Aláròyé Newspaper on Digital Platforms: A Study of Audience Experience and Reception

Abstract

The study examines the complexities of the Aláròyé newspaper’s digital transformation. It seeks to understand how the organisation’s matrix, which includes circulation, readers, and advertising revenue, has been impacted by the shift to digital platforms while preserving its historical print business. Anchored on the uses and gratifications as well as technological determinism theory, the study demonstrates how digital technology influences the operational structures of media organisations. The study adopts a qualitative research design through interviews (with the newspaper’s publisher) and netnography with the newspaper’s social media community on Facebook. Data obtained are qualitatively analysed using the thematic analysis method. Findings from the study show that Aláròyé has made significant strides in embracing technology to enhance its operations, marking a notable shift from traditional practices to more modern, digital-driven strategies. The reception from the audience has been positive, with a growing number of readers engaging with the content across various digital platforms. The shift to digital media has allowed Aláròyé to expand its reach and foster a stronger connection with its audience, which is essential for the long-term success of the indigenous language newspaper. The study enhances the existing scholarship on indigenous language media by elucidating adaptive strategies and audience dynamics within African digital journalism. This establishes a framework for comprehending how indigenous language news outlets can sustain relevance in the digital era by preserving their cultural identity and social mission.

1. Introduction

The rise of digital technology and the internet have profoundly reshaped the global media landscape, and Nigeria is no exception. While the internet began as a tool for global communication and information exchange, its most transformative impact in recent years has been in media production, distribution, and audience engagement. In Nigeria, the penetration of digital platforms has fundamentally altered the traditional newspaper industry, compelling publishers, including those producing content in indigenous languages, to migrate online to remain viable and relevant (Agbaka, 2025; Ayobolu, 2024).

Over 122 million Nigerians had internet access as of early 2023, with mobile internet making up more than 80% of that usage (Irielle, 2024). More people, particularly those who are younger and live in cities, can now access and use social media and mobile devices to consume news content thanks to the digital revolution. Traditional media, particularly print newspapers, must balance the need to remain relevant and financially viable in an environment where smartphone adoption and broadband expansion are both increasing (Elike & Anorue, 2023; Ngoc, 2022). Newspapers in indigenous languages like Aláròyé, which have long been essential information and cultural expression platforms for Yoruba-speaking communities in Nigeria and elsewhere, are particularly affected by this change (Onyenankeya, 2022; Salawu, 2019a). Because of their linguistic and cultural focus, indigenous language newspapers hold a special place in Nigeria’s media landscape. They are essential in fostering civic engagement, local identity, and indigenous knowledge systems (Oyero et al., 2018; Oyesomi et al., 2017). These newspapers are not immune to the disruptions brought about by the digital revolution, rising printing costs, logistical difficulties, and shifting audience behaviour, particularly among digitally native youths who prefer to access content via mobile apps, websites, and social media, have all contributed to a sharp decline in print readership (Bober & Willis, 2021).

Although digital transformation has many benefits, particularly in offering a wide variety of easily accessible information, its acceptance is difficult, especially for newspapers published in indigenous languages (Tshabangu et al., 2024). For example, even though Nigeria is a regional powerhouse with a well-developed media and a high level of digital capital, its audiences are captivated by its emphasis on investigative and balanced journalism, insightful feature writing, and contemporary political review (Odunlami & Bankole, 2024). Aláròyé is the most successful Yoruba language newspaper in Nigeria, published by World Information Agents since 1996 (Tshabangu et al., 2024). Its online presence includes an official news webpage and social media. The primary content delivery platform for Aláròyé is its news website, which regrettably lacks interactive and dynamic features. The website is little more than clickbait, simultaneously promoting major news stories and encouraging readers to buy the printed edition (Amenaghawon & Olawole, 2024). The website’s online pieces are frequently cut short to compel readers to buy printed copies to access more information. Additionally, Aláròyé maintains a strong online presence on Facebook, Instagram, and YouTube. The newspaper primarily uses Facebook to interact with its readers, Instagram to post picture stories, and YouTube to launch Aláròyé TV. Most of the newspaper’s contacts with audiences take place on Facebook, where it has a sizable following. On Facebook, audiences can interact with Aláròyé journalists, discuss the content with one another, and even challenge the legitimacy of journalism (Salawu, 2019a; Tshabangu et al., 2024).

This study focuses on understanding the evolving role of Aláròyé newspaper as it transitions to digital platforms, with a primary emphasis on its audience’s experiences and reception. Laying credence to this, Westlund et al. (2025) emphasised that in the context of digital journalism, audiences, consumers, participants, co-creators, and other related terms are changing, thus researchers should beam their searchlights on them. As traditional media outlets increasingly adapt to the digital landscape, it becomes essential to explore how established indigenous language newspapers, like Aláròyé, navigate the shift from print to online content and how this shift influences audience engagement. This study investigates how Aláròyé’s readers consume its content on digital platforms, its interaction level, and the overall reception of its digital presence. It aims to provide a comprehensive understanding of the challenges and opportunities that arise as the newspaper seeks to maintain its relevance in the digital age. Furthermore, the research delves into the broader implications of digital media consumption patterns among the Nigerian audience, particularly with Aláròyé. By examining audience reception, this study addresses gaps in the current literature on media consumption in the digital era, particularly within the Nigerian context. It explores how factors such as technological accessibility, cultural preferences, and shifts in news consumption behaviours impact the effectiveness of digital platforms in engaging readers.

