Impact of online media on print media newspaper sales: a case of Zambia daily mail limited.

Abstract

The main aim of the study was to establish the impact of online media (ePaper) on pint media (hard copy) newspaper sales. The Zambia Daily Mail Limited Company was chosen as a case study. Descriptive research design was employed with a sample population of 76 participants consisting of 18 Zambia Daily Mail staff, 52 newspaper readers, 4 newspaper vendors and 2 advertising agents. Data were collected using questionnaires and in-depth interviews. Quantitative data were analyzed using a statistical application called SPSS while content and thematic techniques were applied to analyze qualitative data. The study findings revealed that online media had a relative positive though not very strong (r = 0.78) association or impact on print media newspaper sales as the two versions of the newspapers were still running side by side. The study further established that adoption of ICTs are gaining popularity in Zambia and the literacy levels are slowly increasing, thereby creating an enabling environment for the e-newspaper to thrive . However, high costs of internet remained a major challenge in the implementation of e-paper both from the company and newspaper readers. Based on the findings of the study, the following among many other recommendations emerged: 1. Zambia Daily Mail Limited should increase their ePaper sensitisation and utilise other forms of advertising media such as TV, Radio, Online, street shows, face to face and other available media. 2. Zambia Daily Mail Limited should form partnerships with internet service providers (ISP’s) for possible special rates on online subscribers in order to increase the ePaper subscriptions. 3. The company should continue providing the hard copy version of the newspaper because both versions of the newspaper are still needed and command equal share of market.