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Book Promotion Efforts in Select Nigerian Newspapers

Samue" !'ere$ P(.)
&*
+ernice !"uwa"anu Sanusi
2

&. )epartment o, Mass Communication$ +a-coc' .ni/ersit0$ I"is(an-1emo$ !gun State$ Nigeria
2. +ernice !"uwa"anu Sanusi$ department o, mass Communication$ 1edemmer2s uni/ersit0$ Mowe-I-a,o$
!gun state$ Nigeria
* 3-mai" o, t(e corresponding aut(or4 samo'ere&5gmai".com

Abstract
6(is stud0 on t(e -oo' promotion e,,orts in se"ect Nigerian newspapers was guided -0 t(e ,unctiona"ist t(eor0
w(ic( emp(asi7es t(at t(e media (e"p to co-ordinate /arious parts o, t(e societ0 -0 gat(ering and disseminating
/a"ua-"e in,ormation. It e8amined (ow -oo' pu-"is(ers used t(e newspaper medium to promote t(eir -oo's -0
content ana"07ing &64 entries on -oo' promotion in t(ree nationa" newspapers. 6(is was ,or a ,our-0ear period
-etween 2%&% and 2%&3 and t(e newspapers are The Guardian, The Punch and The Nation. !-ser/a-"e patterns
in t(e promotiona" e,,orts o, t(e pu-"is(ers indicate a (ig( propensit0 towards t(e use o, p(otograp(s and
i""ustrations wit( a percentage rate o, 379 and 279 respecti/e"0. !, t(e t(ree newspapers$ The Nation (ad a
"eading position o, 49$ w(i"e The Guardian and The Punch ,o""owed wit( 339 and 229 respecti/e"0. :urt(er
,indings in t(e stud0 re/ea"ed t(at product ad/erts (9) and corporate ad/erts (49) t(at can position a -oo' and
t(e pu-"is(ers in t(e mar'etp"ace were t(e "east e8p"ored areas. !n t(e -asis o, t(is$ t(e stud0 recommends t(at
pu-"is(ers s(ou"d see t(e need to /igorous"0 use t(e newspaper to em-ar' on -ot( product and corporate ad/erts.
6(is (as t(e potentia" o, moti/ating peop"e to -u0 and read -oo's especia""0 i, t(e0 are e,,ecti/e"0 and
consistent"0 p"aced in t(e newspapers.
Keywords: +oo' promotion; +oo' pu-"is(ing; Product promotion; 1eturns-on-in/estment

1. Introdction
Producing -oo's and se""ing t(em to w(o"esa"ers or retai"ers w(o wou"d (ope,u""0 distri-ute to t(e readers is -ut
a ,raction o, t(e -usiness o, -oo' pu-"is(ing. Indeed a /er0 crucia" e"ement in t(is -usiness is t(at o, promotion.
It is t(e most e,,ecti/e wa0 o, creating awareness and e/entua" sa"es as it "ets t(e target audience 'now a-out t(e
e8istence o, a pu-"is(ing (ouse$ (er -oo's$ t(e aut(ors t(at write ,or suc( a (ouse and t(e -ene,its o, t(e -oo's.
6(roug( promotion$ pu-"is(ing (ouses see' and attain /isi-i"it0 in t(e mar'et p"ace.
6(e p"ace o, promotion in t(e pu-"is(ing c(ain is a strategic one. C(ristop(er (2%&%) su-mits on t(is ,act t(at
pu-"is(ing a -oo' is irre"e/ant and a waste,u" /enture i, no e,,ort is made to "et t(e target audience (a/e
in,ormation a-out its e8istence and its wort(. <'pena (2%%7) (ad ear"ier stressed t(at app"0ing e,,ecti/e and
e,,icient -oo' promotion tec(ni=ues is sine qua non ,or ac(ie/ing (ig( sa"es o, -oo's and a 'e0 too" in ac(ie/ing
t(e wa0 -oo's are percei/ed. <ccording to <marc(and and #arad(ara>an (&?7?) e,,ecti/e promotion re=uires
e,,ecti/e communication wit( midd"emen$ dea"ers and consumers. )aiwan (&???47) is o, t(e /iew t(at
promotion (as a ,undamenta" ,unction w(ic( is @to in,orm potentia" -u0ers o, t(e pro-"em-so"/ing uti"it0 o, a
,irm2s mar'et o,,ering$ wit( t(e o->ecti/e o, de/e"oping consumer pre,erences ,or a particu"ar product.2 It is
rig(t t(en to sa0 t(at a -eauti,u" co/er o, a -oo' or an0 ot(er de/ice wi"" not se"" a -oo' as muc( as i, t(e target
audience (as ade=uate in,ormation a-out it. 6(is is a sure means t(at wi"" (e"p t(em ma'e in,ormed purc(ase
decision.
Ait(erto$ t(e dominant Nigerian pu-"is(ers did not e8p"ore t(e mass media ,or product promotion compared to
t(e e,,orts o, manu,acturers o, consumer goods and ot(er products. Per(aps$ t(e0 were certain t(at an0 print-run
designated ,or a certain sa"es season wou"d (a/e no competiti/e mar'et. +ut wit( t(e emergence o, new and
entrepreneuria"-minded pu-"is(ing (ouses in t(e countr0 and a"so as a resu"t o, t(e (ars( economic en/ironment
w(ic( no "onger p"aces -oo' -u0ing on t(e priorit0 "ist o, most peop"e$ t(ere is t(e need ,or a re-consideration
,or -oo' promotion. 6(is stud0 t(ere,ore see's to e/a"uate (ow Nigerian pu-"is(ers (a/e -oug(t into t(e new
design o, -oo' promotion t(roug( t(e newspaper medium. 6(e stud0 co/ered a period o, ,our 0ears$ ,rom
Banuar0 2%&% to )ecem-er 2%&3. 6(ree nationa" newspapers name"0$ The Punch$ The Nation and The Guardian
were purposi/e"0 se"ected ,or t(e stud0.
6(is stud0 is guided -0 t(e ,unctiona"ist t(eor0 o, mass communication w(ic( e8p"ains socia" practices and
institutions in terms o, t(e @needs2 o, t(e societ0 and o, indi/idua"s (MacCuai"$ 2%%4 ?6-??). 6(e stud0 situates
promotiona" acti/ities -0 pu-"is(ing (ouses wit(in t(e genera" ,ramewor' o, t(e assumption o, t(e ,unctiona"ist
t(eor0 w(ic( states t(at t(e media e8ist to (e"p corre"ate or co-ordinate /arious parts o, t(e socia" s0stem -0
gat(ering and disseminating in,ormation and to act as power,u" agents o, socia"i7ation -0 transmitting societ02s
cu"tura" (eritage and its -asic s0stems o, norms and /a"ues. 6(is /iew is in tandem wit( t(e assertion -0
)ominic' (2%&2) t(at t(e media (a/e t(e capacit0 to per,orm t(e ,unction o, "in'age -0 >oining di,,erent
e"ements o, societ0 t(at are not direct"0 connected. <ccording to (im$ mass ad/ertising attempts to "in' t(e needs
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o, -u0ers wit( t(e products o, se""ers. 6(e under"ining ,actor t(ere,ore as it re"ates to t(e c(oice o, t(e
,unctiona"ist t(eor0 in t(is stud0 is t(at i, newspapers carr0 news a-out -oo's$ aut(ors and ot(er re"ated
in,ormation$ t(e0 are in ,act attempting to "in' readers and potentia" -u0ers wit( t(e -oo' on t(e one (and and
pu-"is(ers wit( wou"d--e aut(ors on t(e ot(er.

