The main purpose of this research study is to investigate the information-seeking behavior of Allama Iqbal Open University (AIOU) administrators in Pakistan. Information is obtained by using a wide variety of informal and formal sources, human sources, Internet as well as print media. The present study found that AIOU administrators are more interested in reading news that relate to politics, economics, city news, job hunting, sports, and entertainment and that they read items that were in mediums other than the newspaper. It is understood that information needs arise when an individual finds himself in a problem situation, when he or she no longer can manage with the knowledge that he or she possess. We, individually and collectively, "repeatedly find ourselves in situations where information is needed, gathered, sought, organized, retrieved, processed, evaluated, and used." Many consumers read newspapers as part of their daily routine. Thus, media receivers want to use the information in some way or to obtain satisfactions that they anticipate. For the present study, a questionnaire for data collection was used and was distributed to each of the administrative offices by the researcher. The questionnaire asked: (1) What types of information do administrators seek? (2) For which purpose and priority do they read the newspaper? (3) What problems do they encounter while seeking information? Findings suggest that the AIOU administrators do not plan ahead about why they read the newspaper. They simply picked up a newspaper and started skimming without giving any priority to any kinds of news. The information they gathered appeared to be mainly used for preparing political issues, personal knowledge, and less for preparing personality profiles. This finding was expected because a limited amount of items mentioned in the latter group are actually needed and are written by a limited number of individuals. Less than fifty percent of the respondents have had some sort of training in information searching skills. Findings from this study point to a number of areas needing improvement, and four core recommendations are presented.