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.
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
TuneCore Launches Operations in Africa, Appoints Two Female Regional Executives
TuneCore Jade Leaf and Chioma Onuchukwu
TuneCore, the leading digital music distribution and publishing administration company for independent artists, has launched operations in Africa. Jade Leaf has been hired as Head of TuneCore for Southern Africa and will share responsibility for key countries in East Africa with Chioma Onuchukwu, who has been hired as Head of TuneCore for West Africa. Both Leaf and Onuchukwu will report to Faryal Khan-Thompson, Vice President, International, TuneCore.
Onuchukwu will be based in Nigeria and oversee countries in West Africa including Nigeria, Ghana, Liberia, Sierra Leone and The Gambia. She will also look after Tanzania and Ethiopia in East Africa. Leaf’s territory encompasses Southern Africa, including South Africa, where she will be based, as well as Namibia, Botswana, Zimbabwe, Zambia, Malawi and Lesotho. Leaf will also manage TuneCore operations in East African countries Kenya and Uganda.
Said Onuchukwu, “I am elated to be joining a renowned, independent music distribution powerhouse, especially in an incredible era for music creators in Africa at a time when we are gaining global recognition and increasing momentum. I look forward to collaborating with and supporting local artists.”
Before joining TuneCore, Onuchukwu was Marketing Manager at uduX Music, a music streaming platform in Nigeria. There she worked directly with popular African artists such as Davido, Yemi Alade, Patoranking, Kizz Daniel and more.
Commented Leaf, “I am incredibly excited to join the team in a time where the global conversation is around independence and ownership. TuneCore opens up a world of potential for independent artists at every level of their careers. Africa is home to a diverse range of artists who are seeking a reliable distribution service who understands their local needs and can ultimately give them the opportunity to turn their art into commercial success.”
Previously, Leaf worked at Africa’s largest Pay TV operator, Multichoice as the Marketing Manager for Youth & Music Channels, where she led brand re-imaging and marketing efforts for Music TV giant Channel O. Before that, she worked at Sony Music Entertainment Africa, focusing on African artists and content, as well as numerous marketing campaigns & projects for local and international artists.
There has been a meteoric rise in the uptake of streaming services in Africa, the growth has been attributed to several factors such as an increase in internet penetration via smartphones, the entrance of international and local streaming platforms in key territories and its youth population – More than 60% of African’s are under the age of 25.
In 2020, TuneCore saw an increase in music releases globally, with many African artists opting to use the DIY Distributor – DJ Spinall and Small Doctor in Nigeria, Spoegwolf in South Africa, Mpho Sebina in Botswana and Fena Gitu in Kenya to name a few.
Stated Khan-Thompson, “Africa is an extremely exciting music market with a lot of potential for growth. By hiring Jade and Chioma to lead our efforts, TuneCore is well positioned to maximize opportunities for independent artists across the continent. Both Chioma and Jade bring a wealth of experience and genuine interest in helping artists make their dreams come true. I couldn’t be more thrilled to have two incredible women representing the TuneCore brand in the continent”
IFC Invest in Liquid Telecom Bond to Support Broadband Connectivity in Africa
IFC, a member of the World Bank Group, invested in Thursday’s bond issued by a subsidiary of Liquid Telecommunications Holdings Ltd., which will allow the telecoms and technology solutions company to expand access to broadband Internet and digital and cloud services across Africa, further facilitating the growth of the continent’s digital economy.
Proceeds from the bond issued by Liquid Telecommunications Financing PLC, a wholly-owned subsidiary of Liquid Telecommunications Holdings Ltd, will enable the company to refinance existing debt and free up funds to expand its digital infrastructure network across Africa, including in markets with low broadband penetration.
By developing digital infrastructure, Liquid Telecommunications, Africa’s largest independent fiber, data center and cloud technology provider, aims to increase digital connectivity and inclusion in Africa and support the region’s growing digital ecosystem.
IFC played an anchor role and subscribed to 16 percent of the bond, equivalent to $100 million, which was listed on Euronext Dublin, Ireland’s main stock exchange, on February 25, 2021. The issuance raised $620 million.
Internet access in Africa relies largely on mobile networks, many of which are enabled by wholesale connectivity providers such as Liquid Telecommunications. Broadband penetration is low across the continent, with a mobile broadband penetration rate of 34 percent and fixed broadband penetration of less than five percent in most countries across sub-Saharan Africa, excluding South Africa.
“We are delighted that IFC has taken a significant anchor position in our new bond. In the countries in which we operate there are great opportunities to address under developed telecommunications and Internet access, as well as to accelerate the adoption of digital and Cloud-based services. Our refinance enables us to continue to invest in the African digital eco-system including driving penetration of digital and Cloud-based services to businesses who may not previously have had the resources to benefit from them, helping to bridge the connectivity divide, which is more crucial than ever in our current circumstances,” said Nic Rudnick, Liquid Telecom Group Chief Executive Officer.
