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Covid-19: How Nigerians used media during the lockdown
Ejiro Obodo
It took less than two weeks of lockdown for major newspapers in Nigeria to reduce the number of pages they publish daily from 48 to 32.
Our research at Caritas Communications had indicated that that would happen. In the first few days of lockdown, we asked Nigerians through an online survey if they were still purchasing newspapers, 91% of respondents said, No.
Reasons adduced for the change ranged from the logistics challenges occasioned by the lock down, to the fear that newspapers could be carrying “more than news.” We note that these fear has largely been allayed as Nigeria gradually emerges from lockdown.
During the lockdown, our research identified discern-able patterns in media consumption. For media and public relations consultants, it is worthy to note that there was a systematic shift from print media consumption to digital/electronic media consumption. (Interestingly, television and radio were very critical in the media consumption mix during the period.)
Not that this pattern is new, but the magnitude of the shift should suggest to media and public relations consultants that there is no going back on the contraction of revenue models built on print advertising.
Drawn from across Nigeria, 98% of those we surveyed are between the 21-45 age bracket and though young, constitute a major part of the media consumption market in the country. It is instructive to note that 84% of them relied on social media platforms (including Twitter, WhatsApp, Facebook and YouTube) for news and updates during the lockdown.
Interestingly, television was the major source of news and information for 61% of those surveyed, while newspapers (in print format) served only 11%. But 30% of them pointed to newspaper websites as their major source of news and updates.
During the lockdown, two things drove respondents to particular media platforms: Ease of access and Brevity. Therefore, while a disproportionate number of respondents pointed to social media platforms like Twitter as source of news and information, what was revealed in the analysis is that the news which was consumed on Twitter and other social media platforms was provided by the same newspapers which millions of Nigerians had marooned.
Sadly, Twitter and other social media platforms were being rewarded, even though they do not have newsrooms in Nigeria.
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Based on the research, radio and word-of-mouth were also deemed veritable sources of news and updates during the lockdown, 28% of respondents, mostly older citizens were tenaciously inclined to radio.
In the period, we observed that there was voracious consumption of television and YouTube. Which is understandable. Social distancing and a compulsory lockdown did not mean that millions of Nigerians stopped craving entertainment, intimacy and fellowship.
Forty-six percent of those survey indicated that they watched more television during the lockdown than before. Twenty-nine percent spent an average of 2-3 hours watching television daily, while 26 percent spent between 3-6 hours watching television daily.
Their content of choice ranged from News (74%), Foreign Movies (42%), Nigerian Movies (38%), Documentaries (28%), Religious programs, Telenovelas, accounted for less viewership and time.
The media, advertisers and public relations consultants must take these changes to heart as many organisations have elected to continue their work-from-home regimes.
Based on the foregoing, it is easy to conclude that there has been a shift in marketing budgets from Above-the-line, print and experiential, to public relations that is entrenched in electronic platforms.
Smart marketers who are interested in meeting upper and middle class consumers quickly will track them online. However, because a large portion of Nigeria’s population is still not sited around the global-digital-camp-fire, radio and television will remain potent platforms to reach millions, especially the older generations.
In the next few months, we expect that working from home will continue in various forms. And because of this, advertising spend will gravitate more towards digital media. Therefore, digital skills will become more imperative for successful public relations consultants and marketers.
Public relations consultancies will be compelled to develop competencies in digital marketing and content creation or risk the consequences of not innovating.
We also expect smart newspapers to broaden their advertising horizons. It is time to broaden the advertising mix on the shelves to include adverts that are only on the PDF versions of newspapers. In other words, a newspaper can print 32 pages (including adverts), but have a PDF version of 36 pages. The extra pages should cater for adverts that are strictly on the PDF version.
With the reality of Covid-19, the media remains a fluid environment. As changes continue to take place, newspapers and content creators should critically consider models that will enable them generate more revenues from their content. Otherwise, social media platforms will in a sense continue to reap bountifully from where they have not sown.
