Social Media and Online Newspaper Advertising Revenue

Kris Martins Obiaje; Prof. Bayo I. Oloyede; Bernice Oluwalanu Sanusi, PhD; Felix Olajide Talabi, PhD

doi:10.5281/zenodo.14037163

Social Media and Online Newspaper Advertising Revenue

Authors

Kris Martins Obiaje Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria https://orcid.org/0009-0000-8721-1457
Prof. Bayo I. Oloyede Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria https://orcid.org/0009-0000-8721-1457
Bernice Oluwalanu Sanusi, PhD Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria https://orcid.org/0009-0000-8721-1457
Felix Olajide Talabi, PhD Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria https://orcid.org/0009-0000-8721-1457

DOI:

https://doi.org/10.5281/zenodo.14037163

Keywords:

Advertising Revenue, Nigerian Newspapers, Social Media Advertising, Advertising Income, Advertising Spend

Abstract

The researchers analyzed the financial stability of newspapers based on their online revenue. Using quantitative content analysis, they examined the volume and profit margins of advertising revenue for eight Nigerian national newspapers, comparing income from their websites against revenue from social media platforms. They coded and analyzed 3,861 advertisements between December 17, 2023, and January 29, 2024, revealing an industry gross revenue of ₦462,829,542 (US$325,831). Data indicated that, although Nigerian newspapers have a substantial social media following, only 1.1% (₦4.8m—US$3,889) of income was generated from these platforms during the study period. Furthermore, revenue generation was comparable between strictly online and online versions of print titles. The researchers recommended that newspapers capitalize on their social media following by focusing on sponsored content, which holds substantial advertising potential; marketing strategies should be intensified to attract this type of revenue.

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2024-11-05

How to Cite

Kris Martins Obiaje, Prof. Bayo I. Oloyede, Bernice Oluwalanu Sanusi, PhD, & Felix Olajide Talabi, PhD. (2024). Social Media and Online Newspaper Advertising Revenue. GVU Journal of Research and Development, 1(2), 204–216. https://doi.org/10.5281/zenodo.14037163

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Vol. 1 No. 2 (2024): GVU Journal of Research and Development

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Reference Section

Text Books

Asemah, E.S., Gujbawu, M., Ekhareafo, D.O. & Okpanachi, R.A. (2012) Research methods and procedures in mass communication. Jos: Great Future Press.

Journals

Asemah, E. S., Okpanachi, R. A. & Olumuji, E. O. (2013). Communicating corporate social responsibility performance of organisations: A key to winning stakeholders' goodwill. International Journal of Arts and Humanities, 2 (4), 27- 54.

Enerijiofi, K. E., Akapo, F. H. & Erhabor, J. O. (2021). GC-MS analysis and antibacterial activities of Moringa oleifera leaf extracts on selected clinical bacterial isolates. Bulletin of the National Research Centre, 45 (179), 1 -10.

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Nwaoboli, E. P. Chukwu, N. V. & Asemah, E.S. (2021). Mass media and coronavirus campaigns in Benin City: Examining the status conferral approach. In E. S.

Asemah., J. U Idialu., S. O. Ajagun., M. Osemeke., E. Okwudiri., M. Oaikhena., F. Ohiokha & K. Ola (Ed.).Pandemic in the 21st Century: Multi-dimensional Approaches. Edited Conference Proceedings of the 2nd College of Management and Social Sciences 2021 Conference. Ogwa: Samuel Adegboyega University.

Edited Books

Nwaoboli, E. P. & Asemah, E. S. (2021). Textual analysis of select online media use of fear appeals in the promotion of COVID-19 vaccination in Nigeria. In E. S. Asemah (Ed.). Communication, Pandemic and Civil Unrest in Nigeria (pp. 5-19). Enugu: Franklead Press.

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Egunjobi, J. P. (2020). Wearing mask to combat COVID. Retrieved from https://www.researchgate.net/publication/341881748_Wearing_Mask_to_Combat_COVI D.

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Eze, J. K. (2022). Communication and development. The Daily Sun, August 24th , p. 5.

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Eze, J. K. (2022). Communication and development. The Tell Magazine, June 24th, p. 5.

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