!. Promotion as an Essential "nction in Book Pblis#ing
Da/ine and Eac'man (&?F?42) regard promotion as Ga"" t(e too"s aimed at con/incing customers (audience
mem-ers and ad/ertisers) to -u0 or use a media productH. E(en app"ied to t(e -oo' pu-"is(ing industr0$ it
trans"ates to Ga"" t(e met(ods used -0 a pu-"is(er to "et t(e wor"d 'now t(at a -oo' e8ists$ and to ma'e peop"e
-u0 or want itH (Smit($ &??%4&22). It in/o"/es creating awareness ,or t(e e8istence o, t(e -oo' and t(e
su-se=uent e,,orts in persuading t(e audience to ac=uire it. 6(e success o, t(e pu-"is(ing (ouse depends so muc(
on t(e success o, -oo' promotion. It is a specia"ised acti/it0 t(at p"a0s an important ro"e as a determinant ,or
-oo' sa"es
+roo'ins (2%&4) descri-es -oo' promotion as an essentia" e"ement in t(e mar'eting mi8. It is a too" used -0
-usinesses$ -ot( "arge and sma""$ to in,orm$ persuade and remind customers a-out t(e products and ser/ices t(e0
(a/e to o,,er. Eit(out -usiness promotion$ companies wou"d -e stagnant and "ac' su-stantia" growt( -ecause
t(eir -rands wou"d (a/e "ow /isi-i"it0 in t(e mar'et. <ccording to -usinessdictionar0.com (2%&4)$ in t(e conte8t
o, mar'eting$ promotion re,ers to t(e app"ied communication used -0 mar'eters to e8c(ange persuasi/e
messages and in,ormation -etween t(e ,irm and its /arious prospecti/e customers and genera" pu-"ic. < -asic
understanding in t(ese de,initions is t(e ,act t(at promotion goes -e0ond e8c(anging in,ormation wit( t(e target
audience. It rat(er entai"s an entire set o, acti/ities$ w(ic( communicate t(e product$ -rand or ser/ice to t(e user.
Continuing on t(e essentia" -ene,it o, promotion$ +roo'ins (2%&4) maintains t(at promotion a""ows -usinesses to
reac( out to consumers using /arious ,orms o, media$ tec(ni=ues and strategies to capture t(eir attention.
Promotion de"i/ers a -rand mar'eting message to consumersI te"e/ision screens$ radios$ in t(e stores w(ere t(e0
s(op$ on"ine$ in -i""-oards and in maga7ines. Aowe/er$ w(i"e mar'eters stri/e to -ring t(eir products to t(e
pu-"ic$ t(e0 must ,actor t(e media to -e used and must ,urt(er determine w(ere t(eir target gets t(e ma>orit0 o,
in,ormation ,rom in t(eir mar'eting p"an. 6(is e8p"ains w(0 Eard $!%1&' #olds t#e (iew t#at it is important to
"et peop"e 'now a-out t(e e8isting products -ecause it (e"ps to increase sa"es in a competiti/e mar'et and t(us$
increase pro,its4
It (e"ps to introduce new products in t(e mar'et -0
drawing t(e attention o, potentia" customers. E(en a new
product is introduced or t(ere is a c(ange o, ,as(ion or
taste o, consumers$ e8isting stoc's can -e =uic'"0 disposed
o,, and ,ina""0 it sta-i"i7es sa"es /o"ume -0 'eeping its
customers wit( t(em. In t(e age o, competition it is =uite
muc( possi-"e t(at a customer ma0 c(ange (isJ(er mind
and tr0 ot(er -rands.
6o most pu-"is(ers$ a success,u" pu-"is(ing e,,ort ends wit( t(e production o, t(e -oo'. 6(is is ,ar ,rom -eing
t(e trut(. .nti" t(e peop"e are aware o, t(e -oo'$ t(e content and t(e -eauti,u" co/er o, t(e -oo' wi"" on"0 -e
'nown to t(e pu-"is(er and t(e aut(or o, t(e -oo'. <s o-ser/ed -0 C(ristop(er (2%&%)$ man0 pu-"is(ers in
de/e"oping countries ,ai"ed to understand t(at t(e process o, pu-"is(ing is not comp"ete wit(out creating
awareness. :ortunate"0$ t(e -oo' pu-"is(ing en/ironment is c(anging. Eit( t(e Internet ma'ing e--oo's possi-"e$
pu-"is(ers can no "onger a,,ord to sit in t(eir com,ort 7ones wit(out ma'ing conscious e,,orts on (ow to reac(
t(e readers and -u0ers t(roug( promotiona" acti/ities. Pu-"is(ers w(o ,ai" to communicate wit( t(eir e8isting
and potentia" customers -0 using t(e media to create awareness are ta'ing a ris' wit( o-/ious conse=uence.
E(0 t(en do pu-"is(ers not use t(e /arious media a/ai"a-"e to t(em to promote t(eir -oo's e,,ecti/e"0K < read0
answer ma0 -e t(e reasoning t(at -oo's as media products are e8pensi/e in nature. 6(is -eing t(e case$
pu-"is(ers ma0 -e re"uctant to incur additiona" costs more so t(at promotion ma0 not occasion immediate
returns-on-in/estment. Po0nter (2%%3) seems to (a7ard an answer in de,ence o, pu-"is(ers. <ccording to (im$
t(e Gc(a""enges are t(at -oo's are a "ow tic'et item (t(e0 do not cost muc( so 0ou (a/e to se"" a -unc( to pa0 ,or
t(e promotion).H In addition$ t(e su->ects o, -oo's are targeted at a sma"" group o, peop"e and t(ere is no
recurring consumption. 6(at notwit(standing t(e onus "ies on pu-"is(ers to de"i-erate"0 p"an promotiona"
strategies t(at wi"" o/er-ru"e t(ese apparent c(a""enges. L"at7er (2%%4) corro-orates t(is -0 maintaining t(at
-oo' promotion is not a temporar0 tas'. It2s an on-going$ "ong-term >o- t(at re=uires wor' on a consistent -asis.
E(at L"at7er (2%%4) and Po0nter (2%%3) are sa0ing is t(at t(e mar'eting tec(ni=ue t(e -oo' mar'eter or t(e
aut(or adopts is critica" to t(e o/era"" success o, a -oo' and e/en t(e pu-"is(er2s image. <n essentia" mar'eting
tec(ni=ue in t(is regard is o, course -oo' promotion.
Promotion as a mar'eting strateg0 is t(e ,u"" responsi-i"it0 o, t(e pu-"is(er. 6(e e8tent o, promotion done -0 a
pu-"is(er a,,ects great"0 t(e rate o, order p"aced -0 -oo'se""ers. 6(is is -ecause; once ade=uate promotion (as
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-een done -0 t(e pu-"is(er$ t(e -oo'(s) wi"" (a/e a good mar'et. Promotion ,orms a ma>or "in' -etween t(e
-oo' and t(e aut(or on t(e one (and$ and t(e readers on t(e ot(er. In promotion$ t(e pu-"is(er2s /oice is (eard
appea"ing to t(e reader -0 e8p"aining to (imJ(er w(0 t(e -oo' s(ou"d -e purc(ased. 6(e uni=ueness o, t(e -oo'
as a media product is -est seen in t(e promotiona" aspect o, -oo' pu-"is(ing. No two -oo's are promoted e8act"0
t(e same wa0; eac( -oo'$ -ased on its pecu"iar nature ma0 re=uire a sing"e promotiona" approac( or a
com-ination o, se/era" approac(es. 6(is is -ecause an approac( t(at se""s one -oo' ma0 not augur we"" ,or
