ASSESSMENT OF REVENUE MODELS AMONG MEDIA OPERATORS IN NIGERIA

A STUDY OF VANGUARD NEWSPAPER, ASABA

Abstract

This study examines the financial sustainability of Vanguard Newspaper through an exploration of its revenue generation strategies. Anchored on the Media Economics Theory by Robert G. Picard (1989), the study investigates traditional and digital revenue models such as advertising, subscription, social media monetization, and crowd funding. Employing a descriptive survey design, data were collected from 109 respondents, marketing, advertising, and management staff at Vanguard Newspaper using structured questionnaires validated through content and pre-test reviews. Data analysis was conducted with descriptive and inferential statistics, including percentages, means and t-tests analysis. Findings reveal that traditional revenue streams, particularly advertising and print sales, remain dominant, while digital models are emerging but less effective due to strategic and audience engagement gaps. Government interventions accounted for 96.5% of the newspaper’s financial viability, highlighting the importance of supportive policies and funding. The study concludes that while Vanguard must sustain its traditional models, it should embrace innovative digital strategies to diversify income. Recommendations include enhancing digital capacity, improving audience engagement, and advocating for robust government policies that foster sustainable media financing in Nigeria.