Sustenance Of Nigerian Mass Media Industry The
Critical Role Of Advertising
1
TABLE OF CONTENTS
Title page
II
Approval page
III
Dedication
IV
Acknowledgement
V
Abstract
VII
Table of Contents
VIII
CHAPTER ONE
INTRODUCTION
1
1.1
Background of the study
1
1.2
The History of the Media
4
1.3
Objectives of the study
8
1.4
Significance of the study
8
1.5
Statement of research problem
9
1.6
Research Questions
10
1.7
Research Hypotheses
10
2
1.8
Definitions of Terms
11
1.9
Assumptions
13
1.10 Limitations of the study
14
CHAPTER TWO
LITERATURE REVIEW
2.1
Sources of Literature
15
2.2
Theoretical Frame Work
18
2.3
The print Media problem
2.4
Print Media Break Even Means
2.5
Advertising, A case promotion of the Print Media 23
2.6
Advertising and press Freedom
2.7
Broadcast Media
2.8
Advantages of Advertising in the
Broadcast, Media
2.9
20
25
27
27
The Government Advertising and the
Broadcast Media
30
3
2.10 Broadcast Media and Advertising Agencies has it been sweet
Romance.
33
CHAPTER THREE
RESEARCH METHODOLOGY
3.0
Introduction
36
3.1
Research Method
36
3.2
Research Design
37
3.3
Research Sample
39
3.4
Measuring Instrument
39
3.5
Data Collection
40
3.6
Data Analysis
41
3.7
Expects Results
42
CHAPTER FOUR
DATA ANALYSIS AND RESULTS
4.1
DATA ANALYSIS
43
4.2
Data Distribution And Analysis
43
4
CHAPTER FIVE
5.1
Summary
55
5.2
Conclusion
56
5.3
Recommendations
58
References
60
Bibliography
62
Questionnaire
66
5
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
The media and advertising as separate institutions have a
unique symbiotic relationship. Dating back to the history of
the “Print Media in Nigeria, the Lagos weekly record by John
Jackson was able to survive until late eighteen century in the
face of low patronage, readership, amateurism, and stiff
competition that characterized the
early print media in
Nigeria because of government adverts placed in it. This 150
points a year advertisement gave the weekly record about
400 ponds in 1900 the (Fred Omu) (Fed Omu, 1978: 1933).
Today, the trend is still the same. The media men and
advertising practitioners cannot still cope without each other. On
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the hand, there is no way the advertiser can send his message
across without the use of the media.
There are lots of other gains to be derived from the media
advertising relations which this paper intends the explore to my
capability.
In the mean time, it is relevant to induced at this point a brief
definitions of the basic institutions on which lies the care of this
research project, as their importance. The media on one hand is
associated with mass communication. The media being the
medium for mass communication, and mass communication which
involves comminuting with a mass audience or a large number of
people at a particular time (Nwosu 1987). Although the use of a
mass medium or a combination of media is not mention it is an
essential need in mass communication.
Adverting on the other hand, has, many definitions “based on
individual under standing, what advertising is (Nwosu , 1999). He
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believes the best definition of advertising is that “it
is mass
communication which is aimed amend at helping to sell goods
services , idea, persons” .
This definition apparently point out that advertising and media
have a lot in common. Here is becomes necessary to examine the
extent of the commonalties, and chiefly the ways advertisement is
indispensable to the media survived. However, it could not be rule
out the fact that there are some basic differences, that are not
covered by theme of this research project.
In viewing this study on the side of the broadcast media in
Nigeria, the case is still almost the same. Time has actually passed
when the Nigerian broadcast stations were been supported solely
by government funds. But the begging of the depression,
advertising revenue from the sales of time and programmes has
become from the sales of time and programmes has become a
viral sources of income for broadcast media in Nigeria. Hence the
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100% government owned broadcast media have gone particularly
or full commercial.
Lastly, this study would be based on a study of prominent
newspapers and broadcast stations.
For better understating of this topic. It is however, pertinent to
out line a brief history of the media and how it relates to
advertising.
1.2
THE HISTORY OF THE MEDIA
The media in Nigeria started as early as 1854 when a
publication. IWE IROHN was established by revered gentlemen
Henry Town send. At that time it was solely for religions purposes,
and as such there was nothing like advertisement in the
publication.
Soon after that, a total of fifty – one newspapers was
established in 1880 and 1937. The Lagos weekly record own by
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John Jackson was the publications, and that made it to last longer
than other newspapers as the government arranged to pay
Jackson a sum of 150 pounds a year or government notices in the
weekly record. It should also be observed that advertisement
brought a revenue of about 300 pounds in 1875, and 400 ponds
in 1900.
Noteworthy is the face that contemporary news papers than
was not able to last long because of financial difficulties, hence
some were running at a loss,
and this was due to lack of
advertisement that could have helped to meet cost of production
and as well make profit for those newspapers.
Apart from the Lagos weekly record, the Daily. Times which
was a partnership venture between certain Nigeria, and European
businessmen was another newspaper was sustained though “ the
significant expansion in advertisement support”.
