A review of Abiola Ayankunbi’s Principles and Practice of Newspaper Sales in Nigeria

FOR any newspaper to thrive, then its distribution and sales strategies must be superb. However, with the decline in newspaper readership in the country, then efforts must be put in place to ensure print media organisations weather the storm.

Abiola Ayankunbi’s book, Principles and Practice of Newspaper Sales in Nigeria, will, therefore, give print media organisations ideas through which they can use to increase their readership, while earning more income.

The truth is that media organisations are perennially faced with the problem of how to increase value for target markets that are continuously changing with competing needs and wants, and it becomes imperative for them to thoughtfully define their products, services, prices, promotions and distribution perspective in a way that meets the needs of respective readers in a competitively valued way.

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The author, therefore, believes in marketing as the solution to tackling dwindling newspaper readership.

The 17-chapter book, therefore, focuses on all aspects of the newspaper production to the time it gets to the consumer.

The first chapter of the book deals with the evolution of newspapers in Nigeria, where the author discusses pre-independence and post-independence newspapers, as well as distributors/agents commission, physical distribution of newspapers, among others.

In the second chapter, the author looks at the role of the Newspapers Proprietors Association of Nigeria (NPAN), its objectives, organs and relationship with media organizations.

The main focus of the book, sales, starts in the third chapter, where sales management is discussed, with the author highlighting the primary steps involved in sales force management, the difference between selling and marketing concepts, functions of salespersons in an organisation, among others.

Subsequent chapters discuss the composition of circulation, staffing the circulation department and compensation package, necessary promotional tools in a newspaper industry, effective distribution, reader’s behaviour, sales planning and controlling measures, as well as improving existing ways and exploring new strategies in newspaper marketing.

It also highlights paths to market leadership and repositioning Nigeria’s newspaper industry, sales budget template, sales information and presentation and ethics of journalism.

The future of print media in Nigeria is discusses in another chapter, where the author explains the disadvantages of print media, effects of digital news on print media, as well as the future of print media.

Ayankunbi’s book will, therefore, give managers in newspaper organisation new ideas on how to make their product more acceptable to the people.

The book is also recommended for students of journalism and mass communication in tertiary institutions, as it deals with all aspect of the print media.

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