How Nigerian Print Publishers Explore Web-based Income Streams for Survival
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Date
2019-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Covenant Journal of Communication (CJOC)
Abstract
As traditional mass media grapple with hyper-competition
globally with the attendant challenges of web-based alternatives and
loss of readership and revenue, they are migrating online for survival in
line with the contemporary management models. In Nigeria, it is not
certain how they are adjusting to these new realities. This study
examines the income-generation profiles of online news media in the
country within the context of the technological determinism and
mediamorphosis theories. Contents from 183 publishers were analyzed
while four respondents were interviewed. Findings show that the
websites generate revenue from advertising, online sales, downloadable
content, subscription, syndication, sponsoring of links and affiliate
marketing. Banner advertising was the most widespread (available on
over 47% of the websites) while the advertisement billing trend appears
flexible and partly compensates for offline losses. These findings
indicate that the search for alternative sources of revenue in the digital
environment is yielding results. To sustain revenue generation and
evolve more income streams, publishers should deploy more resources
to website optimization as well as online syndication and collaboration
Description
Keywords
Book,, Newspaper, Magazine Publishing, Advertising Revenue, Web Publishing