Specifically, the study seeks to investigate Aláròyé’s experience with migrating to the digital platform while retaining the legacy (print) media it started with; how the newspaper’s digital (and social media) presence has affected its circulation, readership and advertisement revenue; the challenges for the organisation with its digital operations and how they are being tackled; the organisation’s projections in terms of digital operations; the audience’s reception of the Aláròyé webpage and Facebook, X (formerly Twitter), and YouTube handles of the newspaper; their experience of reading the hard copy of Aláròyé compare with reading the digital version; the extent to which they follow the newspaper’s social media accounts, and their assessment of access to the news and quality of offerings on the accounts; comparing their experiences reading the news texts on the digital (and social media) platforms and using the audio-visual offering of the Aláròyé television on YouTube.

2. Brief on Aláròyé Newspaper

Aláròyé was initially published in print in 1985. It was published by World Information Agents, a business run by Musa Alao Adedayo. The publisher, Adedayo, founded Aláròyé at age 25 and continues working for the Nigerian Television Authority (NTA) in Tejuosho, Lagos. The weekly journal Aláròyé, which means “The Explainer” in Yoruba, is currently the most-read Indigenous-language newspaper in Nigeria (Odebiyi & Olawuyi, 2023). Due to a lack of finances, the paper’s publication was halted after it hit newsstands in 1985, as the publishers were still operating the magazine independently. Only two years after resuming in 1990, the newspaper disappeared from newsstands again.

After a few problems, a second attempt to bring the newspaper back to life was unsuccessful in 1994. It recovered more forcefully in 1996 and eventually became the country’s most popular and sought-after Yoruba newspaper. With over 150,000 copies sold weekly, it rose to the top of the local language newspaper readership rankings. The emergence of Aláròyé drastically altered the development of Yoruba newspapers in Nigeria. Readers were impressed by this newspaper’s innovative cover art, headline casting, page layout, and news presentation techniques (Adeyeye & Salawu, 2024). These remarkable developments greatly expanded newspaper readership in Nigeria, as Aláròyé became one of the only indigenous-language newspapers in West Africa to compete with English-language newspapers.

3. Impact of ICT on Indigenous Language Journalism Practice

ICTs are the driving force behind encouraging effective administration and use of media in indigenous languages. For this reason, anyone unfamiliar with computers and ICT cannot function in today’s journalism practices. The newsroom and other offices are computerised and networked for streamlined administration; each reporter has a personal laptop (Daramola & Tejumaiye, 2014). ICT is essential to education and knowledge acquisition, which is the core of human capital development in the current environment (Odiboh et al., 2018; Owolabi, 2020). Thus, managing indigenous language media through ICT applications may result in notable improvements in the quality of service and efficiency in the collection, processing, storage, and transmission/dissemination of news.

In an ICT context, information may be collected and shared more readily (Late & Kumpulainen, 2022). Computers can also be used to plan pages or layout newspapers. YouTube allows for the global dissemination of news, together with images. Because digital devices may be used to record voice and video, conduct interviews, and access information, the internet, email, and GSM have also enhanced news reporting and gathering (Singh, 2025). Thus, the presence of the Yoruba newspaper Aláròyé and other indigenous language newspapers online is not unusual. It is crucial to remember that facilities must be updated, and human resources must be developed to international standards if Nigeria, a developing country, and the media sector are to benefit fully from the windows of opportunity in ICTs (Asunbiaro et al., 2024).

4. Impact of the Transition to Digital Platforms on Indigenous Language Newspapers

Due to the rise of digital media, the media sector has seen a fast transformation. As of the end of the first quarter of 2024, the Nigerian Communications Commission reported that more than 164 million people in Nigeria were internet users on GSM-enabled networks (NBS, 2024). The development, as reported by NBS, includes access to newspapers that individuals may readily access with smartphones and other internet-enabled devices (Mbadiwe & Udeze, 2025; Umoh, 2025). Social media sites like Facebook, Instagram, X (formerly Twitter), and WhatsApp are becoming increasingly popular among Nigerians who read newspapers in their native tongues to obtain news. According to empirical research, numerous newspaper readers like the free online version (Ogbu et al., 2021; Okon et al., 2022; Onoja et al., 2022; Onyenankeya, 2022; Oyesomi et al., 2020; Salawu, 2019b). The shift to social media impacts the creation and dissemination of local newspapers. When people and organisations use digital media to communicate, it has been observed that there will be circulations, reimaginings, magnifications, deletions, translations, revisions, and remakings of a range of identities, experiences, and cultural representations (Pekkala & van Zoonen, 2022). This becomes more crucial when the language is an integral part of the society.

