READER’S ATTITUDE TO ADVERTISEMENT ON THE FRONT PAGES OF NIGERIAN NEWSPAPERS

The major purpose of this work was to ascertain Reader’s Attitude to Advertisement on the Front Pages of Nigerian Newspapers (A study of Eket Reader. As a result, the objectives were set and research questions posed to realize that aim. The research Methodology used was the survey and the instrument was the questionnaire. The population for this study comprised of the residents of Eket Local Government Area of Akwa Ibom State which was 172,808, while the sample size was 383. The sample size was arrived at using Philip Meyers’ formula while purposive sampling techniques was adopted for this study. A total of 383 copies of the questionnaire were administered to respondents, 365 copies were filled and returned, four theories were suitable for the study, the social responsibility media theory, the perception theory, attitude theory and the dependency theory. The major finding was that the majority of Eket readers are exposed to advertisements on the Front Pages of Nigerian Newspapers; they have a positive attitude to the use of advertisements on front pages of Nigerian Newspapers and the practice neither affects their reading nor purchase of the newspapers. It was recommended that advertisers should also consider magazine as another medium for adverts placements.