Strategic Management of Yoruba Language Newspapers in a Digital Media Environment: Case Studies from South West Nigeria

Yoruba language newspapers represent a critical but financially precarious segment of Nigeria's print media landscape, increasingly challenged by the dominance of digital platforms and English-medium online content. This study examines strategic management approaches adopted by Yoruba language newspapers in South West Nigeria within the context of the digital media transition. Using a multiple case study design, data were collected from managing editors, business managers, and circulation officers at three Yoruba-language newspapers, including Alaroye and Isola Orunmila publications, through in-depth interviews and financial performance review. The study applies strategic management theory, specifically Porter's competitive strategy framework and media economics, to analyse how Yoruba newspapers position themselves in a competitive digital environment. Existing literature on African indigenous language media management has focused on policy advocacy, with business strategy and organisational management of Yoruba-language print media receiving limited scholarly attention. This study fills that professional management gap. The research examines revenue diversification strategies, digital adaptation efforts, editorial positioning, and community engagement models employed by surviving Yoruba-language newspapers. Findings are expected to reveal that financially sustainable publications have successfully combined print subscription revenue with digital editions and community event sponsorship, while struggling publications have remained dependent on single revenue streams. Recommendations will address a strategic management toolkit for indigenous language newspaper sustainability applicable to Yoruba print media organisations. Keywords: strategic management, Yoruba newspapers, digital media, media economics, South West Nigeria.