English language newspapers have long since shifted to digital platforms and have devised methods to increase website traffic. They must figure out how to create a website that works on social media and appeals to the target audience’s tastes, particularly the young people who are always on social media and are upwardly mobile. Innovativeness is needed to create the right tools to drive and maintain visitors to the newspaper’s website. What kinds of sounds, visuals, and videos could be used to engage readers without detracting from the indigenous language’s natural symbolism? The symbolic or persuasive aspects of digital media and the emotional dimensions of our uses and interpretations of these media seem to receive less attention from digital media proponents than those who emphasise its usefulness in offering a wide variety of easily accessible information (Buckingham, 2015). Using digital media for information production and communication in indigenous languages requires a high literacy level. One who is genuinely literate can use language and understand how it works (Akinwalere, 2023; Buckingham, 2015).

As was previously mentioned, literacy in indigenous languages has drastically declined. Indigenous language newspapers need staff who are not just proficient in syntax if they are to succeed with online publishing, but possess analytical skills and a meta-language for describing how language functions, how digital media are constructed, and the unique rhetorics of interactive communication, in addition to being proficient in the native tongue (Buckingham, 2015; Danos & Turin, 2021). Naturally, this goes hand in hand with having digital literacy, which includes understanding the design and administration of websites (Nikou et al., 2022) and, above all, being able to correct textual and symbolic expressions. To achieve this, tech-savvy staff are needed.

5. Indigenous Language Newspapers and the Challenges of Digitisation

The conundrum of digital media may be the biggest obstacle facing newspapers, especially indigenous ones (Onyenankeya, 2022). In the past, conventional newspapers had a large readership and were widely used as people’s leading news sources. The circulation of newspapers has drastically decreased in recent years. Many traditional newspapers are placing more attention on their online presence as the trend toward digital media grows (Adeyemi et al., 2023). This is because the fierce competition from digital media has caused many newspapers to either innovate or die.

With its exponential growth, digital media has permeated every aspect of existence. Mobile phones, the internet, and other modern technology provide various communication options and creative ways of mediating and representing the world (Buckingham, 2015). A quickly expanding aspect of digital media, mobile technology is transforming daily life and commerce. For example, cell phones have become essential devices for commercial transactions worldwide and a part of daily life (Wirtz, 2024). Nigerians are increasingly turning to social media, where people may readily access many information sources using smartphones and other internet-enabled devices (Adesina et al., 2020; Onyenankeya, 2022). Fundamentally altering how we are born, live, sleep, produce, consume, dream, fight, or die, digital technologies have created new opportunities (Boczkowski & Mitchelstein, 2021).

Online journalism, where news production and distribution are no longer solely the purview of traditional media, has emerged as a new reality in journalism practice due to the rise of digital media. Citizen journalists disseminate online news of all kinds via many blogs and independent newspapers. Hirst (2020) asserts that one of the most public and politically significant genres of communication, news, has become a central conduit and node for the Internet. Additionally, traditional newspapers are moving online, where people can find almost all of Nigeria’s foremost publications. To survive, indigenous language media must become active in the digital sphere.

6. Theoretical Underpinning

This study is anchored on the uses and gratifications and technological determinism theories. The uses and gratification theory focuses on what people do with media rather than what media do to them (Blumler & Katz, 1974). According to this theory, audiences are active agents who choose which media to consume to satisfy particular needs like social interaction, entertainment, cultural identity, and information seeking. The theory aids in explaining why readers of the Yoruba-language newspaper Aláròyé decide to engage with its content on websites and Facebook. For many Yoruba speakers, particularly those living in urban areas or the diaspora, digital access to Aláròyé provides not only news but also a way to maintain their cultural and linguistic identity. The emergence of digital media has broadened the scope of desired gratifications, such as immediacy and interactivity (Ruggiero, 2000), which are essential components of Aláròyé consumption online.

A more nuanced understanding of the factors influencing audience engagement with Aláròyé’s digital editions is made possible by the application of UGT to this study. By staying connected to their linguistic and cultural roots, readers can find personal identity gratification or informational gratification by accessing localised Yoruba news. Additionally, the interactive features of digital platforms allow for collective pleasures like exchanging culturally relevant content and taking part in conversations. The landscape of gratifications has changed due to the changing affordances of digital media (such as mobility and personalisation), which makes UGT even more pertinent to comprehending contemporary media use (Sundar & Limperos, 2013). This is why examining Aláròyé through the prism of UGT not only reveals the variety of functions the newspaper fulfils for its online audience, but also how indigenous language media can adapt to the demands of modern audiences in digital spaces.

The technological determinism theory, on the other hand, offers a complex view of how technology affects society. It argues that social values and societal structure are defined by technology. The technological determinism theory describes how technology changed society from the ethnic to the literate era and from the print to the electronic age (Williams et al., 2024). The theory questions how and to what extent technology represents human thoughts or behaviours.

McLuhan asserts that the medium has a more significant and explicit influence on how people engage and behave than the message or substance. This implies that the scale and form of human association and action are shaped and controlled by the medium (McLuhan, 1964). Critics of technological determinism contend that individuals are never forced to use technology. Conversely, the technology does not have a duty to force people to utilise it; instead, it is a conscious decision. Although it is ultimately up to humans to choose whether to use a technology and experience its effects, it is undeniable that people will eventually need to engage with it. Some scholars argue that technology is shaped by society and co-evolves with social structures through an emergent, non-deterministic process. Ultimately, the primary way a technology is used determines its overall impact (Adesina et al., 2018; Dontre, 2021).

