AKSU Journal of Communication Research (AJCR)

Abstract
This study examines the types, volume, frequency, gender and decency of advertising in two newspapers in Nigeria: the Daily Sun and the Vanguard. It uses quantitative content analysis of 184 editions with findings from systematic structured content coding of 1737 advertising and advertorials contents from the two select newspapers. It finds out that Nigerian newspapers have low frequency of advertising from entrepreneurs and social groups. Additionally, products advertising from entrepreneurs on full pages are low in volume unlike advertorials of celebrations, invitations, anti responses from political parties and pressure groups.Furthermore, data showed that the entertainment sector attracted a higher number of advertments at 51% in the two newspapers, above economy, politics and education which had 49% in all.Above all, they integrate indecent contents that manipulate sensibilities of readers and committed entrepreneurs. Hence, newspapers lack financial security and cannot breakeven nor decently meet public expectations. The study recommends that newspapers have to jettison the single product producer business management model and diversify into many options of book publishing, library consultancy, annual lectures and awards, printing and sales of customized dairies, almanacs and calendars to multinational firms.