ROLE OF ADVERTISEMENT IN NEWSPAPER PATRONAGE
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ROLE OF ADVERTISEMENT IN NEWSPAPER PATRONAGE
ABSTRACT
The project’s title is “The Role of Advertisement in Newspaper Patronage: A Case Study of Nigerian Tribune Newspaper, a stable of African Newspapers of Nigeria (ANN) PLC Ibadan.”
The goal of this research is to determine the role of advertising in newspaper patronage, with a particular emphasis on Tribune Newspaper.
The survey method was used as the research approach, using a questionnaire as the data collection instrument; residents of two local governments in Osun state were picked at random.
The sample size for Boluwaduro and Boripe Local Governments was chosen to be 60 respondents each. A assessment of available research found that no organisation can survive in a competitive environment without advertising.
The history and progress of information technology have caused many media organisations to reconsider how they attract and retain customers. According to the data gathered, the majority of respondents agreed that newspaper advertisements helped increase newspaper sales, particularly for the Nigeria Tribune Newspaper.
The researcher determined that advertisement by a newspaper house is a need for purchasing newspapers in Nigeria. It is proposed that the NUJ and NPAN ensure that media houses maintain high standards of professional practice and firmly adhere to the ethics of the profession in exchange for the large sums of money received from advertisers in newspapers.
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