Online Media Effects and Coping Strategies Among Newspaper Peddlers in Sumbawanga Municipality- Rukwa Region

This study examined the effects of online media on the well-being of printed newspaper peddlers and the coping strategies they adopt to improve their livelihoods in Sumbawanga Municipality. The study addressed two specific objectives: (1) to determine the socio-economic effects of online media on the well-being of printed newspaper peddlers and (2) to identify the coping strategies adopted by peddlers in response to the rise of online media. Data were collected through interviews, observation and documentary reviews from 108 purposively selected newspaper peddlers at distribution offices. Descriptive statistical methods (thematic analysis, multiple response analysis) and inferential statistical analysis (multiple linear regression) were employed in the analysis. On effects of the online media to the wellbeing of peddlers, the results indicate that newspaper sales (p = 0.025), income status (p = 0.016), job security (p = 0.003), stress and anxiety (p = 0.003), and social isolation (p = 0.001) all yielded p-values less than the conventional threshold of 0.05. This indicates that there is a statistically significant relationship between each of these variables and the overall well-being of newspaper peddlers. To cope with these challenges, peddlers have adopted strategies such as home and office delivery of newspapers, community engagement, business partnerships, and diversification into other printed products like and pre-primary school books. The study concludes that the decline of printed media due to online alternatives has had a notable effect on the socio-economic well-being of newspaper peddlers. To sustain their relevance, newspaper companies are advised to focus on local stories that are less likely to be found online. Additionally, peddlers should strengthen their delivery systems and expand their product range to meet changing consumer needs and remain competitive in the digital age.