ASSESSMENT OF NEWSPAPER CIRCULATION AND READERSHIP IN NORTHERN GHANA

Abstract

There is a widespread concern that the print newspaper industry across the world and in Ghana particularly faces an uncertain future and a long-term decline in readership and circulation due to the prevalence of internet mediated News websites, making print newspapers obsolete in their present format. This paper is an assessment of the circulation and readership of printed newspapers in the northern regional capital, Tamale. It investigates preferred News sources among newsreaders and examines consumption pattern of newspapers in the metropolis. It discussed the challenges the print media industry faces in the wake of News websites’ proliferation in the Ghanaian media landscape. The paper is based on exploratory research design. It sampled four leading print newspapers in Ghana (Daily Graphic, Daily Guide, Ghanaian Times and Business and Financial Times) as reference points for data collection. Four newspaper vendors who vend these newspapers in the metropolis were sampled through simple random sampling. The paper finds a sharp decline in circulation and readership of printed newspaper in the metropolis in favour of internet powered News websites. The paper concludes that although newsreaders prefer sourcing News online, they still find the traditional printed media as the most credible and reliable sources for News. The paper recommends that the traditional print media take advantage of the reach of internet powered platforms to create online presence and ensure that they innovate to get newsreaders subscribe to their brands since print newspaper readership is gradually declining in the metropolis.