ANALYSING DECLINING NEWSPAPER READERSHIP IN MAIDUGURI.

ABSTRACT This study explores the decline in newspaper readership in Maiduguri, Borno State, Nigeria, amid a rapidly changing media landscape dominated by digital platforms and social media. The study aims to identify the factors contributing to the decline in newspaper readership in Maiduguri, assess the changing media consumption habits and preferences of its residents, and investigate potential approaches for revitalizing and maintaining newspaper readership in the region. Utilizing a descriptive research design, the research employed quantitative methods, gathering data from 152 residents aged 18 and above through structured questionnaires. The findings indicate a significant shift in media consumption preferences, with 57.2% of respondents primarily relying on social media for news. While 44.1% acknowledged reading newspapers daily, this figure is overshadowed by the increasing prevalence of digital news consumption. Increased internet usage, perceived quality of reporting, and the immediacy offered by online platforms were identified as critical factors contributing to the decline in traditional newspapers. Furthermore, the study highlighted a strong preference for community-oriented and investigative journalism, with 70% of participants expressing interest in local news coverage. The research concludes that for newspapers in Maiduguri to revitalize their readership, they must embrace digital transformation, enhance content relevancy, and engage readers through interactive features and community-focused reporting. The study among others recommend that media outlets should develop effective digital subscription models and fostering collaboration with local stakeholders