Credit: Ejiro Obodo is manager, Communications Strategy & Research, Esther Abu is Senior Executive, Client Services, they work with PR Consultancy, Caritas Communications
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2024 Veuve Clicquot Bold Woman Award opens for entries in South Africa
Veuve Clicquot Bold Woman Award (Image: Supplied).
Since its inception in 1972, the Veuve Clicquot Bold Woman Award has established the platform as the ultimate accolade highlighting female founders and CEO’s globally. Esteemed for honouring female pioneers who embody the spirit of Madame Clicquot, this award has two categories, the Bold Woman Award and the Bold Future Award, which highlight and give visibility to innovative women around the world. This is the first and longest-running international award of its kind and South African female business leaders and entrepreneurs looking to elevate their businesses and join a community of like-minded trailblazers are invited to enter from 18 March 2024.
Over 52 years, the award has celebrated women who exemplify the same tenacious, enterprising spirit of the Grande Dame of Champagne, Madame Clicquot. Widowed at the age of 27 in 1805, she defied norms and transformed an entire industry – an extraordinary feat during an era when women faced significant limitations, unable even to establish personal bank accounts, let alone independently own or manage businesses. The Bold Woman Award is a powerful tribute to women who share her fearlessness and determination. Open to women in 27 countries, the award has honoured over 450 businesswomen to date. Not only does it applaud their leadership, but also provides laureates with prominence, a powerful platform and access to an inspiring global community.
The award’s impact is invaluable, and these Bold women in turn inspire and motivate future generations of female leaders. The South African edition of the 2023 Bold by Veuve Clicquot Barometer reveals that 72% of aspiring women entrepreneurs are inspired by, and can name, a local female role model. This finding underscores the vital role of the Bold by Veuve Clicquot programme, which sets out to fortify a sustainable future for businesswomen globally through impactful initiatives that inspire mentorship and collaboration. The data for the 2023 Bold by Veuve Clicquot Barometer was collated from over 49,000 women and men surveyed in 25 countries, contributing to a powerful overview of female entrepreneurship globally.
One initiative that sets out to amplify the Bold Programme and fosters global female networking is Veuve Clicquot’s Bold Open Database, a collaborative database catalysing social and economic development. South African women seeking to connect with fellow female entrepreneurs across the globe are invited to register Here.
The women who step into the Bold Woman Award spotlight pay tribute to the legacy of Madame Clicquot and play a vital role in inspiring future generations of female entrepreneurs. South African women who are ready to be recognized for their business achievements are called to enter the 2024 Veuve Clicquot Bold Woman Award.
HOW TO ENTER
To enter the Bold Woman Award, candidates must be founders or CEOs of a company for more than three years, have demonstrated transformation and evolution in their field, and supported growth for at least two years while maintaining an ethical approach to business.
To qualify for the Bold Future Award, candidates must be the founders or CEOs of a company that has been in existence for less than three years. In that time, the candidate must have made a significant contribution to the success of their company by instilling a sense of entrepreneurship and have made a tangible contribution to transformation in an existing market, while bringing ethical change to the company.
Three finalists in each category will be selected by an esteemed jury and will be invited to attend the Bold Woman Award ceremony on 17 July where one laureate in each of the categories will be lauded by a grand jury. The Bold Woman Award winner will travel to Reims, France, for an immersion in the history, tradition, and luxury of Maison Veuve Clicquot.
Entries open on 18 March and close on 30 April 2024. Business leaders and role models who are ready to be recognised for their remarkable success are invited to enter the Veuve Clicquot Bold Woman Award by completing a simple form Here.
Applicants must be an official resident of South Africa and the business must be based in or operating in South Africa. The finalists will be selected by an independent panel of judges.
Press Release
Shelter Afrique CEO Presents Credentials to the Government of Kenya
Shelter Afrique Development Bank (ShafDB) Chief Executive Officer, Thierno Habib Hann, has presented his credentials to Prime Cabinet Secretary of Kenya and Foreign & Diaspora Affairs Minister of Kenya, H.E Dr. Musalia Mudavadi.
