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The study set out to investigate public perception of the image of the Nigerian observer newspaper. Four research objectives were specifically raised to guide the study. The study was anchored on perception Theory. This study adopted the survey method. The sample size of this research study was a total of 100. The sampling technique adopted by the researcher in this study was the purposive sampling technique. A questionnaire was used for the study. The researcher used descriptive statistical tools for analysis. Findings revealed that most respondents have a poor and average rating of the newspaper. It was deduced from the distribution that public image of the paper was largely not good; most respondents are of the view that public perception affects the sales of the Nigerian Observer newspapers (66%), there was no clear cut response on the impact. However, there are more respondents who do not patronise the paper as a result of their perception (53%) and no respondent rated that the Nigerian observer newspaper as very credible. It was concluded that the level of credibility of the Nigerian Observer was low. There was the need to rebrand the Nigerian observer newspaper in order to improve public image among Benin city residents.
