By Abiola Ayankunbi
Media organisations are basically set up to inform, educate and entertain the reading public. However, all these must be done profitably without impugning on the professional ethics. Right from the time immemorial, sources of income available to media firms are sales through copies (newspapers) and spaces (adverts). This is besides subscription and supplimentary.
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Of late, apparently due to dwindling of income, virtually all the notable ones, print or digital, save The Punch are now involved in giving awards to “deserving” individuals and companies on a yearly basis. Although, mismanagement on the part of some media managers cannot be exonerated but the effect of COVID-19 was more than devastation on the media operations.
The present problem is that, the cash flow is very low. In management, when this happens, the first thing to do is to examine the product (newspaper) that is being offered to the reading market. It has to be established whether it meets the expectations of the readers or not. Are there still readers of hard copies and where are they located? Many questions! In other words, if the resources are not there to fund their operations, the media managers should review their operations especially the marketing mix: product (newspaper), price, place (distribution) and promotion.
This can only be achieved through a thorough marketing research. Regrettably, many newspaper houses in Nigeria do not like to commission any research about their contents, quality and marketing operations, rather, they delve on intuitions. It is vital at the outset, to be very clear what information is needed and for what purpose. Once the newspaper gets it right, readers will buy it and the reach in terms of circulation will command the much needed advertising revenue.
There are serious business implications in this matter. Media houses thrive on readership especially when fuelled by objectivity and credibility. Without it, public trust and confidence could be eroded and once that is gone, media houses lose their readership and audience. Without the readership and the audience, then, it is the requiem for such media houses and influx of advert revenue would be adversely affected. This will eventually lead into perennial financial crisis that will debar the company from meeting its obligations.
Instead of the media managers to review their operations and device how to improve on revenue generation, they have discovered that giving of awards is the short cut to secure a financial freedom. How can someone be rewarded for using the tax payers’ money to construct roads, build schools, hospitals, etc?
Most Nigerian media are just celebrating mediocrity and press epitomizes that without interrogation. Naked partisanship that encourages unbalanced reporting to a very high pedestal has become the order of the day.
It is clear that most journalists write for the consumption of those in power. They should not just be reporting budget presentation but engaging in budget analyzing, monitoring and critiquing what is being put to the public,
There is nothing wrong in recognizing efforts of those that have impacted peoples’ lives positively but those that constitute the awardees are those who should be held accountable in their chosen careers. Awards can be giving but must be based on verifiable criterions. It should be based on “fail in one, fail in all”.
There have been instances of thrown in awards for effect. For example, Imam Abdullahi Abubakar in Jos saved over two hundred Beron Christians (in 2018) in his mosque and house, from being killed by Islamic fundamentalists. Another example is that of Joseph Blankson, a Rivers state indigene, he died after rescuing 13 persons; he tragically drowned while trying to rescue the 14th person from the capsized boat in August 2018. Another example is that of Colonel Dahiru Bako who died from injuries sustained when his team encountered a prolonged ambush laid by Boko Haram splinter faction recognized as the Islamic State West Africa Province (ISWAP).
Some of the awardees know themselves that they do not deserved to be celebrated. Nuhu Ribadu, The Sun man of the year award in 2001 lambasted the proliferation of awards by various groups who conferred such awards on just any caliber of persons, thus making mockery of the concept of recognitions and awards.
Modus-operandis of the awards leaves sour taste in the mouth. The awardees, majorly the politicians are always coerced to part away with cash in return for the awards. In the nomination letters, they are asked to sponsor the venue, food, drinks, live airing of the event, buying of tables of N1m, N2.5m, N5m or N10m.
How do you hold authorities accountable when you yourself can be bought? Whereas, section 38 of the constitution says it is the duty of the media to hold government accountable. Regrettably, many wrongdoings by the media are hardly interrogated by the media
Professional organizations like Newspapers Proprietors Association of Nigeria (NPAN), Nigerian Union of Journalists (NUJ), Nigerian Guild of Editors (NGE), etc can do little or nothing because they run to these awardees for sponsorship and assistance of whatever kind at the slightest of any opportunity. Check dues would have come handy in solving some of these challenges.
The Punch remains the only newspaper that has written editorials on this matter; It has written three of such. The first one was on February 9, 2006 and it was titled: Tainted Awards by the Nigerian Union of Journalists (NUJ). The next one was on November 1, 2021; it was captioned: Lai Mohammed on target over dubious media awards while the last one was on October 25, 2022; it was titled Awards: Question of credibility and accountability.
In conclusion, new business model should be designed and cease further mockery of profession by awarding awards to undeserving individuals and corporate organizations. Some of the media managers need refresher courses as they were hardly prepared/trained/equipped for the occupation of such exalted positions.
Finally, these awards are yet to have positive impacts on the concerned media firms’ finances as they remain on life support machines, financially. Realized amount are not being used judiciously. Article on this will be written in no distant time.
Abiola Ayankunbi is MD/CEO at AbingMO3 Marketing Management Consultancy.
0802 305 1315.
abiolaayankunbi@yahoo.com
