…CMs need to review sales strategies
There seems to be a gap between the circulation managers and the market. If not, why won’t copies of different newspapers be supplied directly to agents/vendors covering higher institutions at a VERY reduced price otherwise known as campus price? The copies of newspaper meant for campuses should be stamped: Campus Copy: N80.00. It must be recalled that once a newspaper of N200.00 per copy becomes unsold, the value will be far lesser than that of the campus rate. It is expected that with the heavy premium on each copy sold, the patronage will be impressive.
Findings indicated that newspapers are not being purchased at the expected volume let alone of been read by those that constitute the communities. Readership is a function of income, literacy and population but its pattern among the students and lecturers are highly discouraging. Also, supplies are not done directly to the vendors. Furthermore, the buyers are made up of visitors, academic staff, non academic staff and students and the purchasing ratio is 4:3:2:1. Price has a very prominent role to play in this regards. Besides, how many of these newspapers have “Education Page” and how rich are they? Higher institutions’ Communities are soft targets that need to be cultivated.
Arguably, The Punch started campus sales in the country before other media firms copied the innovationi. At a point, The Nation had a very robust Education Page but all suddenly ceased with the death of the lady in charge of the page. Apparently, the page was built around her and her demise signalled the end!
I was at Obafemi Awolowo University, Ile Ife, Osun state for a research work. I took time to read most of the newspapers online. In fact, I had access to today’s cover page of Daily Independent the previous night.
Having been busy with the research work throughout the night, I observed my Subuhi (early morning prayer) and wasn’t tired, I decided to go to the newsstand that is situated in front of the main gate of the university. I had planned to join the “free readers association” and listened to their commentaries. I got there few minutes before eight in the morning and the vendor had started arranging the newspapers. I refused to move closer in order not to be told “it’s too early to read copies freely; am yet to make any sales”. This made me to watch from a little distance where I parked my car.
I was by the car for almost 2 hours; I observed that people were just passing by without making attempt to either read or buy the newspapers. I moved closer thereafter and engaged Mr Oladele, the vendor in a discussion. He was highly receptive.
We got talking; he lamented the poor sales that are being recorded on a daily basis. He submitted that sales were a little better prior to COVID-19 and when the school was in session. I learned that newspapers sold very well when one of the institutions’ lecturers was involved in sexual abuse of his student. Regrettably, the media houses did not increase the supplies of editions that reported the incident.
He has been in the newspaper business for years. At a point in time, he had two staff working for him but he had to disengage them when the returns on sold copies kept decreasing. He reviewed his business strategies and decided to diversify. Presently, he sells bread and recharge cards (various networks airtime). While our discussion lasted, daily contribution operator came and he gave her two notes of Nigeria higher denomination.
Tribune, The Nation, The Punch, The Guardian, The Sun, Vanguard, Independent and New Telegraph newspapers were conspicuously displayed. Daily Trust, Leadership and Blueprint newspapers were no where to be found. Throughout my stay, three copies of The Punch and one copy of The Nation newspapers were bought. I couldn’t engage the buyers because I was told that they were sent by their masters. Also, they paid the cover price instead of “campus rate”. The total copies of all the newspapers brought to the newsstand were abysmally and ridiculously low.
Contrary to what happens in Lagos and other bigger towns/cities, people were not seen clustering to read the displayed newspapers.
Above scenario is an indication that all is not well in the print media industry because sale of newspapers is declining on a daily basis.
It must be noted that the ability to disseminate information was once restricted to those with print presses or broadcast mechanism, the internet has now enabled thousands of individual commentators to communicate directly others through blogs or instant message services.
In conclusion, universities will remain a fertile market for the sales of newspapers because it will continue to be a useful source for the academics, recreational and information needs of Nigerian Universities Communities. There is a likelihood that provision for periodicals and newspapers are in the higher institutions’ budgets and media managers are expected to interrogate this further.
Abiola Ayankunbi is MD/CEO at AbingMO3 Marketing Management Consultancy.
08023051315
abiolaayankunbi@yahoo.com
