Nigerian media practitioners under aegis of Celebrity Journal Publishers Association of Nigeria (CJPAN) has called on government agencies, financial institutions and corporate organisations to engage directly with media organisations, alleging that consultants and middlemen are increasingly limiting publishers’ access to advertising and media support budgets.
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The association made the call in a statement by its President, Comrade Funmi Olowosegun, who expressed concern over what he described as the growing exploitation and marginalisation of Nigerian media organisations.
Olowosegun appealed to journalists and media owners to remain calm, assuring them that the association would engage relevant stakeholders to address the issue.
He said consultants, originally engaged to provide communication and reputation management services, had gradually assumed the role of gatekeepers, controlling access to advertising opportunities and media partnerships.
According to him, the development has contributed to the financial challenges facing many media organisations.
“The Nigerian media has over the years served as a bridge between institutions and the public by promoting businesses, reporting government policies and strengthening democratic accountability.
“However, many media organisations are now struggling financially because consultants and middlemen have positioned themselves between corporate organisations and publishers,” he said.
The association noted that the cost of advertorials and media placements had declined significantly despite rising operational expenses.
It recalled that advertorial placements in established media organisations previously attracted fees of no less than N350,000, but alleged that some organisations now provide annual media support ranging from N20,000 to N45,000.
According to CJPAN, such amounts are inadequate considering the rising costs of salaries, diesel, office rent, internet services, digital infrastructure and content production.
The association, however, commended some corporate organisations for adopting more sustainable media partnership models.
It cited the example of a financial institution that provides structured six-monthly support of N500,000 to journalists, amounting to N1 million annually.
CJPAN also expressed concern over the increasing expectation that media organisations should publish multiple press releases free of charge.
It said although many publishers continued to do so to maintain relationships with organisations, they still bore the costs of editing, design, hosting, distribution and promotion.
The association warned that the trend could weaken journalism by limiting the capacity of media organisations to invest in technology, pay staff and undertake investigative reporting.
It argued that financially distressed media organisations and journalists could become more vulnerable to unethical practices.
“When journalism is driven by survival rather than ethics, everybody loses—the institution, the media and the public,” it said.
CJPAN urged government ministries, departments and agencies, banks, telecommunications companies, multinational corporations and other organisations to adopt transparent and direct engagement with media organisations.
It said such an approach would improve accountability, strengthen partnerships and promote a more sustainable media ecosystem.
The association also urged media owners to strengthen their operations by providing credible audience data, demonstrating value and maintaining professional standards.
It maintained that media organisations were seeking genuine partnerships rather than charity.
“The Nigerian media helped build many of the brands we celebrate today. We cannot continue to be treated as an afterthought,” the association stated.