anot(er. In t(is regard$ promotion re=uires a "ot o, creati/it0.
Promotion comprises certain mar'eting acti/ities suc( as ad/ertising$ pu-"ic re"ations and sa"es promotion. 6(e
need ,or -oo' promotion is in,ormed -0 t(e understanding t(at t(e -oo' as an in,ormation product is ,aced wit(
competition -0 ot(er in,ormation products. Since t(ese a"ternati/e products are responding to tec(no"ogica"
ad/ancement$ and conse=uent"0 impro/ing t(eir aest(etics$ and communication e,,ects$ t(e -oo' t(ere,ore needs
to -e responsi/e. +oo' pu-"is(ers need to e8p"ore means o, ma'ing t(e -oo' as an in,ormation product compete
,a/ora-"0 in t(e mar'et p"ace. Smit( (&??%4&23) "ists si8 items o, promotion t(at -oo' pu-"is(ers ma0 consider
as strategic mar'eting p"ans. 6(ese are4
&. 6(e >ac'et or printed co/er o, t(e -oo' itse",
2. 1e/iew copies ,or newspapers and maga7ines
3. Presentation copies ,or se"ected indi/idua"s
4. <nnouncements to t(e -oo' trade$
. Sa"es representati/e ca""s$ on -oo's(ops$ sc(oo"s and so ,ort(; and
6. Printed ad/ertising o, some sort.
<ccording to t(e aut(or$ t(e "ist is not e8(austi/e. Ae suggests t(at$ -ased on t(e pre/ai"ing circumstances$
pu-"is(ers ma0 design ot(er items t(at ma0 ,aci"itate sa"es.
6(e >ac'et as a promotiona" strateg0 ser/es as an e0e-catc(er. It (e"ps to catc( t(e attention o, t(e prospecti/e
-u0er. Eit( t(e in,ormation a-out t(e -oo' disp"a0ed on t(e >ac'et (i.e. t(e -"ur-)$ t(e customer2s interest is
gradua""0 -eing aroused. It is ,or t(is reason t(at t(e -"ur- on t(e >ac'et s(ou"d contain suc( in,ormation as t(e
'ind o, -oo'$ w(o t(e aut(or is$ w(at =ua"i,ied critics (a/e said a-out t(e -oo'. 6(e >ac'et contains simp"e and
(onest in,ormation$ a-out t(e /iews o, in,ormed readers.
1e/iew copies o,ten ser/e as /er0 good and c(eap means o, -oo' promotion. 6(is is especia""0 so$ i, t(e0 are
used >udicious"0. 1e/iew copies ma0 -e sent to mass media writers "i'e maga7ine and newspaper co"umnists$ art
and entertainment editors as we"" as re/iewers wor'ing wit( t(e radio and te"e/ision. Pu-"is(ing (ouses
determine in ad/ance w(at s(ou"d constitute re/iew copies. 6(e0 decide wa0 -e,ore press time (ow man0 copies
t(at s(ou"d -e gi/en out as re/iew copies and w(ic( media (ouses t(at s(ou"d -e gi/en copies. 6(e /arious
media (ouses t(at are gi/en re/iew copies are monitored ,or t(eir /arious re/iews. E(en recei/ing media (ouses
consistent"0 ,ai" to re/iew t(e -oo's on w(ic( copies are sent t(em$ t(ere ma0 -e t(e need to de"ete suc( media
(ouses ,rom t(e re/iew "ist.
6(e num-er o, re/iew copies ma0 -e determined -0 t(e si7e o, t(e readers(ip. < -oo' t(at is targeted at readers
in a wide geograp(ica" area needs to -e gi/en wide pu-"icit0 t(roug( re/iews. 6(is is done -0 sending re/iew
copies to a reasona-"e num-er o, media (ouses. 6(e rate o, growt( o, media (ouses and t(eir interest in -oo'
re/iew a"so accounts ,or t(e num-er o, re/iew copies t(at pu-"is(ers ma0 gi/e out. E(ere t(ere are man0 media
(ouses wit( a de,ined -oo' re/iew department$ t(e pu-"is(ers wou"d necessari"0 p"ace suc( media (ouses on
t(eir -oo' re/iew "ist.
Presentation copies are simi"ar to t(e re/iew copies e8cept t(at t(e recipients o, presentation copies are not
media (ouses. 6(e0 are indi/idua"s and organi7ations w(ose opinions can in,"uence t(e attitude o, t(e pu-"ic
towards t(e -oo'. In sending t(e presentation copies$ t(e pu-"is(ing (ouses usua""0 re=uest in writing t(e
,a/ora-"e opinion o, t(e recipients. Smit( (&??%4&2) "ists t(e ,o""owing as recipients o, presentation copies.
&. Deaders o, pu-"ic opinion in eit(er ci/ic or inte""ectua" "i,e.
2. Specia" aut(orities on t(e su->ect matter o, t(e particu"ar -oo'.
3. Decturers or ot(er pu-"ic spea'ers w(ose re,erences to t(e -oo' wi"" in,"uence ot(ers;
4. Important ,igures in education$ "i-rar0 wor'$ and so on$ w(ose good opinion o, a -oo' ma0
in,"uence o,,icia"s w(o ma'e se"ections ,or te8t-oo' adoption$ "i-rar0 purc(ase$ and so ,ort($
. C(ie, -oo'se""ers w(o wi"" -e good customers ,or t(e -oo' i, t(e0 "i'e it; and
6. Newspaper editors w(o ma0 decide to pu-"is( editoria"s on t(e su->ect matter o, t(e -oo'.
In sending presentation copies$ t(e pu-"is(ers need to co-operate wit( t(e aut(or$ -ut w(ere aut(or2s persona"
interest (i.e. desire to maintain goodwi"" wit( ,riends and ac=uaintances) is "i'e"0 to >eopardi7e t(e -usiness
consideration$ t(e pu-"is(er ma0 (a/e to insist on sending presentation copies on"0 to persons w(ose in,"uence
can guarantee wider readers(ip o, t(e -oo' and -0 imp"ication prospects ,or (ig(er re/enue. 6(e cost o,
presentation copies is c(arged >ust t(e same wa0 as t(e re/iew copies. Presentation copies s(ou"d -e determined
in ad/ance and deducted ,rom t(e sa"es copies. 6(e num-er o, copies ,or presentation depends on t(e nature o,
t(e -oo' and t(e anticipated re/enue accruing ,rom t(e presentation. E(ere pu-"is(ers ,oresee wider
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accepta-i"it0 ,or t(e -oo' (especia""0 sc(oo" te8t-oo's) t(e "imit o, num-er o, copies wi"" on"0 depend on t(e
>udgment o, t(e pu-"is(er -ased on t(e /arious organs t(at need to ma'e input in t(e adoption o, t(e -oo'.
Promotion as a communication process (as ,ar-reac(ing persuasi/e e,,ect on t(e intended audience. E(en
proper"0 designed and e8ecuted$ t(e returns are un=uanti,ia-"e. No wonder$ Eard (2%&4) sees it as
communicating wit( t(e pu-"ic in an attempt to in,"uence t(em toward -u0ing 0our products andJor ser/ices.
6(is assertion is no "ess true ,or t(e -oo' pu-"is(ing industr0. 6(e essentia" ro"e o, promotion in t(e -oo'
pu-"is(ing industr0 is underscored in t(e e8pression @and o, promoting its u"timate use2 in C(and"er Lrannis2s
c"assica" de,inition o, -oo' pu-"is(ing (cited in !'wi"agwe$ 2%%&42). It means t(ere,ore t(at wit(out t(e
promotion ,unction$ e/er0 -oo' pu-"is(ing e,,ort is incomp"ete.

