ADOPTIONOF DIGITAL DISTRIBUTION CHANNEL AMONG NIGERIAN NEWSPAPERS

ABSTRACT

This study examined the adoption of digital distribution channels among Nigerian Newspapers. The study covers both online and offline newspapers. In carrying out this research, 50 newspapers’ website were examined, using the content analysis method. The findings indicate that the newspapers adopted 22 out of 24 digital distribution channels available online and offline. Most of newspaper websites examined adopted social media distribution channel with Facebook as the most extensively used (44 newspapers) followed by WAP which was adopted by 41 newspapers. The least adopted distribution innovations were webcasting and audio streaming. It is recommended that scholars should conduct further studies to find out the motives and benefits of adopting these innovations.

TABLE OF CONTENTS

Title page                                                                                                                   

Certification…………………………………………………………………………………i

Dedication…………………………………………………………………………………...ii

Acknowledgements…………………………………………………………………………. iii

Table of contents…………………………………………………………………………..….iv

Lists of tables………………………………………………………………………………….vii

Abstract……………………………………………………………………………………….viii

 

CHAPTER ONE: INTRODUCTION

1.1        Background to the study………………………………………………………………..1

1.2        Statement of the problem……………………………………………………………….3

1.3        Research questions………………………………………………………………………3

1.4        Hypothesis……………………………………………………………………………….4

1.5         Rationale of study……………………………………………………………………….4

1.6        Scope of the study………………………………………………………………………..4

1.7        Significance of the study…………………………………………………………………4

1.8        Limitations to the study…………………………………………………………………..5

1.9      Definition of terms…………………………………………………………………………5

      References……………………………………………………………………………….8

 

CHAPTER TWO: LITERATURE REVIEW

2.1       Introduction………………………………………………………………………….9

2.2       Conceptual review…………………………………………………………………..8-12

2.3       Review of Germane Studies………………………………………………………....12-14

2.3       Theoretical framework………………………………………………………………14-16

            References…………………………………………………………………………17-18

 

CHAPTER THREE: METHODOLOGY

3.1       Research design,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,19

3.2       Population of study……………………………………………………………………..19

3.3       Sample design and procedure………………………………………………………..19-20

3.4       Sample size………………………………………………………………………………20

3.5       Data collection procedure and instrument………………………………………………20

3.6     Content categories………………………………………………………………….....20-24 

3.7     Unit of analysis…………………………………………………………………………...24

References………………………………………………………………………………………25

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.0       Introduction……………………………………………………………………………26

4.1       Data presentation and analysis……………………………………………………….23-51

4.3       Discussion of findings………………………………………………………………52-53

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1       Summary……………………………………………………………………………54-55

5.2       Conclusion……………………………………………………………………………55

5.3       Recommendations………………………………………………………………………55

Bibliography………………………………………………………………………………..56-57

Appendix……………………………………………………………………………………….58

LIST OF TABLES

Table 1: Distribution channels available ……………………………………………………23

Table 2: Archive Distribution Channel………………………………………………………24

Table 3: Translator Distribution Channel …………………………………………………… 24

Table 4: DVD/CD Distribution Channel……………………………………………………… 24

Table 5:  Web Distribution Channel…………………………………………………………… 25

Table 6: PDF Distribution Channel…………………………………………………………….. 25

Table 7: Webcasting Distribution Channel…………………………………………………….. 25

Table 8: Podcasting distribution Channel………………………………………………………. 26

Table 9: WAP distribution Channel……………………………………………………………. 26

Table 10: PDA Distribution Channel……………………………………………………………27

Table 11: TabletPC distribution Channel………………………………………………………..27

Table 12: SMS distribution Channel………………………………………………………….... 27

Table 13: E-mail distribution Channel………………………………………………………… 28

Table 14: RSS Feed Distribution Channel……………………………………………………..28

Table 15: Blog Distribution Channel………………………………………………………….. 29

Table 16; Video streaming Distribution Channel……………………………………………… 29

Table 17: Audio Streaming Distribution Channel……………………………………………… 30

Table 18:  E-Paper Distribution Channel……………………………………………………….. 30

Table 19: Apps Distribution Channel……………………………………………………………31

Table 20: Dscussion Groups Channel…………………………………………………………... 31

Table 21: Facebook Distribution Channel……………………………………………………… 32

Table 22: Twitter Distribution Channel………………………………………………………… 32

Table 23: Instagram distribution Channel……………………………………………………… 32

Table 24: LinkedIn Distribution Channel………………………………………………………. 33

Table 25: Google Plus Distribution Channel…………………………………………………… 33

Table 26: Distribution Channels that offer Interactivity Options………………………………..51

LIST OF FIGURES

Figure 1: Bar Chart representation of the Archive channel……………………………………...34

Figure 2: Bar Chart representation of the Translator channel …………………………………...35

Figure 3: Bar Chart representation of the DVD/CD channel…………………………………….35

Figure 4: Bar Chart representation of the Web Channel…………………………………………36

Figure 5: Bar Chart representation of the PDF Channel…………………………………………36

Figure 6: Bar Chart representation of the Webcast channel………………………………….….37

Figure 7: Bar Chart representation of the Podcast channel………………………………………37

Figure 8: Bar Chart representation of the WAP Channel…………………………………….….38

Figure 9: Bar Chart representation of the SMS Channel………………………………………...39

Figure 10: Bar Chart representation of the E-mail Channel………………………………...…...39

Figure 11: Bar Chart representation of the RSS Feed Channel………………………………….40

Figure 12: Bar Chart representation of the Blog Channel……………………………………….40

Figure 13: Bar Chart representation of the Video Streaming Channel…………………………..41

Figure 14: Bar Chart representation of the Audio Streaming Channel…………………………..42

Figure 15: Bar Chart representation of the E-Paper Channel……………………………………42

Figure 16: Bar Chart representation of the Application Channel……………………………….43

Figure 17: Bar Chart representation of the Discussion Group Channel…………………………43

Figure 18: Bar Chart representation of the Facebook Channel………………………………….44

Figure 19: Bar Chart representation of the Twitter Channel…………………………………….44

Figure 20: Bar Chart representation of the Instagram Channel………………………………….45

Figure 21: Bar Chart representation of the LinkedIn Channel…………………………………..45

Figure 22: Bar Chart representation of the Google Plus Channel……………………………….46