Assessment of Pattern Editorial Readership in Nigerian Newspaper
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Date
2014-03
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KSU Journal of Mass Communication
Abstract
There is no denying the fact that people selectively read or listen to the mass media messages for obvious reasons. While some listen or read for entertainment, others do that for information or education among others. In view of this, the researchers carried out a survey on newspaper editorial readership in Nigeria in 2013 to determine the number of people that read editorial and for what reasons. Findings show that 81 per cent of the respondents randomly drawn from Makurdii, Benue State of Nigeria read editorial and most (88%) read for the purpose of education or information. While 39 per cent prefer editorial of interpretation, most (38%) are civil servants with males in the majority (59%). The study concludes that editorial readership culture in Nigeria is encouraging. It recommends among other things that the editorialists should always localise their editorials to sustain interest of readers.
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Keywords
Editorial, Readership, Afghanistanism, Exposure, Ownership