). Prospects of t#e Newspaper as a Book Promotion *edim
6(e ,"ow o, -oo's ,rom t(e pu-"is(ing (ouse to t(e target -u0ers and readers is a ,actor o, promotion. It is ,or
t(is purpose t(at -oo' pu-"is(ers and e/en -oo' aut(ors adopt /arious promotiona" strategies to ensure t(e ,"ow
o, t(eir -oo's w(et(er t(e0 are on t(e acti/e or -ac' "ist or e/en ,ort(coming tit"es. <ccording to L"at7er (2%%4)$
it is up to t(e aut(or (and -0 e8tension t(e pu-"is(er) to ,ind t(e target mar'et and ma'e sure t(e0 (ear a-out t(e
-oo' again and again. !ne sure wa0 o, ,inding t(e target mar'et and reac(ing t(em wit( t(e -oo's t(roug(
promotion is -0 creating space in t(e newspapers ,or t(is e8ercise. +ecause o, t(e c"ose a,,init0 -etween t(e
readers o, newspapers and -oo's$ uti"ising t(e newspaper medium ,or -oo' promotion is a "ogica" de/ice o,
creating awareness a-out t(e aut(ors$ t(e pu-"is(ing (ouses and t(eir -oo's.
<"t(oug( t(e newspaper ma0 -e a/ai"a-"e ,or -oo' promotion$ some pu-"is(ing (ouses and aut(ors ma0 sti"" not
-e aware o, t(e speci,ic promotiona" strategies to adopt using t(e newspaper medium. 6(e0 ma0 -e in tune wit(
genera" promotiona" strategies w(ic( <'pena (2%%7) identi,ies to inc"ude media re/iews$ e8(i-itionJ-oo' ,air$
new arri/a" "ist$ trade announcements$ sa"es representati/es2 ca""s$ direct mai" ad/ertising$ comp"imentar0 copies$
windowJs(op disp"a0$ aut(or2s inter/iew on radioJte"e/ision$ postersJpu-"is(ers cata"ogue. L"at7er (2%%4) adds
-oo' signings$ spending one to two (ours e/er0 da0 wor'ing on -oo' pu-"icit0 unti" t(e goa"s are ac(ie/ed.
:rom t(is arra0 o, promotiona" strategies spanning near"0 e/er0 communication conte8t$ t(e conscientious
pu-"is(er s(ou"d -e a-"e to stream"ine t(ose t(at wou"d -e appropriate ,or t(e newspaper medium. Suc(
strategies inc"ude$ -oo' re/iews$ -oo' news$ aut(or inter/iews$ seria"i7ation$ product ad/ertisements$ and
corporate ad/ertisements among ot(ers. +oo' re/iew is a /er0 ,ami"iar acti/it0. Most Nigeria newspapers (a/e a
page dedicated to -oo' re/iews or arts and "i,e st0"e w(ere editors o, t(e page do a re/iew o, a -estse""ing -oo'.
Independent persons$ especia""0$ "iterar0 critics and ana"0sts a"so write t(e re/iews and t(en ,orward t(em to t(e
newspapers. In some cases$ pu-"is(ing (ouses or e/en aut(ors t(emse"/es ma0 commission suc( re/iews.
+esides re/iews$ newspapers a"so carr0 news on -oo's as we"" as aut(or inter/iews. Suc( news ma0 centre on a
pu-"is(ing (ouse$ a particu"ar -oo' aut(or especia""0 as it concerns e/ents dea"ing wit( t(e pu-"is(ing (ouse$ t(e
aut(or or t(e -oo' itse",. Some Nigerian newspapers carr0 s(ort news stories across a co"umn strip on t(e rig(t
(and side to in,orm t(e pu-"ic a-out -oo's$ or a -oo' t(at (as -een or wou"d -e adapted ,or ,eature ,i"m. <ut(ors
Inter/iews are regu"ar ,eatures in te"e/ision ta"' s(ows w(ic( pro/ide an a/enue ,or aut(ors to promote t(eir
wor's wit( t(e (ost o, t(e programme w(ere t(e0 gi/e t(eir pu-"ics insig(t into t(eir "i,e and wor's. Newspaper
editors$ co"umnists and reporters can ma'e good out o, t(is -0 inter/iewing -estse""ing aut(ors. 6(e0 can a"so
use it as a wa0 o, pro>ecting new$ 0oung and emerging aut(ors. 6(e e8ercise p"a0s a dou-"e ,unction o,
pro>ecting t(e aut(or and t(e -oo' as it creates /isi-i"it0 ,or t(e pu-"is(ing (ouse and (er products. < ,urt(er
ad/antage o, t(is is t(at it can "ead to seria"i7ation o, certain -oo's o, t(e pu-"is(ing (ouse. In t(is case$ t(e
newspaper ma0 decide to o-tain seria"i7ation rig(ts ,rom t(e pu-"is(er to present t(e -oo' in parts in its editions.
Most o,ten$ wor's o, narrati/e ,iction "end t(emse"/es to t(is. +0 so doing$ t(e newspaper attracts more readers
,or itse", and a"so creates awareness a-out t(e -oo'$ t(e aut(or and t(e pu-"is(ing (ouse.
Product ad/erts and corporate mar'eting are ot(er promotiona" strategies t(at pu-"is(ers can e8p"ore using t(e
newspaper medium. Product ad/ertising goes -e0ond p"acing ad/erts in t(e newspaper; it is rat(er a t0pe o,
ad/ert t(at ,eatures detai"ed in,ormation a-out speci,ic products t(at a compan0 or aut(or (as ,or sa"e. <ccording
to educationa"-porta".com$ it is an0 met(od o, communication a-out t(e promotion o, a product in an attempt to
induce potentia" customers to purc(ase t(e product. It is (ig("0 in,ormationa" -ecause it is o,ten used ,or new
products to t(e mar'et. 6(e ,ocus o, product ad/erts t(ere,ore$ is to introduce a new product or -oo's to t(e
mar'et so as to promote its name$ -ene,its and uses. Corporate mar'eting on its own encompasses a num-er o,
acti/ities$ inc"uding -randing$ ad/ertising$ communications and promotions. +0 ,ocusing t(e promotiona" e,,ort
on t(e corporate entit0 responsi-"e ,or t(e product$ t(e organisation is tending towards -randing w(ic( (as t(e
potentia" o, creating "asting impressions in t(e minds o, t(e audience as t(e0 come in contact wit( t(e iconic
e"ements and s0m-o"s t(at identi,0 t(e organisation (Mott"er$ 2%%3; Ee""s et a"$ 2%%2; Sc(i,,man N Manu'$ 2%%&).
Indeed$ t(e newspaper is a /er0 ,unctiona" medium t(at pu-"is(ers can use to ca"" attention to t(eir e8istence$
t(eir -oo's and t(eir aut(ors. +0 adopting t(ese promotiona" strategies among ot(ers$ t(e0 wou"d -e "a0ing a
strong ,oundation ,or t(e continuit0 o, t(e pu-"is(ing industr0 as a ma>or contri-utor to t(e tas' o, nation
New Media and Mass Communication www.iiste.org
ISSN 2224-3267 (Paper) ISSN 2224-327 (!n"ine)
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&6
-ui"ding.

