Online Advertising Revenue and the Operations of Newspapers in Nigeria: A Qualitative Analysis

Abstract

Online advertising revenue is arguably a great innovation with ambivalent impact on the operations and management of newspaper industry all over the world. The yields from this innovation is seen as a huge source of survival to newspaper outfits and at the same time pose a lot of challenges for newspapers to establish and maintain online versions. The foregoing has nonetheless led some newspaper outfits to have a fair share of advertising revenue as well as expand their readership base while others have derailed and gone moribund. This study therefore seeks to evaluate the interface between online advertising revenue and operations of newspapers in Nigeria. The study adopts the qualitative analytical approach in highlighting relevant concepts to the topic of inquiry and concludes that Nigeria newspaper industry have joined their counterparts all over the world to have online presence and then enjoy a fair share of online advertising revenue. It recommends among others that newspaper establishments in Nigeria should strive to balance their quest for advertising revenue and professional ethics of journalism.

Key words: Online advertising revenue, Operations of newspapers, Qualitative analysis, Nigeria.