The Advertising Paradigm in Nigerian National Dailies: A Content Analysis Approach

The Nigerian print media have recorded tremendous growth through technological innovation and advancement that have resulted in increased number and content of national dailies. The print media as a powerful force of communication engineered by its competitive advantage of low cost and possibility of referral is largely patronised by advertisers. Using a combination of content analysis and unobtrusive observation, this study examined the composition of adverts placement in three Nigerian National Dailies with a view to gain insight into the level and structure of advertisements placement. The analysis described in a conceptual form the phenomenon of different classifications of advertisement published in The Nation, Sun and Punch newspapers for a period of one week. The findings of the study revealed that consumer and public service adverts take predominance when the adverts are categorised based on audience and theme/content respectively. Also Punch newspaper recorded the highest number of pages with adverts placement as well as highest number of adverts placed. The study postulates that advertisers in Nigeria are cognizance of the numerous benefits of print media advert and this is reflected by the quantum of adverts placement in Nigerian national dailies.

Key Words: Print Media, Advertisement, The Nation, Sun, Punch, Newspaper