The impact of internet usage on newspaper distribution in Kenya
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.