| Title: |
Analysis of New Media Integration and Readership Of Nigerian Newspapers: Evidence from Readers Resident Within FCT-Abuja, Nigeria |
| Author(s): |
Onoja Ibe Ben, Okaiyeto Simon Ayodele, Reuben Ata-Awaji Anthony & Agara Daniel Nnanna |
| Abstract: |
This study investigates the nexus between new media integration and readership of Nigerian Newspapers among readers resident within FCT-Abuja. It specifically described personal characteristics of newspapers' readers in FCT-Abuja; examined whether the new media integration has enhanced-or-reduced readership among readers; and ascertained whether the new media integration has enhanced-or-reduced patronage of print newspaper editions among readers. The study was anchored on Diffusion of Innovation, and Mediamorphophasis theories. The study was carried-out in FCTAbuja. Data were collected from readers resident within FCT-Abuja using online questionnaire and a total of 384 respondents randomly responded. Data were analysed using descriptive and inferential statistics. Finding revealed that the readers of Nigerian Newspapers were predominantly male (63.8%) between the age of 31-40 years (51.6%) with at least a Degree/HND/PGD certificate (89.6%), and mostly civil servants (42.7%). The majority (97.1%) of respondents sourced or followed news and other information on new media, while their choice of newspaper version was ranked as both print and online news (51.8%), online news only (42.2%), and print news only (6%). Furthermore, majority (73.8%) of the respondents confirmed that new media integration has enhanced their readership of Nigerian Newspapers but has simultaneously led to a decline in patronage of print newspaper editions (67.2%). The regression analysis further confirmed that integration of new media had positive/significant influence on readership of Nigerian Newspapers (?=0.488; p-value=0.000). Conclusively, integration of new media therefore has greatly enhanced readership of Nigerian newspapers but has simultaneously led to a decline in patronage of print newspaper editions. |
| Keywords: |
new media, newspapers, social media, mediamorphosis
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