By Raheem Akingbolu
Leadership of the Newspaper Proprietors’ Association of Nigeria (NPAN) has called for collaboration among players in the media industry in order to satisfy the public and grow the business further.
The association also assured advertisers of its determination to further look into the area of research and data to strengthen the industry.
Speaking during a stakeholders’ meeting held in Lagos at the weekend, NPAN President, Mr. Nduka Obaigbena, said mutual understanding had become much more imperative for the growth of the media industry and that collective effort would go a long way to deepen relationship among the stakeholders. The objective of the meeting, which was organised by the Advertisers’ Association of Nigeria (ADVAN), was to deliberate on issues of mutual concern between ADVAN and NPAN.
While assuring ADVAN leadership of his association commitment to growth and development of the industry, Obaigbena said NPAN would continue to give its support to the former to ensure efficient delivery of values to both clients and consumers.
Though he expressed his disappointment on the level of turnout at the meeting, the NPAN president said he was optimistic that a new direction was already in motion, which would ultimately be in favour of all stakeholders concerned.
In his remark, the President of ADVAN, Mr. Kolawole Oyeyemi, who placed much emphasis on values, urged media owners to assist clients in whatever ways possible in delivering values that are commensurate to the level of investment committed to the business; by making available all necessary and verifiable data through all the various channels required.
Reacting to ADVAN’s position on the increase in advertising rate, NPAN president explained that rash economic environment fuelled by the frequent rise in interest rate contributed greatly to the continue rise in the rate.
He however promised that the body would look into the mechanism associated with the increase.
Speaking on the position reached so far by NPAN based on issues of data availability and research, Obaigbena said the association had set things in motion to ensure that corporate organisations get the desired value.
He said: “We understand how valuable data is to the growth of your business and that is why we have decided to put our house in order in a way that we will be able to work with you to create the value you so desired.”
We have set up various committees which will avail all our members to consider all the issues. We recognise that there is an already existing infrastructure; Audit Bureau of Circulation (ABC), which was set up by all sectoral bodies in the media industry.
In view of this, we don’t want to reinvent the wheel but what we intend to do is to continue from there by expanding it to incorporate our budget and media research so that it can be all encompassing”.
According to him, the committee would be expected to work with all the stakeholders to reflect some of the new economic driven thinking in the market such that it will assist in providing comprehensive and targeted information needed to achieve corporate media planning.
Some of the personalities present at the meeting include; the former Governor of Abia State, Orji Uzor Kalu, Managing Director, THISDAY Newspaper, Mr. Eniola Bello; Chairman of The Punch , Mr. Wale Aboderin and The Managing Directors of Leadership, The Punch, The Nation, National Mirror and The Sun Newspaper.
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