Indigenous language newspapers can benefit greatly from digital technologies, but journalists should put them to good use. The theory helps explain how the shift to digital platforms may be influencing changes in the newspaper’s production, distribution, and audience engagement. It provides a framework for understanding how technology shapes media practices and audience behaviour, particularly in the transition from print to digital formats.

The Uses and Gratifications Theory tackles this issue by emphasising user agency, motivations, and contextual choices when interacting with Aláròyé on digital platforms. The technological determinism highlights how technology affects media consumption.

7. Methodology

This study qualitatively employed a semi-structured interview guide to dialogue with the Editor of Aláròyé Newspaper, netnography and interaction with 11 members of the webpage audience, as well as Facebook, X (formerly Twitter) and YouTube handles of the newspaper. Only 11 members of the webpage audience responded to the interview questions from the Aláròyé Facebook Community of more than 720,000 members at the time of the research. Although the Aláròyé Facebook community had over 720,000 members at the time of the study, only 11 of them responded to the interview questions. This limited response rate constrains the variety of approaches captured and the generality of conclusions for broader audiences.

The interview was the data collection method used for this study. The interviews focused on the Editor as well as the audiences of the newspaper. The interview with the editor took place on the 9th of March 2023, while the ones with the audience took place between the 12th to 25th of March 2023. The interview method also allows flexibility and adaptability, which help the researcher tailor the questions and address trends that arise or seek additional information (Lim, 2025). The interview with the editor lasted about 40 min, while the one with the audience was dependent on how quickly they responded to the questions posed to them. This flexibility is valuable when examining the complex nature of gender, sociocultural factors, and technology, as it allows a deeper understanding of the nuances and crux of this study. The researchers were guided by a series of questions during the interviews, which made it possible to ask follow-up questions to probe further into the respondents’ answers. According to the guidelines of qualitative research, the respondents were specifically selected, emphasising the value of obtaining a variety of perspectives to comprehend the subject being studied (Mwita, 2022).

To ensure accuracy, clarity, and cultural appropriateness during the data-collection process, the interview with the editor of Aláròyé was conducted by a fluent native Yoruba speaker. With the participant’s permission, the interview was audio-recorded, and the original Yoruba transcript was then transcribed verbatim. The interviews with the webpage audience from the Aláròyé Facebook Community on social media were conducted by placing the questions on Facebook Messenger. The questions were posed both in English and Yoruba, and they responded via the same channel. The responses came in both languages (Some in English and others in Yoruba).

Before being used for analysis, the transcripts in Yoruba were meticulously translated into English by a language specialist while preserving the context, meaning, and subtleties of the participants’ answers. For all interviews conducted in Yoruba, a thorough translation procedure was followed to guarantee the accuracy of the data. First, a native Yoruba speaker transcribed the interview verbatim. After that, the transcripts were translated into English utilizing a meaning-focused methodology that gave careful consideration to participant intent, contextual expressions, and cultural quirks. Another Yoruba-English bilingual researcher examined and cross-checked the translations to improve accuracy and make sure the final English versions accurately captured the original Yoruba stories.

Data was collected from individual perspectives to analyse the experience of the organisation with the migration to digital platforms while also retaining the legacy (print) media it started with, ways the digital (and social media) presence of the newspaper affected its circulation, readership and advertisement revenue, and the challenges the organisation face with their digital operations, the projections of in terms of the digital operations. Furthermore, the audience reception of the Aláròyé webpage, the social media handles of the newspaper, how the audience’s experience of reading the hard copy of the paper compared with reading the digital version, the extent to which they follow the social media accounts of the newspaper; and what their assessment of the accounts in terms of access to the news and quality of offerings on the accounts, among others.

Qualitative research is rooted in a phenomenological paradigm, which holds that reality is socially constructed through individual or collective definitions of the situation (Phillips, 2023). Data were thematically analysed, and respondents’ identities were kept anonymous and confidential. To find recurring themes, the transcripts were thoroughly examined. As the study went on, new themes were suggested in response to revelations from the data, extending, splitting, or merging preexisting themes as necessary. The opinions of the participants were represented in great detail and comprehensively, thanks to this iterative approach.

8. Results

The results for the in-depth interviews with the Editor of Aláròyé newspaper, as well as 11 members of the webpage audience, investigating how readers interact with Aláròyé in its digital format, what drives their reading, and how they view the newspaper’s function in maintaining language, culture, and identity in the digital era. The themes that arose from the data provide information about the reasons behind audience behaviour, usage trends, cultural significance, and the online newspaper’s perceived accessibility and legitimacy. Direct quotes from participants are used to illustrate their lived experiences and viewpoints, and these findings are presented thematically.

The findings from the study show that Aláròyé newspaper now has a digital platform and is active on Facebook, X (previously Twitter), and YouTube. The indigenous language newspaper finally embraces digital technology after some hesitation. After initially displaying reluctance to embrace new technologies, this change marks a key turning point for the newspaper.