&. +iscssion,"indings
6(is is a ,our 0ear stud0 (2%&%$ 2%&&$ 2%&2 and 2%&3) o, t(ree "eading Nigerian newspapers (The Punch, The
Guardian, and The Nation). 6(e0 were purposi/e"0 se"ected out o, t(e 4? registered newspapers in t(e countr0
at t(e time o, t(e stud0 -ecause o, t(eir wide nationa" reac( and de"i-erate accommodation o, -oo' re"ated
matters. 6(is disco/er0 was made in a pi"ot stud0 t(at t(e researc(ers carried out -e,ore sett"ing ,or t(e t(ree
newspapers. 6(ree contiguous mont(s (<ugust$ Septem-er and !cto-er) were purposi/e"0 se"ected ,or eac( 0ear
-ecause t(e0 ,a"" wit(in t(e -oo' season mont(s. 6wo ot(er mont(s (Bune ,or 2%&% and 2%&2$ and Ma0 ,or 2%&&
and 2%&3) were random"0 se"ected wit(out rep"acement to cater ,or t(e mont(s outside t(e -oo' season (see
6a-"e &). 6(e researc(ers purposi/e"0 se"ected t(e da0s in w(ic( artic"es re"ated to -oo' promotion appeared in
t(e se"ected papers (see 6a-"e 2a and 6a-"e 2-). :or The Guardian$ Monda0$ Eednesda0$ 6(ursda0 and :rida0
were se"ected. The Punch (ad 6uesda0 and :rida0 w(i"e The Nation (ad Eednesda0 and 6(ursda0. Saturda0
and Sunda0 as wee'end se"ections were common to t(e t(ree newspapers. 6(e newspaper editoria" contents o,
news$ -oo' re/iews$ ,eatures$ inter/iews$ seria"i7ations$ p(otograp(s$ i""ustrations$ announcements$ product
ad/erts and corporate ad/erts constituted t(e units o, ana"0sis (see 6a-"e 3a and 6a-"e 3-).

