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THERE WILL BE INK - Initiative for Policy Dialogue

THERE WILL BE INK - Initiative for Policy Dialogue

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Even in cases where working journalists are able to attend new media training sessions, theysometimes cannot use newly acquired skills because their newsroom’s equipment is not up to date. 41Insufficient salaries and resources are partially due to media companies’ low revenues. A mediaconsultant said that twenty years ago newspaper circulation was ten times what it is today.(Publications we asked were not <strong>for</strong>thcoming with their circulation figures, however.) The SundayTimes printed more than 450,000 copies in 1974, the consultant said. Despite Nigeria’s populationgrowth over the past two decades, he doubts newspapers today print as many as 100,000 copies. Heestimated that The Guardian, one of Nigeria’s most respected papers, sells 20,000 copies a day. Partof the reason <strong>for</strong> the decrease in newspaper consumption is that Nigerians have gotten poorerdespite the country’s increased revenues. The 1980s economic crisis caused a middle-class collapse,leading to high income-inequality 42 .The low readership can put pressure on newspapers to be more sensationalistic. Nigerian tabloidshave the highest circulation, one journalist said. A business reporter at a well-respected paper saidthat most papers in Nigeria think they can only sell issues with “screaming headlines.” Journalistsneed to be trained to be truthful and not exaggerate in<strong>for</strong>mation, he said 43 .The global economic downturn has also affected Nigerian advertising revenues. Anikulapo of TheGuardian said that his paper’s Tuesday issue is its most popular edition, because it features job ads. Inthe past, the issue has run at about 120 pages because of heavy advertising. But on the Tuesday ofour interview, the paper had just 96 pages because of a major contraction in advertising, whichAnikulapo attributed to the bad business environment.Limited financial resources mean that newspapers cannot fund investigative stories. Pointing to anaward-winning investigative CNN Africa report on the diamond trade, one business journalist saidthat a local reporter would never have the financial capacity to do such a story. 44Advertising InfluenceThe financial obstacles to Nigerian media make them particularly susceptible to pressures fromadvertisers. Businesses frequently use their leverage as advertisers in newspapers to promote positivecoverage. Willingness to manipulate the media is not business’s only reason <strong>for</strong> this – Nigeria’sjudicial system is cumbersome, and it is too time-consuming and costly <strong>for</strong> companies to challengefalse reports in the courts, so they try to head off damaging in<strong>for</strong>mation at the source. (Not allinterviewees would say that their publications bow to advertising pressure, but the perception thatsuch pressure exists is widespread.)Some journalists said that editors censored articles that could threaten their advertising revenue. 45One journalist said she could not publish a story related to a plane accident that killed hundreds ofpeople because the airline company contributed to her television station’s ad revenue. The censoredstory was about an activist who was murdered while investigating the story under circumstances thatthe journalist thought were related to the investigation. The journalist said that her station did notallow her to report a follow-up story. 4641 Nigerian Interviewee #11. 2009. Interview by Ben Colmery and Adriana Diaz. Lagos, Nigeria, January42 Nigerian Interviewee #2. 2009. Interview by Ben Colmery and Adriana Diaz. Lagos, Nigeria, January43 Nigerian Interviewee #1. 2009. Interview by Ben Colmery and Adriana Diaz. Lagos, Nigeria, January44 Nigerian Interviewee #12. 2009. Interview by Adriana Diaz. Lagos, Nigeria, January45 Nigerian Interviewee #4. 2009. Interview by Ben Colmery. Lagos, Nigeria, January46 Nigerian Interviewee #1. 2009. Interview by Ben Colmery. Lagos, Nigeria, January– 17 –

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