Aláròyé helps raise awareness of its language in a globalised digital ecosystem by embracing these channels. From the data in this study, the following themes were developed: Implications of Digital Presence of Aláròyé Newspaper on circulation, readership and advertisement revenue; Challenges for Aláròyé Newspaper with their digital operations; Projections of the Aláròyé Newspaper in terms of the digital operations; Audience reception of Aláròyé Newspaper on Digital Platforms viz-a-viz experience of reading the hard copies; Audience assessment of Aláròyé Newspaper’s Digital Platforms in terms of access to news and their experiences reading the news texts on the digital platforms

8.1. Implications of Digital Presence of Aláròyé Newspaper for Circulation, Readership and Advertisement Revenue

The study found that Aláròyé has a Facebook account, though the editor noted that:

The account has not been optimally used; it is just for making friends and receiving comments, not posting stories or other content.

Further findings show that digital technologies have aided Aláròyé Newspaper in keeping tabs on journalists’ activities in their reportage. These platforms have helped in the immediacy, spread and authentication of stories and brought out the ingenuity of journalists who would have to go to further lengths to come out with the other side of every story, which has become public knowledge through social media. It has always helped journalists to go the extra mile to verify news reports and provide backend information to readers so that they can make informed decisions about new stories. However, the MD also noted that Aláròyé does not have an online editor.

The study also found that the circulation and advertising revenue of the newspaper have dramatically improved with the launch of digital platforms. In specific terms, the interviewee spotlighted that:

We first started the Aláròyé website and discovered that the hard copy was not affected, and people were visiting our webpage and reading online. We built the page gradually, and now the hits on our webpage are about 800,000 viewers. Our sales in copies have never gone beyond 150,000 copies (hardcopy), but when you put something there now, about 800,000 people and above view stories posted on the page and even more, like 1 million.

This implies that digital platforms have improved the newspaper’s circulation, spreading its tentacles beyond the shores of Nigeria. Thus, exposing the paper to the international community allows readers access to the newspaper’s content worldwide. The interactive nature of digital platforms also helps readers express their opinions about news published in the outlet. Regarding revenue from digital platforms, the interviewee said that YouTube places advertisements on its channel. Aláròyé also does some coverage that they do and puts it on Aláròyé online TV; this is done on request because of their popularity. Summarily, digital platforms have added to Aláròyé’s revenue-generating system.

Aláròyé newspaper’s presence on digital platforms has significantly impacted its circulation, readership, and advertising revenue. Beyond the limitations of its conventional print format, the newspaper now reaches a broader, more varied audience as it adopts digital channels.

8.2. Challenges for Aláròyé Newspaper with Its Digital Operations

The study found that Aláròyé newspaper also faces some challenges. The editor surmised that:

Social media has a few challenges since we have not joined it.

He added that:

The fear that this might affect our physical sales makes us wary of going entirely into social media because we depend mainly on our sales. After all, Nigerian advertisers hate what they call “Local Newspapers.” They prefer to go for an English-language newspaper even when such a newspaper does not print up to 500 copies. For this, we ban broadcasters from page-by-page reviews of our newspapers because we knew it contributed to the lack of sales of the so-called national newspapers.

The newspaper is still conservative about using all social media platforms because it has yet to have dedicated staff; some are still managing these platforms. Although they have video editors, film editors, and readers, just like TV operations, they have yet to fully commit to the online platform. Additionally, workforce, funding, and politics have been significant challenges facing the newspaper in fully embracing digital platforms.

For Aláròyé newspaper, the shift to digital operations poses some difficulties, especially considering that it is an indigenous language publication. One big issue is that digital infrastructure and technology require significant investments, which can pressure smaller media businesses’ finances.

8.3. Projections of the Aláròyé Newspaper in Terms of the Digital Operations

Findings show that the newspaper is projecting that in another five years, the Yoruba language will have become so vast that people who are yet to know it will end up knowing (about) it because the newspaper is an avenue to promote language and culture systematically. Specifically, the editor noted that:

We believe that in five years, we will have gone to the level that if anybody wants to do anything for the Yoruba people anywhere in the world, (they) would want to have something to do with Aláròyé. We are not talking of Nigeria alone, but when you mention Yoruba, you are going to mention Aláròyé, even in the media or on any platform

The digital platforms were launched in August 2022. They are found at the following sites:

• https://www.YouTube.com/watch?v=EvsQIhgN7_I (accessed on 18 November 2025).
• https://alaroye.org/ (accessed on 18 November 2025).
• https://web.Facebook.com/groups/487877131392424 (accessed on 18 November 2025).
• https://www.YouTube.com/c/Aláròyéonlinetv (accessed on 18 November 2025).

The study found that Aláròyé’s shift to digital platforms will project its course going forward, presenting the newspaper’s operations with both opportunities and difficulties. Through digital platforms, Aláròyé is positioned to reach a worldwide audience and grow its readership beyond conventional bounds as digital media continues to dominate. Figure 1, as seen above, shows the webpage of Aláròyé, which has all the offerings of a digital platform where readers can easily navigate the site.

8.4. Audience Reception of Aláròyé Newspaper on Digital Platforms Vis-à-Vis the Experience of Reading the Hard Copies

Findings show that the Aláròyé Facebook Readers Community has more than 780,000 members. However, only 11 members responded. Results show that most respondents access Aláròyé stories on Facebook, and a few access them on YouTube (Aláròyé TV), while fewer deliberately go to the Aláròyé webpage.

