Newspapers’ Usage of Multiple Channels in News Dissemination and Its Implication on Their Business Survival

Rosemary Ikeme, Wilfred Oritsesan Olley and Daniel Ewomazino Akpor
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Rosemary Ikeme: Department of Mass Communication, Edo State University Uzairue – Nigeria
Wilfred Oritsesan Olley: Department of Mass Communication, Edo State University Uzairue – Nigeria
Daniel Ewomazino Akpor: Department of Mass Communication, Edo State University Uzairue – Nigeria

International Journal of Research and Scientific Innovation, 2023, vol. 10, issue 06, 44-52

Abstract: The introduction of internet technology came with multiple channels through which newspaper now distributes their contents to readers to keep them informed to make profits. This study looks at newspapers’ use of multiple channels for news dissemination and the implication for their business survival. To tackle this research work, the survey method with the use of a questionnaire was adopted. The Technological Determinism theory was chosen for this study. Data for the research work were obtained from the staff of The Nation newspaper, a leading national daily in Nigeria. The data obtained were presented, analyzed, and interpreted with the use of the Statistical Package for the Social Sciences (SPSS). The study found that the introduction of multiple channels has affected news production as readers are now used to getting news content from various channels just as the profit from multiple channels is sustaining newspaper enterprises. The study recommended, among other things, that newspaper companies should seize the initiative from digital platforms to create workable online multi-channels to draw large readerships while still retaining their print version, and since it is obvious that readers are now adapting to multiple channels, they should fully adopt the use of multiple channels to stay afloat in business.

Date: 2023
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