6a-"e&4 Se"ected mont(s and wee's
*-N./S,0EEKS
2%&% 2%&& 2%&2 2%&3
Bune (wee' 4) Ma0 (wee' &) Bune (wee' &) Ma0 (wee' 3)
<ugust (wee' 4) <ugust (wee' 2) <ugust (wee' 3) <ugust (wee' &)
Septem-er (wee' 2) Septem-er(wee' &) Septem-er (wee' 2) Septem-er (wee' 4)
!cto-er (wee' &) !cto-er (wee' 3) !cto-er (wee' 2) !cto-er (wee' 4)
Source4 :ie"d sur/e0

6a-"e 2a4 Se"ected da0s and wee'ends ,or 2%&% and 2%&&
)<OS E33M3N)S
2%&% 2%&& 2%&% 2%&&
Bune (wee' 4)
22
nd
$ 23
rd
$ 24
t(
$ 2
t(
N 2F
t(

Ma0 (wee' &)
2
nd
$ 3
rd
$ 4
t(
$
t(
$ 6t(
Bune 26
t(
$ 27
t(
Ma0 7
t(
$ &
st

<ugust (wee' 4)
22
nd
$ 2
t($
26
t(
$ 27
t(
N 2F
t(

<ugust (wee' 2)
F
t(
$ ?
t(
$ &%
t(
$ &&
t(
N &2
t(

<ugust 2F
t(
$ 22
nd
<ugust &3
t(
N &4
t(

Septem-er (wee' 2)
F
t(
$ ?
t(
$ &%
t(
$ &3
t(
N &4
t(

Septem-er(wee' &)
2
nd
$ 3
rd
$ 4
t(
$
t(
$ 6t(
Septem-er &&
t(
N &2
t(
Septem-er 2
nd
$ 3
rd

!cto-er (wee' 3)
&
t(
$ &F
t(
$ &?
t(
$ 2%
t(
N 2&
st

!cto-er (wee' 3)
&7
t(
$ &F
t(
$ &?
t(
$ 2%
t(
N 2&
st

!cto-er &6
t(
$ &7
t(
!cto-er &
t(
$ &6
t(

Source4 :ie"d sur/e0
6a-"e 2-4 Se"ected da0s and wee'ends ,or 2%&2 and 2%&3
)<OS E33M3N)S
2%&2 2%&3 2%&2 2%&3
Bune (wee'&)
&
st
$ 4
t(
$
t(
$ 6
t(
$7
t(