A respondent noted that:

I do not search for Aláròyé on Facebook. However, I read or watch its video clip whenever it comes to its own volition, which it certainly does regularly.

Another respondent also corroborates this issue of notifications. One of the respondents also affirmed that he did not read Aláròyé, either on its webpage or on its social media handles. This respondent is an Octogenarian. All the respondents who read Aláròyé online and on social media attest to the ease of accessing the stories and navigating the webpage.

Findings from this study show that, in contrast to the traditional print version, the audience’s perception of Aláròyé has changed due to its digital platforms.

8.5. Audience Assessment of Aláròyé Newspaper’s Digital Platforms in Terms of Access to News and Their Experiences Reading the News Texts on the Digital Platforms

Results show that the audience reading Aláròyé online and on their social media platforms finds it more convenient than reading the hard copy. The online approach is easily accessible as one can read on the move. It also gives links to old news items published by the medium. Additionally, online/social media allows for immediate feedback from the audience without censorship. A few other respondents also assert that they prefer accessing Aláròyé on social media because of the ease and ubiquity of mobile phones. To buttress this preference for the digital Aláròyé for ease of access, Respondent 10 disclosed: I do not think I have read Aláròyé or any conventional/traditional newspaper in the last few years.

Respondent 11 added this: Aláròyé on YouTube has audio and visual effects. Again, most of the stories have many actual events that deepen the narrative. Respondent 2 corroborated the interactive nature of social media as a reason for the preference: Kika Aláròyé lori ero ayelujara mu ki nmo ero okan opolopo ti o nka Aláròyé yato si ti eyiti mo nka ninu pepa (Reading Aláròyé on the web/social media helps me to know the minds of other readers, compared to when I read the traditional newspaper). However, some still appreciate the hard copy for reference purposes. Respondent 8 noted: “I have been reading the hard copy of the Aláròyé for the past thirty years (30 years) or more, and I always keep each copy for reference and quoting purposes”. All the respondents rate the quality of stories in both the Aláròyé online and the hard copy as excellent. Respondent 11 submits that the quality of the stories is top-notch. They are original, incisive, interesting and educational at times. Respondent 1 affirms that news emanating from all Aláròyé platforms is of good quality as it relates to credibility, genuineness, and currency. Respondent 6 rates the quality at 90% while Respondent 8 rates it at 80%.

Findings from the netnographic observation show a growing, albeit uneven, presence in the digital media space of Aláròyé Newspaper’s digital platforms, particularly its website and social media handles. With a user-friendly interface that facilitates effortless navigation and access to archived materials, the newspaper’s official website features regularly updated content, including news stories in Yoruba. Despite having more than 780,000 members, the Facebook group’s administrators do not seem to be very involved; posts mostly contain links to stories and videos, and users are rarely engaged. Aláròyé Online TV is a livelier YouTube channel that offers news recaps, interviews, and visual storytelling. Some of these videos have received thousands of views and comments. With few content updates and little user interaction, the X (formerly Twitter) handle is the least active. Aláròyé has effectively created a digital footprint overall, but netnographic data indicates that it is still underutilising its full potential for digital branding, content diversification, and interactive audience engagement, especially on Facebook and X. This emphasises how its digital platforms must be managed more consistently and strategically to reach and influence as many Yoruba-speaking digital audiences as possible.

9. Discussion of Findings

The study’s findings reveal that Aláròyé newspaper now has a digital platform and is active on Facebook, X (formerly Twitter), and YouTube. The indigenous language newspaper finally embraces digital technology after some hesitation. After initially displaying reluctance to embrace new technologies, this change marks a key turning point for the newspaper. The action is in line with more general media trends, which show that conventional media outlets are adopting digital transformation more and more to remain relevant in the ever-evolving media landscape (Adesile, 2021; Alzub, 2023; Waiswa, 2024). Newspapers can now reach a wider readership and interact with a more tech-savvy and diverse public, thanks to the shift to digital platforms. Furthermore, social media integration offers a vibrant communication and community development avenue.

This digital shift also has significant cultural implications for indigenous language newspapers like Aláròyé, offering a rare opportunity for language revival and preservation. Digital media is crucial for maintaining and advancing endangered languages (Ajani et al., 2024; Meighan, 2021). Aláròyé helps raise awareness of its language in a globalised digital ecosystem by embracing these channels. From the data in this study, the following themes were developed: Implications of Digital Presence of Aláròyé Newspaper on circulation, readership and advertisement revenue; Challenges for Aláròyé Newspaper with their digital operations; Projections of the Aláròyé Newspaper in terms of the digital operations; Audience reception of Aláròyé Newspaper on Digital Platforms viz-a-viz experience of reading the hard copies; Audience assessment of Aláròyé Newspaper’s Digital Platforms in terms of access to news and their experiences reading the news texts on the digital platforms

