| dc.description.abstract | The study set out to discover the impact of the Internet on newspaper sales in Kenya. The
research question aimed to seek the answer as to whether the digital revolution is
rendering print media and in particular the newspaper obsolete. In particular, the
researcher sought to find out the extent of utilization of Internet at Nation Media Group
(NMG), as well as the effect that utilization of Internet has had on print distribution at the
firm, the latter being narrowed down to newspapers published by NMG. The researcher
reviewed literature of authors that were diverse in terms of geographical spread, with
some being local, while others were Indian, American as well British academicians.
Research methodology employed the use of a regression model that was employed so as
to determine the extent to which Internet usage has impacted print distribution at NMG.
The target population comprised of 124 employees within the company. The researcher
then sampled 55 staff in the population and eventually received feedback from 50
respondents. The results of the statistical analysis are presented in depth through
descriptive statistics, correlation, as well as an analysis of the regression.
Finally, the author draws insights from the results of statistical analysis to bring forth the
summary of key findings, conclusion, recommendations and limitations of the study. First
and foremost, in relation to the study’s first objective, the analysis conducted on field
data revealed that Internet usage at NMG was indeed high. Secondly, in relation to the
study’s other objective, it was noted that Internet usage has little impact on print
distribution at NMG on its own, however, when taken jointly with factors such as
research and development, television and radio; utilization of Internet was seen to impact
print distribution. | en |
