The process of selecting channel members / intermediaries is an ongoing process due to the fact that they tend to leave the channel from time to time, basing on different circumstances: market's changes, problem within their businesses. Thus, the process of choosing intermediaries should be very well managed in order to reduce the cost of identifying them to the minimum. The most important step to be made in order to fulfill the goal is to secure good intermediaries. Distributing a newspaper calls for creation of marketing channels through which it will move from the publishing house to the end-user (the reader). In this study, the researcher set out to assess the effect of channel design on the sales performance of the Daily Monitor Newspaper, a publication of Monitor Publications Limited. Quantitative data was collected from 226 respondents and analyzed to derive the following findings. Channel design, channel administration and channel management technologies were found to positively predict the sales performance of the Daily Monitor Newspaper by 10.5%, 7.6% and 14.7 % respectively. The study revealed that the design of marketing channels for the Daily Monitor Newspaper was generally good, and MPL had acceptable commission policies. Based on the above findings, the study recommends that MPL should devote more resources to channel management and preferably appoint at least one dedicated manager, whose sole responsibility is to manage customer relationships and to develop marketing programs meant to drive revenue through the channel. Dedicating more resources to channel management would enable MPL address issues like gathering or sharing Newspaper industry intelligence information, and organizing trainings for retailers / distributors to improve customer management.