Aláròyé newspaper’s presence on digital platforms has significantly impacted its circulation, readership, and advertising revenue. Beyond the limitations of its conventional print format, the newspaper now reaches a broader, more varied audience as it adopts digital channels. By providing material to audiences throughout the world, mainly through platforms like Facebook, X (previously Twitter), and YouTube, newspapers can expand their circulation through the move to digital media (Ju et al., 2014; Paulussen & Harder, 2014). These platforms also help to draw in younger, tech-savvy readers. The function of social media is to improve engagement, encouraging community interaction, making content more accessible, and supporting this growth in readership (Chakravartty & Roy, 2013). Additionally, the digital shift creates new revenue streams for online advertising and subscriptions. In contrast to traditional print media, digital platforms provide more focused advertising opportunities, which can lead to more revenue (Gbasha et al., 2024; Ifeduba & Olatunji, 2019; Salawu, 2006). More effective advertising targeting is made possible by the capacity to track user activity and preferences, which may draw in marketers looking to target groups. Aláròyé newspaper’s online presence puts it in a position to expand its audience, increase its reach, and generate new advertising opportunities, all of which will contribute to its long-term financial viability.

For Aláròyé newspaper, the shift to digital operations poses some difficulties, especially considering that it is an indigenous language publication. One big issue is that digital infrastructure and technology require significant investments, which can pressure smaller media businesses’ finances. Traditional media companies frequently struggle to adjust to the rapidly changing digital scene, which calls for technological advancements and specialised knowledge to manage online platforms efficiently (Ugo et al., 2023). Furthermore, while competing with more prominent, established media publications, Aláròyé newspaper has to manage the challenges of attracting and holding on to digital readers. Wilding et al. (2018), affirmed this when they noted that digital platforms increase competition while providing a wider audience, which may make it more difficult for a newspaper to maintain its readership in a crowded digital market.

Furthermore, Ajani et al. (2024) note that balancing the needs of producing digital material and maintaining indigenous languages can be challenging, especially when resources are scarce. While digital platforms present new revenue potential through online advertising and subscriptions, the shift also presents questions regarding monetisation, as these platforms necessitate a systematic approach to making money. Changing business strategies is frequently necessary when switching from traditional to digital income sources, which can be especially difficult for smaller newspapers like Aláròyé. To overcome technological, competitive, and financial obstacles, digital operations require a great deal of work and resources, even though they present many potentials.

The observations of scholars contend that digital platforms enable newspapers to expand their reach and target younger, tech-savvy groups, aligning with this change (Gbasha et al., 2024). Aláròyé can now offer interactive and multimedia material thanks to the digital shift, making it easier to maintain readers’ interest. The newspaper may be able to take advantage of the expanding online advertising trends by providing sponsored content and tailored advertisements to a broader range of advertisers, as suggested by Aiolfi et al. (2021). The newspaper’s financial viability could be enhanced by switching to a digital model, particularly given the drop in print revenue.

However, despite these promising forecasts, Aláròyé still faces significant challenges in its digital operations. Newspapers must strike a careful balance between upholding their cultural mission, in this case, supporting the indigenous language and meeting the expectations of digital content, which frequently prioritises speed and worldwide accessibility (Danca & Blose, 2024). Furthermore, digital platforms for news dissemination also come with a level of criticism that media organisations must rise to (Cheruiyot, 2024; Odiboh et al., 2018). To be relevant in a media market that is becoming increasingly competitive and driven by digital technology, Aláròyé future projections will rely on how effectively it can combine its conventional capabilities with the technical and business components of digital operations.

Findings from this study show that, in contrast to the traditional print version, the audience’s perception of Aláròyé has changed due to its digital platforms. In contrast to the slower, more linear experience of reading a newspaper in print, readers can engage with digital platforms more instantaneously and engagingly. Digital media improves audience engagement with features like sharing, commenting, and real-time interaction, creating a feeling of community and enabling immediate feedback (Sanusi et al., 2025). By liking, sharing, or commenting on posts, readers can interact with the information and create a dynamic interchange that is not as easy with the printed version. Furthermore, print cannot match the accessibility and flexibility that come with the ease of using computers or cell phones to access the newspaper anywhere (Ayobolu, 2024; Mpofu & Salawu, 2018b). The instantaneous and interactive experience of these devices is particularly appealing to younger viewers who are used to the speed and ease of digital media.

However, when it comes to audience reactions, the move to digital media also poses specific difficulties, particularly when contrasted with the experience of reading the printed copy. Some audience segments prefer traditional media, such as print newspapers, because they provide a more concentrated, immersive reading experience (Barrett & Cocq, 2019). They value the tactile quality of print and its capacity to enable continuous, in-depth reading. Because they are not distracted by the many other online stimuli on digital platforms, some readers find that reading a hard copy enables a stronger connection with the text. Digital versions of indigenous language newspapers can find it difficult to duplicate the same closeness and cultural relevance that print editions provide for local communities (Ajani et al., 2024). Although the digital platform increases accessibility and reach, it may also lessen print readers’ sense of belonging when interacting with a real newspaper. Aláròyé must thus consider preserving the cultural and personal elements that give its print editions significance to its core readership, even as its internet presence offers exciting potential for audience involvement.

