Influence of Newspaper Aesthetics on Readership in North-Central Nigeria

Abstract

This study examined the influence of newspaper aesthetics on readership in North-Central Nigeria. Using a selection of mainstream newspapers in  Nigeria- Daily Trust, Leadership, New Telegraph, The Daily Sun and The Guardian, the study employed survey and in-depth interview methods for eliciting information from respondents. The population of respondents was drawn from all the six States in North — Central Nigeria, with a sample size of 400 respondents. The study found that aesthetic elements, such as good design, layout, bold font size and captivating headlines, the use of photographs and visual illustrations attract readers to particular newspapers and news stories. The study found, specifically, that readers’ satisfaction with aesthetic quality of a newspaper significantly contributes to their patronage and readership. Hypothesis tested showed a significant relationship between newspaper aesthetics and readership in North-Central, r = .732, P<.01. Given the vital place of aesthetic elements in newspaper patronage and readership, the study concluded that newspapers with  low aesthetic quality are likely to experience low patronage and readership. The study, therefore, recommended that editors and publishers should take advantage of reprographic technology to ensure that newspapers have high aesthetic value to gain more readership.