Sustainability of Select Indigenous-Language Newspapers Through Advertising in Nigeria: Appraising the Success of Alaroye and Aminiya Newspapers

Abstract

This study investigated the sustainability of select Indigenous-language newspapers through advertising, emphasising the success stories of Alaroye and Aminiya nespapers. No prior study has examined the success stories of these Indigenous-language newspapers and their sustainability through advertising. Previous studies focused mainly on examining the challenges faced by these papers but paid no attention to the successes of a few of them, thus the need for a study of this nature. The study, therefore assess the advertising techniques used in Indigenous-language newspapers to promote sustainability. Specifically, it sought to identify the advertising techniques used to promote sustainability, determine their effectiveness, and identify the challenges Indigenous-language newspapers face in promoting sustainability. A qualitative research method was used for this study. In-depth interviews were held with the advertising managers/representatives of the respective newspapers. Findings show that the newspapers employed various advertising techniques such as print, digital and social media advertising; various advertising choices are available in the newspapers, including display advertisements, classifieds, inserts, and sponsored content. They also promote people’s cultural heritage through published advertising messages. Further findings showed that Alaroye and Aminiya newspapers enhance their sustainability by effectively targeting their desired readers and showing how much they care about preserving culture. The study recommends that Indigenous-language newspapers should emphasise unique cultural perspectives because they can provide a cultural perspective that mainstream media may not offer. By emphasising this cultural perspective, Indigenous-language newspapers can differentiate themselves from other media outlets and attract advertisers who want to appeal to this unique audience.