The study found that readers love how easy it is to get news at any time and from any location, and they place a high value on Aláròyé’s digital platforms’ enhanced accessibility. This move to digital media supports (Izuogu et al., 2025), finding that digital media’s instant access to current news meets audiences’ need for timely information. The ease of using computers and cell phones to obtain news removes the geographical restrictions associated with print editions, which is especially advantageous to readers. Digital platforms also enhance engagement by allowing users to share and interact with content, facilitating immediate feedback and a sense of community. These platforms facilitate active engagement, enabling readers to interact with the content and participate in real-time debates (Mpofu & Salawu, 2018a; Zayani, 2021). Comparing digital platforms to traditional print formats, accessing multimedia content like photographs and videos enhances the news experience overall and makes it more dynamic and captivating. As a result, the audience’s favourable opinion highlights the substantial benefits of digital platforms concerning news access and the interactive multimedia experience they offer.

In the broader context of indigenous language media navigating digital transformations, this research provides a unique and valuable case study. Similar studies examined how the shift to digital media might impact Africa’s indigenous language newspapers in the future and identified ways to keep them viable within the frameworks of alternative media and technological determinism (Onyenankeya, 2022). It became evident that indigenous language newspapers need to do more than merely adapt to the digital revolution if they are to survive in our rapidly changing, technologically advanced world. While digital platforms like Facebook and YouTube are frequently utilised for indigenous language journalism, significant challenges, including English dominance, limited internet access, and low digital literacy, persist (Odunlami & Bankole, 2024). To foster inclusivity, these barriers must be addressed, even though digital platforms hold great potential to promote indigenous languages. Additionally, focusing on uMthunywa, Zimbabwe, Tshabangu and Salawu (2022) explored the institutional, contextual, and human agency factors that influence technological innovation and the adoption of digital journalism practices among indigenous African-language newspapers. They found that uMthunywa exhibits little technological innovation and that new digital journalism techniques are adopted only occasionally, which helps the newspaper stay operational. Complementing these findings, the Aláròyé example contrasts print and digital consumption experiences and offers specific insight into how various digital platforms, like Facebook, YouTube, and Twitter (now X), are received. Insights from an exploratory study on the opportunities and risks posed by the digital age to South African newspapers and radio stations that utilise African languages are offered (Motsaathebe, 2023). These parallels between Aláròyé’s experience and that of other indigenous language media publishers imply that, in order to prosper in the digital media landscape, technological innovation and cultural authenticity must be matched.

10. Conclusions

Aláròyé has made significant strides in embracing technology to enhance its operations, marking a notable shift from traditional practices to more modern, digital-driven strategies. The benefits of this technological transformation have been acknowledged, mainly through the lens of uses and gratifications and technological determinism. These theories explain how individuals actively seek out media to satisfy specific needs, such as information, entertainment, social interaction, or personal identity, as well as a direct, causative link between advancements in technology and the evolving nature of society. In the case of Aláròyé, the adoption of digital platforms like social media, websites, and multimedia content has allowed the newspaper to reach a broader audience and adapt to the rapidly changing media landscape. These technological advancements have enabled the publication to stay relevant, increase its visibility, and improve its engagement with readers.

However, despite these positive developments, there is still ample room for improvement in Aláròyé’s digital operations. One of the key challenges moving forward is the need for more resources and efficient personnel. As the organisation continues to expand its digital presence, it requires skilled staff members who can navigate the complexities of digital content creation, social media engagement, and data analytics. Additionally, ongoing training and re-training of existing personnel are crucial to ensure they remain equipped with the knowledge and skills necessary to keep up with rapidly evolving technologies and trends in digital media. (Sharara et al., 2023) highlight that a smooth transition to digital technology requires significant human and technological resource investments. Despite these challenges, the reception from the audience has been positive, with a growing number of readers engaging with the content across various digital platforms. The shift to digital media has allowed Aláròyé to expand its reach and foster a stronger connection with its audience, which is essential for the long-term success of the publication. With further improvements in resources, training, and personnel, Aláròyé is well-positioned to continue growing its audience and enhancing its digital operations.

The findings from this study portend implications for the practice, theory and research in digital journalism. This is because indigenous language newspapers like Aláròyé have embraced online platforms for news dissemination. The study has demonstrated how the transition to digital platforms has expanded their reach, readership, and revenue streams, demonstrating a viable model for traditional indigenous language media in the digital era. With a growing online audience peaking at over 800,000 page views and engagement through YouTube and Facebook, Aláròyé exemplifies how digitisation can amplify the circulation of a niche, culturally embedded publication without necessarily cannibalising its hardcopy sales. The ease of access, interactive features, and multimedia offerings of digital platforms have not only attracted a broader and younger readership but also enabled greater audience engagement and participation. The case of Aláròyé newspapers online opens up new avenues for examining digital transformation in indigenous language media, especially in the Global South. The limited use of social media despite its large following, the absence of an online editor, and concerns about affecting physical sales reveal a hybrid digital model still in flux, deserving deeper investigation. This study contributes to the field of digital journalism by highlighting, and expanding the understanding of the strides made by indigenous language newspapers in the online space in Nigeria. It further elaborates on the reactions from the audience to the migration of the newspaper to digital platforms, thus demonstrating the implication of online media presence in the phase of digital transformation across all areas of human endeavours, with journalism studies at the forefront of this advancement.