Ma0 (wee' 3)
&7
t(
$ 2%
t(
$ 2&
st
$22
nd
$ 23
rd

Bune
2
nd
$ 3
rd

Ma0
&F
t(
$ &?
t(

<ugust (wee' 3)
&
t(
$ &6
t(
$&7
t(
$22
nd
$ 24
t(

<ugust (wee' &)
6
t(
$7
t(
$F
t(
$?
t(
$&2
t(

<ugust
&F
t(
$ &?
t(

<ugust
&%
t(
$ &&t(
Septem-er (wee' 2)
&%
t(
$&2
t(
$&3
t(
$&4
t(
$&7
t(

Septem-er (wee' 4)
22
nd
$23
rd
$24
t(
$2
t(
$26
t(
$27
t(

Septem-er
&
t(
$ &6
t(

Septem-er
2F
t(
$ 2?
t(

!cto-er (wee' 2)

t(
$F
t(
$&%
t(
$&&
t(
$&2
t(

!cto-er (wee' 4)
2
t(
$ 2F
t(
$ 2?
t(
$ 3%
t(
$ 3&
st

!cto-er
6
t(
$ 7
t(

!cto-er
26
t(
$ 27
t(

Source4 :ie"d sur/e0
New Media and Mass Communication www.iiste.org
ISSN 2224-3267 (Paper) ISSN 2224-327 (!n"ine)
#o".27$ 2%&4

&7
6a-"e 3a4 +oo' promotion strategies in t(e newspapers
Promotiona" strateg0 6(e Luardian 6(e Punc( 6(e Nation 6ota"
+oo' news 3 (29) 7 (49) 6 (49) nP&6 (&%9)
+oo' re/iews 4 F nP&7 (&%9)
:eatures 3 7 nP&(?9)
Inter/iews 3 & F nP&2 (79)
Seria"i7ation 4 - 7 nPnP&& (79)
P(otograp(s &3 F 2% nP4& (29)
I""ustrations 7 4 &3 nP24 (&9)
<nnouncements F 2 6 nP&6 (&%9)
Products ad/erts 4 2 2 nPF (9)
Corporate ad/erts & 3 - nP4 (29)
6ota" & 36 77 nP&64 (&%%9)
Source4 :ie"d sur/e0

6a-"e 3-4 Consistent pattern o, -oo' promotion in t(e newspapers
!-ser/a-"e pattern
o, promotion
6(e Luardian 6(e Punc( 6(e Nation 6ota"
P(otograp(s &F (&&9) & (?9) 27 (&79) 6% (379)
I""ustration &3 (F9) 6 (49) &? (&&9) 3F (239)
+oo' re/iews F (9) 3 (&9) &% (69) 2&(&39)
<nnouncement &% (69) 3 (29) 6 (49) &? (&29)
:eatures 4 (29) 4(29) F (9) &6 (?9)
+oo' News 2 (&9) (39) 3 (29) &% (69)
6ota" nP (339) nP36 (229) nP73 (49) nP&64 (&%%9)
Source4 :ie"d sur/e0

6a-"e 44 Space a""ocation ,or -oo' promotion in t(e newspapers
Newspapers Co"umn inc(es Percentage (9)
6(e Luardian 6F? 3F.69
6(e Punc( 26&. &4.69
6(e Nation F36. 46.F9
6ota" &$7F7 &%%9
Source4 :ie"d sur/e0

6(e two researc( =uestions t(at guided t(is stud0 are4
121: E(at are t(e o-ser/a-"e patterns o, -oo' promotion in t(e studied newspapersK
12!: 6o w(at e8tent are Nigerian pu-"is(ers demonstrating awareness a-out t(e indispensi-"e ro"e o, t(e
newspaper in -oo' promotionK
)ata in 6a-"e 3a and 6a-"e 3- and 6a-"e 4 pro/ide answers to t(e ,irst researc( =uestion. 6a-"e 3a s(ows t(e
'inds o, -oo' promotions a/ai"a-"e in t(e t(ree Nigerian newspapers ana"07ed. < tota" o, &64 items were
e8amined wit( &% patterns o, promotiona" e,,ort. 6(ese are -oo' news$ -oo' re/iews$ ,eatures$ inter/iews$
seria"i7ation$ p(otograp(s$ i""ustrations$ announcements$ product ad/erts and corporate ad/erts. 6a-"e 3- re/ea"s
t(at t(e most consistent promotiona" e,,orts are -oo' news$ -oo' re/iews$ ,eatures$ p(otograp(s$ i""ustrations and
announcements. <mong t(ese$ p(otograp(s top t(e "ist wit( 379 ,o""owed -0 239 ,or i""ustrations.
<not(er o-ser/a-"e pattern in t(e promotiona" e,,orts is t(at t(at The Nation newspaper is "eading t(e ot(er two
newspapers in -oo' promotion. It (as a tota" o, 49 promotiona" e,,ort w(i"e t(e Luardian (as 339 >ust as t(e
Punch ta'es t(e rear wit( on"0 229 promotiona" e,,ort. In t(e area o, ad/ert$ (owe/er$ product ad/erts and
corporate ad/erts were t(e "east areas t(at pu-"is(ers dep"o0ed as t(e percentages o, product ad/erts and
corporate ad/erts appear to -e /er0 "ow wit( F9 and 29 respecti/e"0.
6(e pattern across t(e wee' s(ows t(at The Guardian pu-"is(es on Monda0s and Sunda0s -oo' re/iews$
announcements$ ,eatures$ p(otograp(s and i""ustrations. The Punch newspaper pu-"is(es most"0 on 6uesda0s2
,eatures o, aut(ors w(ic( it merges wit( -oo' re/iews. The Nation newspaper on Eednesda0s pu-"is(es -oo'
re/iews$ seria"i7ation$ ,eatures (aut(or) p(otograp(s and i""ustration. )ata a"so re/ea"ed t(at -oo' promotion
e,,orts are more ,re=uent in t(e mont(s o, <ugust and !cto-er.
6a-"e 4 s(ows t(e amount o, space t(e newspapers ana"07ed de/ote to -oo' promotion. 6(e data a-o/e s(ows
t(at 6(e Nation is a(ead o, t(e ot(er two papers wit( 46.F9. 6(is is ,o""owed -0 The Guardian wit( 3F.69 and
The Punch wit( &4.69. !n t(e w(o"e$ a tota" space a""ocation o, &$7F7 co"umn inc(es is a""ocated ,or -oo'
New Media and Mass Communication www.iiste.org
ISSN 2224-3267 (Paper) ISSN 2224-327 (!n"ine)
#o".27$ 2%&4

