managers have bailed democratic leadership as the

key to productive and happy employees.

On a different view, Brown (1993; p.25). Says that practical

experience has shown that the democratic style does not always

stimulate better performance, on the basis that some employees

prefer to be told what to do rather than participate in decision

making.

Since the Newspaper house is the bedrock of information and

idea sharing, staff especially those in the editorial section would

be free to express critical and positive views on certain issues

when the environment is not tense and less autocratic.

Whichever way, the three leadership styles have their unique

attributes which would be needed at one time or the other in the

effective running of a newspaper house.

35
 CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

This study was embarked to discover the challenges of newspaper

circulation Nigeria. The researcher would use the survey research

method to execute the project. Sampling of respondents was

dune and questionnaires distributed to them to elicit information

relevant to the study.

3.2 POPULATION OF STUDY

The population for this study could have been all newspaper

houses in Nigeria. To conduct an in-depth study, the Voice

Newspapers, Owerri was selected for analysis.

3.3 SAMPLING SIZE

For actual investigation of the topic, some elements from the

population was selected. This selection was necessitated by the

impracticability of studying the entire newspaper houses in

36
Nigeria. The staff of Voice newspapers constituted the sample

size for this study. In executing the study, the purposive

sampling method was employed.

3.4 SAMPLING TECHNIQUE

This sampling technique was however, preferred because it

would ensure that these chosen have the characteristics needed,

eliminating other members of the population and working with

members that not the require merits of the researcher.

3.5 INSTRUMENT FOR DATA COLLECTION/TECHNIQUE:

Apart from documented sources such as textbooks and Journals,

the chosen instruments for this study were the questionnaires

designed to elicit information from respondents which would

otherwise be difficult to obtain and interview.

(a) THE QUESTIONNAIRE

This comprised of close-ended and open-ended questions

administered on the CHRISTIAN VOICE staff.

(b) THE INTERVIEW

37
The interview was framed to make more flexible those questions

contained in the questionnaire so as to give the interviewees

fuller opportunity to express their opinions in a conversational

manner. Those interviewed included top managers of Voice

newspapers.

(c) LIBRARY RESEARCH

An elaborate library research was done to collect most of the

information used in this study. This helped in the Definition of

terms, literature review and theoretical framework.

3.6 DATA ANALYSIS

Simple tables and percentages was used to analyze the date

generated from this study.

38
 CHAPTER FOUR

4.0 DATA ANALYSIS AND INTERPRETATION

Data were collected from both the Junior and senior staff oF Voice

newspapers, Owerri in form of Questionnaire, depending on those

who met the requirement of the researcher. The top management

staff was also interviewed. Fifteen (15) Questionnaires were self-

administered and 13 responses were returned giving a response

rate of 86.7%. The collected data were analyzed using tables,

percentages and figures for easy understanding and

interpretation.

4.1 DATA PRESENTATION

Questions here were directed to identify the problems affecting

newspaper publishing in Nigeria with particular reference to Voice

Newspapers, Owerri. These problems as identified by item 5 on

the questionnaire include: Infrastructure, bad management,

Economic situation, Government policies, low patronage,

distribution, marketing and finance.

39
TABLE 4.1: CHALLENGES OF NEWSPAPER HOUSES

VARIABLES RESPONDENTS PERCENTAGE %

Infrastructure 2 15.38%

Bad Management 3 23.07%

Economic Situation 3 23.07%

Government 1 7.69%
Policies

Low Patronage 2 15.38%

Marketing & - -
Distribution

Finance 2 15.38%

Others - -

Total 13 99.97%

In identifying the kind of problem affecting their newspaper

house, three (23.07%) out of 13 respondents said that their

company was being badly managed. Also, another three

respondents said that economic situation was adversely affecting

their newspaper house. Two respondents or 15.38% said that

infrastructure was the problem.

40
On the problem of how patronage, two (15.33%) respondents

gave their responses. Two also said that finance was a problem, 1

(7.69%) out of the 13 respondents agreed on Government

policies as being a problem, while there was no response for

marketing and Distribution. The table above showed that

respondents agreed on Bad management and economic situation

as being major problems facing the newspaper.

TABLE 4.2: FINANCIAL PROBLEMS

VARIABLES RESPONDENTS PERCENTAGE %

Inadequate funding 1 7.69%

Mismanagement 2 15.38%

Fraud & - -
Embezzlement

Poor Sales 3 23.07%

Inflation 4 30.76%

Others 3 23.07%

Total 13 99.97%

41
The highest number of respondents. Four (30.76%) said inflation

was the problem associated with finance. Three respondents

(23.07%) said the poor sales were a problem associated with

finance while two respondents said that mismanagement was a

problem of finance. The problem of inadequate funding received

just one response (7.69%).

