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

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

DOI: https://doi.org/10.51244/IJRSI.2023.10605

Received: 28 May 2023; Accepted: 07 June 2023; Published: 04 July 2023

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.

Key Words: Newspaper, Multiple channels, Media enterprise, Media market

I. Introduction

Background to the Study

The rise of technology is harming the newspaper industry (Kalombe & Phiri, 2019). This suggests that the conventional approach to newspaper content production and delivery may soon be obsolete (Ardia et al., 2020). Across the globe, the majority of newspaper readership has shifted to the internet, where content is increasingly accessed using electronic devices such as computers, cellphones, e-readers, tablets, cable news, and business blogging platforms, among many others (Chido, 2018). This makes it easier and less expensive for readers to get news because they can access a wide range of news sources from one location. Also, the internet provides readers with easy ways to more actively participate in the communication process through rapid feedback boards, which facilitate lively discussions between readers and moderators who are representatives of the news outlets (Chido, 2018). For this reason, most media firms have moves successfully providing content for a single digital channel to providing digital channels. The present shift toward multiple channels has changed not only the products and operations of the media industry, but also how media managers conceptualize content. The amount of media content has generated greatly increased as a result of multiple channel tactics and the audience now has more options when consuming newspaper content (Markhortykh et al., 2021).