&F
promotion.
In answering researc( =uestion two$ in,erence (as to -e drawn ,rom a summation o, t(e issues raised so ,ar as
e8tracted ,rom 6a-"es 3a$ 3- and 6a-"e 4. 6(e presence o, -oo'-re"ated items in t(e samp"ed newspapers as
indicated in t(ese ta-"es s(ows t(at Nigerian pu-"is(ers are aware o, t(e indispensi-"e ro"e o, t(e newspaper in
per,orming t(e ro"e o, disseminating /a"ua-"e in,ormation$ transmission o, societ02s cu"tura" (eritage and its
-asic norms and /a"ues a"ongside its entertainment ,unction. 6(e a/ai"a-i"it0 o, -oo' promotion items in t(e
media a"so s(ows t(at t(e pu-"is(ers p"a0 t(eir ro"e o, promoting t(eir tit"es or -oo's. 6(at is$ to in,orm$
persuade and remind potentia" and e8isting customers a-out new and e8isting -oo's. +0 so doing$ t(e0 (a/e
o/ert"0 demonstrated t(at t(e0 are =uite aware t(at t(e newspaper w(en ade=uate"0 uti"ised can ser/e as a /er0
indispensi-"e medium o, -oo' promotion. In t(is wa0$ t(e ,unctiona"ist t(eor0 w(ic( guided t(is stud0 -ecomes
/er0 re"e/ant and indeed =uite appropriate. It t(ere,ore agrees wit( t(e /iews o, sc(o"ars "i'e <'pena (2%%7) and
C(ristop(er (2%&%) w(o posit t(at t(e essence o, -oo' promotion is to in,orm$ persuade and remind potentia" and
e8isting customers a-out -oo's. 6(is is a"so in "ine wit( t(e /iew o, <manda (2%%6) t(at t(e -usiness o,
pu-"is(ing (as c(anged o/er t(e 0ears and it (as -ecome more important ,or pu-"is(ers to a"so ad>ust a"ong t(e
same "ie in promoting t(e tit"es pu-"is(ed -0 t(eir aut(ors.
+oo'-re"ated artic"es were most"0 ,ound on Sunda0 and Eednesda0 issues o, The Nation newspaper$ Monda0
issues o, The Guardian and 6uesda0 issues o, The Punch newspapers.
In t(e area o, ad/ert$ (owe/er$ product ad/erts and corporate ad/erts were t(e "east areas t(at pu-"is(ers
dep"o0ed as t(e percentages o, product ad/erts and corporate ad/erts appear to -e /er0 "ow wit( F9 and 29
respecti/e"0.

3. 4onclsion,1ecommendation
+oo' pu-"is(ers em-ar' on promotion as an essentia" too" o, -ringing to t(e 'now"edge o, t(e societ0
in,ormation a-out t(eir acti/e "ist$ -ac' "ist$ and ,ort(coming pu-"ications as we"" as in,ormation a-out t(e
pu-"is(er. 6(is in,ormation (e"ps -ot( e8isting and potentia" customers (readers and -u0ers o, -oo's) 'now t(e
essence o, t(e -oo's and w(ere to purc(ase t(em <"t(oug( t(ere are e/idences o, -oo' promotion in t(e
newspapers samp"ed$ areas "i'e corporate ad/erts and product ad/erts need more attention. E(en pu-"is(ers
em-ar' on corporate ad/erts it a,,ords t(e pu-"ic t(e opportunit0 to (a/e in,ormation a-out t(e pu-"is(ers. <gain$
it pro/ides a source o, in,ormation ,or intending aut(ors. !n t(e -asis o, t(is t(ere,ore$ it is recommended t(at
pu-"is(ers s(ou"d see t(e need ,or arousing t(e interest o, t(e pu-"ic t(ere-0 moti/ating t(em to -u0 and read
-oo's t(roug( t(eir e,,ecti/e and consistent p"acement o, ad/ertisements in t(e newspapers.

1eferences
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&7
<marc(and$ ). and #arad(ara>an$ +. (&?7?). An Introduction to Marketing. New )e"(i; #i'as Pu-"is(ing Aouse
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+roo'ins$ M. (2%&4). GE(0 is Promotion Important ,or a +usinessKH
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)aiwan$ P. (&???)$ Adertising Management. India4 Lo"den +oo's Centre Sdn. +(d.
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t(
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t(
edition. New )e"(i4 Prentice-Aa""
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Journal of Chemistry and Materials Research CMR@iiste.org
Education, and other Social Sciences PAPER SUBMISSION EMAIL
Journal of Education and Practice JEP@iiste.org
Journal of Law, Policy and Globalization JLPG@iiste.org
Journal of New Media and Mass Communication NMMC@iiste.org
Journal of Energy Technologies and Policy JETP@iiste.org
Historical Research Letter HRL@iiste.org
Public Policy and Administration Research PPAR@iiste.org
International Affairs and Global Strategy IAGS@iiste.org
Research on Humanities and Social Sciences RHSS@iiste.org
Journal of Developing Country Studies DCS@iiste.org
Journal of Arts and Design Studies ADS@iiste.org