EVALUATION OF FREE READERS ASSOCIATION OF NEWSPAPERS AND THE MARKETABILITY OF NATIONAL DAILIES IN PORT HARCOURT

Abstract

This paper examined Free Readers Association of Newspapers and the Marketability of National Dailies in Port Harcourt which aimed to fill the gap in existing research, which has focused on marketability and the impact of free readers on national dailies without exploring the specific dynamics in Port Harcourt. The objectives of this study are to; determine the influence of free readers association of newspapers and  the marketability of national dailies in Port Harcourt, ascertain the level of patronage of  free readers association of newspapers and the marketability of national dailies in Port Harcourt; and to find out the type of News content that interests Free Readers Association of Newspapers in Port Harcourt the most.The study draws its strength from uses and gratification theory. It adopted survey research design using questionnaire as its research instrument. The population of the study consisted of  vendors of National Newspapers in Port Harcourt, which was 100 according to PRAN 2025; and the sample size were 100 vendors who had sold Punch, The Nation and other newspapers in Port Harcourt for more than four years. The study adopted the purposive sampling technique. The study used four point Likert scale for data analysis. Consequently, the study found that free readers association of newspapers of Nigeria has negative and positive influence in the marketability of national dailies in Port Harcourt. The study also found that the level of patronage from free readers association of newspapers to vendors cannot be compared to the amount of newspapers they read for free. It was found also that FRAN have more interest on sport and political news contents. The study concludes that the excess of free readers association of newspapers should be curtailed to give room for prospective customers. The study recommends for enactment of legislation that will guide the relationship between the free readers association of newspapers in Nigeria and the vendors. Similarly, the study advocates for monthly or weekly subscription or monthly stipends for newspaper houses by free readers association of newspapers of Nigeria for the benefit of newspaper houses in Port Harcourt, this will minimize the seeming conflicts between vendors and free newspaper readers.