Coverage of Small-Scale Trade Issues by Print Media in Zambia: The Case of the Daily Nation

: The topic of this research paper is coverage of small-scale trade issues by print media in Zambia: The Case of the Daily Nation. This study aimed at determining the coverage of small-scale trade issues in the Daily Nation Newspaper in Lusaka of Zambia. Furthermore, the study examined the amount of space given to the report on the small-scale trade issues, the importance of the issues and how stories about the small-scale trade issues were framed in the newspapers. The study used content analytical and cross-sectional study design and data was collected using questionnaires and a key informant interview guide. The researchers used random and purposive sampling of respondents. The data was analysed both qualitatively and quantitatively. Results show that most stories on small scale trade issues appeared only 3 to 5 times in the study newspapers. The newspaper did not provide more space for the small-scale traders as most reports were with large font size with about 75 percent while only a few had the least large font size stories with 25 percent. The study concluded that the small-scale trade issues were not given adequate coverage during the period of study. The paper recommends that Zambian print media should consider small scale trade issues weighty enough for prominent, positive and frequent coverage to ensure its growth and promotion in Zambia.