NAME:

FUNMILOLA

AKINLOLU, KABIRAT

MATRIC:

110912017

COURSECODE:

MAS 436

COURSE TITLE:
NEWSPAPER
LEVEL:
LERCTURER:

RURAL COMMUNITY

400 LEVEL (PARTIME)

DR. TAYO POPOOLA
ASSIGNMENT

ENUMERATE AND DISCUSS THE CORE

FACTORS THAT HAS LED TO THE DEFUNCT
OF COMMUNITY CONCORD NEWSPAPER.

FACTORS THAT HAS LED TO THE DEFUNCT OF

COMMUNITY CONCORD NEWSPAPER.
1. Problem of ethnicity
2. Opposition from local newspaper
3. Distribution
4. Low advertising patronage
5. Funding
6. Low literacy level
7. Management and training
8. Local personalities were ignored in the coverage
9. Presence of radio
10.
Newspaper review by radio
11.
Political ambition of the publisher

PROBLEM OF ETHNICITY the newspaper faced a problem of

ethnicity as there are various ethnic groups in Nigeria. Chief MKO
Abiola, who was the publisher of the newspaper, was from the
southwest. Because of ethnic bias, which exist in Nigeria, it was
difficult to get the others (Easterners and Northerners) to patronize the
paper which was published by a westerner. Most people prefer a
newspaper that is published by their own people.

OPPOSITION

FROM

LOCAL

NEWSPAPERS because the

newspaper is printed in Lagos the rural people are not involved in the
production, as a result of this the community concord faced opposition
from local newspapers which had been in existence before it. Some
people in the community are already used to the local newspapers and
they prefer newspapers that is published in their own locality to the
one from the city.

DISTRIBUTION the rural areas have bad roads, as a result of this it

is difficult to get information across to them on time. This is a major
challenge to community concord newspaper which is meant for the
rural dwellers. The vendors are not willing to go to village. Most of the
time the stories become stale before getting to the target audience

LOW ADVERTISEMENT PATRONAGE the community concord

could not attract advertisers to patronize them yet advertising remains

the major source of revenue for any media house to survive. The
money for the sustenance of the newspaper came from the publisher,
chief MKO Abiola. The community concord was to make the publisher
reach the nook and cranny of Nigeria and prepare him for his
undeclared presidential ambition.

FUNDING although the newspaper was largely funded by the late

chief MKO Abiola, it could not break even because the newspaper was
not patronized by advertisers and advertisement remains the livewire
of all mass media.

LOW LITERACY LEVEL low literacy level is another factor that has
contributed to the defunct of the community concord newspaper. Even
though the newspaper is published in local language or dialect it is
difficult for some people to read in their local language or dialect even
though they can speak it very well.

MANAGEMENT AND TRAINING the management did not study

the reason why other newspaper that came before it went out of
circulation. The reporters were not well trained in rural reportage, as a
result of this they couldnt reach the objective of every rural
newspaper which is to bring about development in the rural areas.
The rural people are not carried along because the reporters reside in
the cities; they dont know the needs and want of the rural people.

LOCAL PERSONALITIES ARE IGNORED IN THE COVERAGE

because the newspaper come from the city, stories are written with the
spectacle of city dwellers. They pay little attention to the local
personalities who live in the community and are successful in the
community; they rather pay attention to the indigenes of the
community who does not live their but live in the city. As a result of this
the newspaper is poorly patronized.

PRESENCE OF RADIO another major factor that has led to the

defunct of community concord newspaper is the presence of radio
because radio is cheaper to maintain and it also speak the language of
the people. Unlike the newspaper which is hot media according to
William Stephenson the radio is a cool media. You dont have to put
all your attention in order to understand it. You can be farming and be

listening to a radio but you cant farm and read newspaper at the same
time.

NEWSPAPER REVIEW BY RADIO Radio has the widest reach

particularly in developing countries as almost every home has a radio
set. Advertisers also patronize radio more, because of its wider reach.
Although television is also sought after, those in rural areas does not
have access to TV sets as a result of electricity shortage while radio
sets can be powered by the use of batteries.

POLITICAL AMBITION OF THE PUBLISHER one of the reason

why Chief MKO Abiola established the community concord newspaper
is his political ambition which has led to the defunct of the newspaper.