It is a quarter of a century now since Zambia's vernacular provincial press was established by the government. In this pilot study, the researchers have looked at one of the newspapers and concluded that it is ineffective content-wide and circulation-wise. The authors recommend that the Zambian government should take a fresh look at the newspaper, and perhaps at the other five as well, to ensure that what is published is really about and for rural people and that copies of every issue are made available to them.
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