TABLE 4.3: MARKETING AND DISTRIBUTION PROBLEMS

VARIABLES RESPONDENTS PERCENTAGE %

Inadequate 2 15.38%
Distribution

Low Financial 2 15.38%

Return

Lack of Mobility 5 38.46%

Unpopularity of - -
Product

Distance 3 23.07%

Others 1 7.69%

Total 13 99.98%

42
Under problems identified with marketing and distribution, lack of

mobility was considered a major problem as five respondents

(38.46%) agree to it. Three respondents (23.07%) gave distance

as a problem in this area. 1. Low financial return and inadequate

distribution received two responses (15.38%) each. None agreed

that unpopularity of the product was a problem to the company.

TABLE 4.4: EFFECTS FROM ECONOMIC SITUATION

VARIABLES RESPONDENTS PERCENTAGE %

Low Per Capita 2 15/38%

Income

Inflation 1 7.69%

Economic Crises 1 7.69%

High Cost or 8 61.53%

Newsprint

Competition 1 7.69%

Others - -

Total 13 99.98%

43
In analyzing how the company has been affected by the country’s

economic situation, a greater percentage agreed that the high

cost of newsprint has been a problem. This variable received

eight responses (61 .53%). This shows that the high cost of

newsprint is a major economic problem faced by newspaper

houses in Nigeria. While two respondents (15.38%) gave their

responses on how per capita income as- an economic problem,

one respondent each, identified inflation, economic crises and

competition as other economic problems affecting the company.

TABLE 4.5: EFFECT FROM GOVERNMENT POLICIES

VARIABLES RESPONDENTS PERCENTAGE %

Registration 2 15.38%

Taxes 7 53.84%

Copyright Law - -

Foreign Exchange 2 15.38%

Import Duties 2 15.38%

Others - -

Total 13 99.98%

44
Tax-related problems received seven (53.84%) responses. This

shows that tax has been a major government policy affecting

newspaper publishing in Nigeria. Registration, foreign exchange

and import duties received two (15.38%) responses each

identifying them as problems faced by their company. Copyright

law got no response.

TABLE 4.6: PROBLEM OF STAFFING

VARIABLES RESPONDENTS PERCENTAGE %

Indiscipline 2 15.38%

Neglector Duties 3 23.07%

Under Staffed 4 30.76%

Over Staffed 2 15.38%

Others 2 15.38%

Total 13 99.97%

Table 4.6 above shows staffing problems associated with Voice

newspapers. Indiscipline had two respondents (15.4%).

Dereliction of duties had three respondents (23.07%). Two

respondents also identified over- staffing. Another two identified

under-stalling. The highest number of respondents (30.76%)

45
identified understaffing. The remaining two respondents gave

other unidentified staff problems as the problem.

In suggesting solutions to the problems plaguing the company,

responses from items 14 and is on the questionnaire showed that

a staff auditor has been carried out to place workers on jobs that

they are proficient in. seine others stated that the re-equipping of

the operations department such as the procurement of an ultra

modern press and the introduction of simultaneous printing

system has helped in curbing some of the problems which they

face within the company.

Also, response from item 17 of the questionnaire shows that the

computerized system of reporting and the modern state of the art

printing machines are current trends with which the company has

been able to meet the face of technological improvement within

the print industry.

46
 CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 SUMMARY

This work studied the challenges of newspaper circulation in

Nigeria. It used Voice newspapers, Owerri, as a case study.

Findings from the study revealed that Voice newspapers has been

plagued by problems such as inadequate funding, management,

economic crunch in the country, such as high cost of newsprint

and the low per capita income which has invariably decreased the

readership level; inadequate vehicles for distribution;

depreciation of printing equipment and staff related problems.

These has resulted in the poor quality of news product and an

increase in the cover price of the newspaper. Government and

economic policies such as import duties, foreign exchange rate

and taxes have also affected the smooth operations of the

newspaper house with “taxing” as a major problem.

47
Due to decrease in readership, many copies of newspapers are

returned unsold, thereby worsening the profitable standing of the

company. There has been no apparent problem of location

witnessed by. The media house as shown in their response to

item 10 on the questionnaire.

In spite of these if these menace, Voice newspapers through the

introduction of simultaneous printing ensures that eastern

readers can obtain fresh news. Also, in trying to achieve their

goal of a better society, Christian Voice organizes an annual

lecture series which bother on society and topical issues of

interest to their patrons. According to Chief Martin Ebe, their

equipment are being refurbished and a new printing press has

been bought to ensure quality newspaper.

5.2 CONCLUSION

Having analyzed the data collected for this study the following

conclusions could be made based on the study.

48
The study was able to unearth the numerous factors inhibiting the

smooth operations and circulation of newspaper companies in

Nigeria using the sample mentioned earlier.

