Understanding the Media in Nigeria

Characteristics and Peculiarities

Why Understand the Media?

Dealing with Market Scepticism:

What does Etisalat Nigeria actually stand for? What new thing is Etisalat Nigeria bringing that weve not seen before?

Dealing with Possible Negative spin by competition:

Etisalat Nigeria is an Arab Company Etisalat Nigeria arm twists government, gets Telecoms Licence Etisalat Nigeria is a late comer and a small player

Understanding Stakeholder Dynamics

Adversarial Stakeholders
MTN, GLO, Airtel, etc.

Advocate Stakeholders
Investors, Staff, Vendors,

Apathetic Stakeholders
General Public

Dormant Stakeholders
Consumer Groups and Telecoms / Tech Bodies and Associations

The Media represents a court for resolving issues in the Public domain Every stakeholder that impacts your business has access to the media

Media in Nigeria
Print National: Wide readership/circulation Analytical content/high print quality Credible/Pervasive influence Internet presence Newspaper The Guardian; Thisday; The Punch; Vanguard Financial Standard; BusinessDay; Daily Sun Magazines Tell, TheNEWS, Newswatch, IT & Telecom Digest, ITWorld Intl, Technology Times; M2; Broadcast TV: National Coverage/Cable NTA (HQ); AIT; Channels TV; Silverbird Radio: National Coverage Radio Nigeria ; Raypower; Rhythm NEWS-SITES, SOCIAL MEDIA AND THE BLOGOSPHERE Sahara Reporter Eudora News Online Nigeria Facebook Nairaland Bella Naija Linda Ekeji, etc Regional Appeal : Regional Centres TV : NTA (States) ; State & Private TV Stations Radio Radio Nigeria (States) ; State & Private radio stations

Regional Appeal: Readership/influence not as broad as National media Largely regional presence/appeal Newspaper Daily Champion (East); Nigerian Tribune (West); Daily Trust (North); The Nation; Daily Independent; Business World, The Nation

Understanding the Media in Nigeria

Print: vibrant but highly fragmented, with two major hubs: Lagos/Ibadan southern axis Kaduna/Abuja northern axis Radio is a strong medium across the entire country, and has stronger impact and credibility in the North Television is largely available in the urban areas, but: Penetration is hampered by poor infrastructure such as frequent power outages The Internet is an evolving media, with several newspapers maintaining online editions All major international wire services operate in Nigeria

Segmenting the Media

The media operates at varying levels of interests as there are various kinds of individuals, belonging to different professions, sharing different social or religious views and opinions and engaging in different kinds of past times.
The strategy starts with an understanding of your organization's position in all of the disparate interests that are available within your industry and social setting.

Media Segments in Nigeria

Types General Interest Newspapers National Regional Business Magazines News Magazines Soft Sells Gender Based Professional Journals Religious Journals Educational Journals

Beats
News Politics Metro Style Sport Business Banking Capital Market Insurance Aviation Information Technology Energy Brands and Marketing

Characteristics of the Nigerian Journalist

Well-informed on policy and economic issues

Poorly trained in the area of objectivity in reporting

Does not have enough facility to work with Poorly remunerated Sometimes depends on key target of his / her beat for sustenance and capacity building Vibrant and resilient

In Nigeria, the influence of Reporters is hinged on not so much on the years theyve been reporting a particular beat or their expertise, but on the level of influence of their respective media

Peculiarities of the Media in Nigeria

Herd Reporting
Most reporters belong to cartels/beat associations, hence the prevalent practice of syndicated stories
These journalists usually have vice-like grips over their pages/beats and often needs to be appeased to prevent them from being a part of plots to gang rape a brand

Advertising Vs Editorial Coverage

Every media organisation believes it must enjoy advert patronage from all business organisations Where this is not forthcoming, some retaliate by taking adversarial stance against the business

Oftentimes, advertising patronage does not guarantee good editorial coverage because of sloppy relationship between the Editorial and Advertising Departments of media houses

Commercial News on Television & Radio

All TV and radio stations run a commercial news policy, with coverage paid for at rate card or negotiated value
Stations are constrained to use news of business events attended by government bigwigs but the broadcasts focus on government policy, with scant attention to the companys interest

TV Interviews, Features, Talk Shows

All TV stations on a national and regional basis have interesting opportunities for in-programme features, talk show appearances and interviews Again, because many of these are packaged with a revenue generating objective, you have to pay to be able to get unto them The exception to the rule is if the invitation to appear is at the instance of the programme producer or there is an issue of great public interest

Photograph and Photo Policy

Different policies guide use of photographs on cover and inside pages of print media Photos may be paid for depending on situation Product photographs may not be used to illustrate cover stories Media houses keep databases of photographs the most notable people under different situations

The issue of photo as story versus photo as advert

Thank you