In a formal ceremony held at the Prime Cabinet Secretary of Kenya’s office in Nairobi, Mr. Hann conveyed Shelter Afrique Development Bank ‘s commitment to enhancing its collaboration with the Government of Kenya in addressing the pressing challenges of affordable housing and urban development in the country and across Africa.
Mr. Hann highlighted the organization’s commitment to sustaining its impactful efforts in Kenya, particularly in advancing affordable housing programs. Mr. Hann reiterated Shelter Afrique Development Bank ‘s dedication to supporting Kenya’s housing agenda with a particular focus on housing programs that seek to address key thematic areas of climate financing, gender, migrants, refugees, and the diaspora.
“We enjoy a great relationship with the Government of Kenya, being Kenya Shelter Afrique Development Bank ‘s largest shareholder and we are looking forward to scaling up projects that are in line with the visionary economic development agenda – Kenya Vision 2030. We extend our gratitude to the Government of Kenya for their enduring confidence in our institution and for hosting ShafDB’s Headquarters for the last 42 years,” stated Mr. Hann.
He further conveyed Shelter Afrique Development Bank ‘s readiness to collaborate closely with Kenyan authorities in implementing innovative solutions aimed at expediting the provision of quality, affordable housing, and associated infrastructure and urban development across the nation.
Welcoming Mr. Hann and accepting his appointment, Prime Cabinet Secretary Honorable Musalia Mudavadi, commended Shelter Afrique Development Bank for its ongoing transformation and continued commitment to Kenya and further Africa’s development priorities, highlighting the organization’s valuable contributions to the region’s housing sector over the years.
Press Release
AfCFTA Extends Reach To North Africa
The African Continental Free Trade Area (AfCFTA) Secretariat and N Gage Consulting signed a Memorandum of Understanding (MoU) to enhance implementation of the AfCFTA within Africa, with a focus on North Africa and Arabic speaking countries as well as harness the potential of the AfCFTA through targeted outreach towards positive impact in Africa. The MoU was sealed by the AfCFTA Secretary General, H.E. Mr. Wamkele Mene and Mr. Karim Refaat, Chairman of N Gage Consulting and Dr. Sherif Fahmy, CEO.
The was established as an effort to eliminate trade barriers among African countries with the aim of creating a single market size of 1.3 billion people with a combined annual GDP of $3.4 trillion. As the largest free trade area in the world, the AfCFTA is expected to increase intra-African trade and promote regional economic integration of Africa and, as a result, contribute to the sustainable economic and social development of the continent through the creation of employment opportunities and the reduction of poverty.
Pursuant to the MoU, the two parties commit to strengthen cooperation and promote concrete activities in areas of conducting webinars, tailor effective roundtable sessions, public-private dialogues and to develop a series of monthly newsletters to disseminate relevant information through social media platforms with the aim of raising awareness of business and governments on the AfCFTA, its objectives and showcasing AfCFTA’s Guided Trade Initiative and its role in powering trade among members states.
Additionally, the collaboration will facilitate the preparation for the AfCFTA Business Forum and The Intra African Trade Fair (IATF) and the execution of different capacity building programs for the member states in order to leverage the AfCFTA to boost intra-African trade and utilise Public Private Partnership (PPP) projects to support investment in infrastructure.
The MoU is expected to promote the AfCFTA as a trade liberalisation instrument and sustainable development enabler and accelerator as well as enhance intra-African trade as an engine for economic diversification and industrialisation.
As one of the leading companies operating in the area of government relations and public policy in the MENA region, N Gage Consulting is committed to support the AfCFTA and will deploy all the necessary resources to strengthen and expand cooperation with the AfCFTA Secretariat to enhance African trade integration.
In addition to her impressive legal background, Rosemond has cultivated a niche expertise in the tech startup ecosystem. She has consistently provided comprehensive consulting, due diligence, and investor readiness services to numerous companies in the tech sector.