10
The broadcast media formally started in Nigeria
with the
inauguration of Nigeria Broadcasting service. In 1751, in Lagos,
this was followed by the establishment of Western Nigeria
Broadcasting Service in 1957. Eastern Nigeria Broadcasting
service in 1952 and Northern Nigeria Broadcast media was solely
founded by the government. In 1967 when 12 stated were created,
broadcast media increased. With further creation of states in 1976
and 1988, more broadcasting stations were established as states
want it for present and dissention of information of government
policies.
Only state own Broadcast media and Nigerian Television
Authority (NTA) sell advertise time. The Federal radio corporation
(FRCO) was still being funded by the government, not until 1982
when government allowed it to go commercial. This than increase
the number of stations in the country, thereby giving advertisers
many stations which they can buy air time.
11
Advertising in Nigeria can be traced back to 1928, when the
former West African publicity company, now LINTAS led to the
advertisement of other advertising outfit as Hormblow code and
Freeman, Glilines West Africa, Anger and Tunner, and Nigeria
Burean of publicity. One unique characteristic of all these
advertising outfit is that they were mainly owned by foreigners.
It is not all that is a success story between 1930 and
1940,
in that they have initial problem in the form of ‘absence of local
experts, and insufficient publicity houses”.
Between 1928 to 1944 there was not much relationship
between the media and these advertising outfits, as “the press
medium begun to play a minimal role in Nigeria advertisement.
There were the Daily Times, Lagos Daily News and Nigerian
Telegraph. The situation continued until the 1950s and 1960s that
advertising begun to become popular.
12
In 70s, there was emergence of indigenous advertising outfits
funded and owned by Nigerians. As at 1988, there were about 68
advertising with the increase in economic activities and need to
promote products, services, services, ideas, there comes the need
to advertising, and the media to send message across.
1.3
OBJECTIVE OF THE STUDY
The objective (s) of this study is to find out if advertising has
any role to play in the sustenance of the media.
It will also of important interest (s) to point out how this
role I played, and of what relevant it is to the media.
1.4
SIGNIFICANCE OF THE SYUDY
The significance of this study is that it will help media and
non – media people to know if advertising plays critical role in
the sustenance of Nigerian mass industry. And if it plays and
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role, has this role been played or properly played. I will
believe that this
will help media practitioners and the
advertising practitioners to find ways of improving the role. It
will also help them to appreciate each other problem to their
mutual benefit.
1.5
STATEMENT OF RESEARCH PROBLEM
It has been observed that running a mass media is capital
intensive enterprises over the years, so many Nigerian mass
media fund and it is under a dispute whether all the avenue
that
help
in
sustaining
a
mass
media
come
from
advertisement. Therefore, this project is geared towards
finding the critical role of advertising in the sustenance of
Nigeria most media industry.
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1.6
RESEARCH QUESTIONS
1.
Does advertising help to sustain Nigerian mass media
industry ?
2.
Is advertising as a profession advanced in Nigeria ?
3.
Do mass media audience advertise in the different media are
expose to ?
4.
Do the income from adverting form a significant part of the
industry’s revenue?
1.7
RESEARCH HYPOTHESES
H1
Advertising helps to sustain Nigeria mass media industry
H2.
Advertising does not help to sustain Nigeria mass media
industry.
H2
Advertising as a profession is advanced in Nigeria.
H3
Mass media audience advertise in the different media they
are exposed to.
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H0:
Mass media audience does not advertise in different media
they are exposed to
H4
The income from advertising form a significant part of the
industry revenue.
1.8
DEFINITIONS OF TERMS
1.
Mass Media
Conceptual Channels of information and
news such as newspaper, magazines,
radio and television.
Operational
It is modern Charnels of mass
Communication used to disseminate
News and information to very diverse
Cum large numbers of people
Simultaneously.
2.
Target Audience
Conceptual - Target – any object aim
at audience fathering of people for the
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purpose of hearing a speaker.
Operational
Placement of advert by the advertising
Agencies in the media to make the
Advertisement research the target
audience.
3.
Advertising
Conceptual -
Creation of awareness about a product
Idea or service to people in television
Radio and newspaper.
Operational
Is the paid form of non personal
Presentation and promotion of ideas,
Good or service by an identified sponsor
Advertisement is abut for something,
A notice, picture or film telling people
about a product job or service.
Operational -
Is independent organization of creative
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People and business people who specialize in
The development and preparation of
Advertising, plan advertisement and other
Promotional tools like AAPN.
1.9
ASSUMPTIONS
It is assumed that at the end of this work it would have been
proved that advertising sustained the Nigerian mass media
industry.
This work would also bring to the forefront that the media
cannot survive without advertising:: This was based on the fact that
no media industry can survive on it listership or readership.
However, it is assumed that after writing this project any
Nigeria mass media practitioner who reads through it will be able to
know the impact addressing have in sustenance of Nigeria mass
industry.
project any Nigeria mass media practitioner who reads
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through it will be able to know the impact addressing have in
sustenance of Nigeria mass industry.
1.9
LIMITATIONS OF THE STUDY
The impediments encountered in the process of this research
work includes the following.
Time – is a major factor in data collection and other relevant
information in use.
Finance – is another very important factor. I could not travel
for and wide to exhaust the work of Nigeria mass media industry.
Other impending factors include human resources and journals etc.
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