Most newspaper companies especially the private ones have been

faced with the challenge of funding. Since the newspaper

business requires huge capital for maintenance and operations,

Government subsidies on printing materials would reduce the

high financial risk borne by the proprietors. The high cost of

printing materials such as newsprint leads to poor profit, poor

remuneration of staff and little or no incentives to motivate

workers.

Due to the poor remuneration of workers in the industry, some

Journalists are seen as business men whose sentiments can be

bought over.

Through the demand and acceptance of gratification, some of

these

Journalists have mortgaged their consciences with little or no

49
regard for

professional code of ethics and credibility.

No wonder, the Nigerian Press Organization (1979) in its code of

conduct stated that it is the duty of the Journalist to refuse any

reward for publishing or suppressing news or comments, other

than salaries and allowances legitimately earned in the discharge

of his professional duties.

According to the Nigeria Press Council (1998), “nothing is

perhaps more important than a good pay to keep the reporter on

the ethical path”.

PROSPECTS

Despite these vexatious occurrences within the industry, it is

evident from the study that the newspaper business in Nigeria

has brighter future, with wider patronage than other print media

houses. Recent technologies have paved way for a brighter

prospect. According to Becker (1983; p.30), more efficient

50
printing methods are helping some publishers more in the

direction of the individualized newspaper. Modern innovations in

computer technology also make it easier for the same edition of a

newspaper to get to various audience across different regions of a

large city, state or country on the same day. Modern technologies

include:

 The TELETEXT: which is a one way computer based system.

According to Agba (2001; p.12) “words as well as photos can

be transmitted electronically from reporters out in the field to

their various base stations through this system”.

 The VIDEOTEXT (VDT): its advantage is that stories are

keyboarded only once before copy is processed through to the

typesetting stage, so that the electronic impulse set in motion

by the reporters becomes the key strokes that set the paper in

type. Working outside the office need not prevent the use of

direct input because copy can be telephoned to copytakers who

are using terminals, while some portable VDTs can be used at

a distance from the office by telephone link up to enter copy.

51
 “This machine,” according to Agba (2001; p.25) “was being

used by SUNRAY NEWSPAPERS, Port Harcourt, in the

production of their copy both within and outside the station as

described above”, it makes production easier, more accurate

and interesting.

Others include, the ELECTRONIC EDTTJNG which makes editing

Job faster and accurate, in order to meet up with the deadline

for news production, DECENTRALISED Printing (through the aid

of the facsimile), COMPUTERISED TYPESETTING, and so on.

With these technologies in place, the tediousness accompanied

with the type setting of copies have been erased and these have

made the newspaper business an interesting one.

Also, with the increase in the educational level, citizens are

becoming more politically conscious and the need for information

is increasing. They want to get information on occurrences within

and outside the country and it is, therefore, the duty of the

newspaper industry to provide them with such detailed

information.

52
The competition within the newspaper industry has led to a wider

coverage and better quality of newspapers. This is done in order

to attract advertisers and retain or increase the readership of

newspapers.

Due to competition from the broadcast media (Radio & T.V),

newspapers, according to Defleur & Dennis (1994), increasingly

emphasize their function of in-depth coverage and analysis.

Moreover, newspapers remain a personal and local medium

where readers find information about events, people and

institutions in details within their own community. Thu,

newspapers continue to serve needs that are difficult for other

media to fulfill.

5.3 RECOMMENDATIONS

Based on the findings of this study, the researcher recommends

the following:

53
i. Government should subsidize the cost of printing materials

and reduce the high import duty on newsprint. Government

should revive Nigerian Newsprint Manufacturing Companies

across the nation

ii. Newspaper houses should carry out a staff audit in order to

replace workers on jobs that they are proficient in. this would

encourage and enhance specialization in various news beats

which would also improve the quality of news reporting.

iii. Since the newspaper houses pay Value Added Tax (VAT) on

newsprint and other printing inputs, the federal Government

should restrain the federal inland Revenue service from

threatening and harassing the newspaper companies on the issue

of VAT, As Ekpu (2002) puts it “we’re rendering a service that is

different from many others and in an environment that is

business unfriendly, we need no additional road blocks”.

iv. The Newspaper houses should be properly funded in order to

perform their traditional functions of educating, informing and

entertaining the people.

54
 v. The Government at any level should be at the vanguard of

bringing the media close and carrying them along in order to

have a mutual relationship with them during its period of

governance. Through this way, the people would see the

transparency in government policies.

vi. Newsmen should be properly paid and offered incentives in

order to motivate them to work better. This would also reduce

their demand for special gratification and enhance objective

reporting.

vii. The Newspaper company should ensure the recruitment of

properly trained personnel, for, according to the Nigerian Press

Council (1998), the more educated a reporter is, the more

confident and secure he’s likely to feel.

55
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