Nigeria's newspapers seek audit of readership tastes

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The Newspaper Proprietors’ Association of Nigeria(NPAN), as part of measures to add value to its offerings, is to commission a reputable international audit firm to conduct an audience and readership survey of newspapers published in the country.

Mr. Nduka Obaigbena, President of the association who said this in Lagos yesterday at the continued engagement with sectoral groups in the marketing communication industry tagged “The 2012 Advert Summit” , said the exercise will analyse and collate values delivered by the constituent members of the association.

He spoke against the background of the demand by media buyers for data on segmentation and readership profile of newspapers in the country and the insistence of the print industry that the figures being bandied by agencies as authentic, do not reflect realities in the market place as they affect the industry.

The event which was hosted by Vanguard newspapers and drew the top echelon of the advertising and newspaper industry, was held at Protea Hotel , Ikeja GRAm and was attended by publishers, Managing Directors, Editors, Marketing managers and and Presidents of the sectoral groups in the marketing communication industry.

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Mr. Obaigbena, described the print as a media of choice in marketing communication since it is trusted , had historically identified and still identifying with the masses, it is in permanent form adding that newpapering is not just a business but an article of faith and an unwritten constitution of Nigeria.

Present were the President of the Advertisers Association of Nigeria, Mr. Kola Oyeyemi, the Deputy President of the Advertising Agencies of Nigeria, Mrs Bunmi Oke , who stood in for the President of the Association, Immediate Past president of AAAN, Mr. Funmi Onabolu, Messers Lanre Fasehun and Eki Adzufeh of Media Independent Association of Nigeria(MIPAN)
On the print side were the publisher of the Vanguard, Mr Sam Amuka, Mr. Frank Aigbogun, publisher of Businessday, Mr. Ray Ekpu, Past President of NPAN ,Mr.Aliu Akoshile who represented Mal Kabiru Yusuf, Chairman of Daily Trust and Deputy President of NPAN, Mr .Sam Adesua, Managing Director of African Newspapers(publishers of Tribune),Mr. Azubuike Ishekwene, Managing Director of Leadership Newspapers, Mr Tony Onyima of The Sun Newspapers, Mr. Victor Ifijeh, Managing Director of the Nation newspapers.Mr. Aliyu M. Aliyu, Managing Director of Peoples Daily, Mr. Ikpe Abang, publisher of IT and Telecoms Digest, and James Akpandem, M.D of Daily Independent.

Mr Kola Oyeyemi, the ADVAN President, described advertising as a game of value and value perception adding that if value is not effectively valued, communicated or well defined, it creates a gulf and that this was why data from the media side is very important and very strategic for any successful media campaign. He tasked the media to come up with necessary data to further enhance business on both sides.
Mrs Bunmi Oke who stood for Mr. Rufai Ladipo, the AAAN President, said it was imperative to change the dynamics of how agencies and the print media do business adding that she was happy to see some positive changes and urged both sides to continue.