“Our best chance at ensuring much-needed internet access for everyone in Africa, from large corporates and small businesses to individuals, is to invest in digital infrastructure. Our investment in the Liquid Telecom bond will help the company free up capital to further expand broadband access across Africa, laying a solid foundation for a faster, more resilient recovery,” said Stephanie von Friedeburg, Interim Managing Director and Executive Vice President, and Chief Operating Officer of IFC.
To support Africa’s digital economy, which could be worth $180 billion by 2025, IFC provides financing to mobile network operators, independent tower operators, data centers and broadband connectivity providers. IFC also provides capital to help entrepreneurs and innovative businesses grow and works with financial institutions and telecommunications companies to speed the adoption of digital payments and lending to expand financial inclusion.
Diaspora investments: A must for the development of Africa
Image Source: rupixen.com
It has been three years since his Excellency president Nana Akufo-Addo of Ghana shared some controversial thoughts on Africa’s dependence on aid or support from Europe in a decades long effort to develop the continent.
He was applauded for his bold statement and stance, but many (especially people from the Ghanaian diaspora) thought they were only words. Words they had heard many times before, but without plans or actions backing them. This might be true from their perspective, yet for the current generation of descendants from those who have been sold into slavery, it was good to hear an African leader show some backbone.
“We can no longer continue to make policy for ourselves, in our country, in our region, in our continent based on whatever support that the western world or France, or the European Union can give us. It will not work. It has not worked, and it will not work”.
The Diaspora Is Linked To The Strength of Africa
President Nana Akufo-Addo’s views on European aid are commendable, even if we debate how much he will be able to back up his words with actions.
“The place of the Diaspora, the status of the people in the diaspora, of the African diaspora, is intimately linked with what happens on the continent. An Africa strong and performing, transforms your position, your status here in Europe”.
He was addressing diaspora members in France, but he could have been addressing all people of African descent worldwide. The fact is that his ability to back his words, not exclusively but to an important extent, is contingent on the support he as an African leader receives from the African diaspora.
Remittance Coming From The African Diaspora
As a member from the African diaspora, one might ask: “Are we not supporting enough?”
Ishmeal Lamptey (Source: unsplash.com)
According to the World Bank Sub Saharan Africa received an estimated 48 billion US dollars in remittance funds from the African diaspora in 2019.
A study by Comstock, Iannone, Bhatia published in March 2009 (yes, the phenomenon has been studied for some time now) shows most funds are spend on costs of sustenance (29%), medical costs (16%) and education (12%).
When looking at the order of precedence these costs take in relation to each other, we see that unforeseen costs come first, second are medical costs and the last are for education. This underlines what we all know. The fact that there is often a sense of emergency to these transfers.
The Need To Move From Remittance To Investment In Africa
So, to answer the question of the diaspora, if it is not doing enough…well no. Harsh isn’t it? The fact of the matter is that the remittance funds are our own version of aid to the continent. It is keeping our people our family from dying but it’s not helping with any development.
We, the African diaspora, need to make the transition from remittance to investment. Remittance will always be part of the financial flows, but when seen in relation with Foreign Direct Investments (FDI) from the diaspora, they shouldn’t dominate as they do at present.
Following the content of a few independent journalists, there is now ample proof that at least some in the diaspora are not only willing, but able to move to the continent and start new businesses. But this group is a very small minority. The vast majority will not be able to follow suit and we should not want them to.
The revenues of the use of their human capital is needed to generate the investment flows Africa needs. The challenge Sub Saharan Africa faces is that of aggregation of available funds originating from the diaspora. The funds are clearly there, the industries which need them for we’ve identified, but now we need to create a robust infrastructure to aggregate and get them to their destination.
Like we pointed out in our previous article about thinking sufficiently big; while we keep our eyes on the end goal, we might need to start building one stone at a time. From individual projects, to industries, to the whole economy.
When doing so, we need to keep in mind that Africa is a unique environment. The common instruments of capital allocation used in the world should certainly be our starting point, but not limit our imagination when pooling the diaspora funds and channeling them into the continent.
As we have admonished a few times now; Africa should think BIG. And that also applies to its diaspora. In the coming articles we will continue exploring the idea of “thinking big” in the African context. So please make sure to subscribe to our Newsletter. We invite you to share your thoughts with us on the matter and get a discussion going with us and our other readers.
Article By: Jerrol Cambiel, Chief Executive EU Operations Debnoch Capital
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