Journalists and media owners under the aegis of the Celebrity Journal Publishers Association of Nigeria (CJPAN) have raised the alarm over what they described as the growing exploitation and marginalisation of Nigerian media organisations by consultants and middlemen.
The association alleged that consultants engaged by government agencies, banks, multinational corporations and other institutions had increasingly positioned themselves as gatekeepers between corporate organisations and media owners, thereby denying publishers direct access to advertising and media support budgets.
The President of CJPAN, Comrade Funmi Olowosegun, who spoke on the development, appealed for calm among journalists and media owners, while assuring members that the association was prepared to engage relevant institutions and stakeholders to address the situation.
For decades, the Nigerian media has played a crucial role as a bridge between institutions and the people by reporting government policies, promoting businesses, shaping public discourse and holding public officials accountable.
However, media owners contend that the industry is currently facing a serious financial crisis, not necessarily because of censorship, but due to what they described as a system that has reduced many media practitioners to “beggars” in their own profession.
According to them, consultants and middlemen who were originally engaged to facilitate communication and manage corporate reputation have gradually become powerful gatekeepers controlling access to institutions and determining which media organisations receive financial support.
They lamented that the development had significantly devalued media services, with the cost of advertorials and media placements allegedly falling far below the operational realities of running a modern media organisation.
“There was a time when the benchmark for a single advertorial insertion in a credible media house was not less than N350,000. That fee covered newsroom operations, editorial integrity, distribution and the trust that comes with a recognised media brand,” the association said.
It added that some institutions now provide media support of between N20,000 and N45,000 annually, amounts which media owners described as grossly inadequate in the face of rising operational costs.
The association, however, acknowledged that some institutions had adopted more responsible approaches to media partnerships.
It cited the example of a bank which provides structured six-monthly support of N500,000 to journalists, amounting to N1 million annually, describing the initiative as an example of a more sustainable and respectful corporate-media partnership.
According to CJPAN, while some organisations provide substantial financial support to selected media owners and journalists, others offer between N150,000 and N500,000 once a year, while some provide gift vouchers worth between N10,000 and N100,000 as “appreciation” for a full year of media coverage.
Media owners argue that such gestures cannot adequately sustain media organisations operating in an economy characterised by high costs of diesel, salaries, office rent, digital infrastructure, internet services, equipment and distribution.
They also complained about the increasing practice of sending multiple press releases daily to digital media platforms with the expectation that such materials should be published immediately and free of charge.
According to them, while media houses often publish the releases in order to maintain relationships with institutions, they bear the cost of editing, design, bandwidth, hosting, distribution and promotion.
The association said the situation had left several media owners struggling to pay staff salaries, maintain offices, invest in technology and conduct investigative journalism.
It further alleged that access to corporate institutions was often determined by consultants and middlemen rather than the reach, credibility or professional capacity of media organisations.
“This is not support. This is exploitation. It is downgrading Nigerian journalism to the highest order,” the association stated.
CJPAN argued that consultants and middlemen should focus primarily on crisis communication, reputation management and handling negative publicity, rather than controlling advertising budgets and financial support intended for media owners.
According to the association, the current system has created a “toll gate” between institutions and the media, with consultants allegedly taking substantial portions of media budgets before the funds reach the actual platforms that publish and distribute corporate messages.
It warned that the situation could have serious consequences for journalism and corporate reputation, noting that no institution was completely free from crisis or negative publicity.
The association said many media owners were often reluctant to publish negative reports about institutions that provide them with limited financial support, while financially distressed journalists could become vulnerable to unethical practices.
“When journalism is driven by survival rather than ethics, everybody loses—the institution, the media and the public,” it warned.
The association called on government ministries, departments and agencies, banks, telecommunications companies, multinational corporations and other corporate organisations to return to direct engagement with media owners.
It said direct engagement would promote transparency, accountability, better value, faster communication, stronger brand credibility and a more sustainable media ecosystem.
According to the association, institutions that deal directly with media houses would have better knowledge of where their money goes, while media organisations would be able to offer customised packages covering print, online, radio, television and social media platforms.
It also stressed that a financially healthy media industry would enable media houses to pay staff better, invest in technology and produce quality journalism, thereby contributing to a better-informed society and stronger business environment.
The association maintained that media owners were not asking for charity but for genuine partnership.
It urged corporate organisations to set media budgets that reflect current economic realities, publish transparent criteria for media engagement and eliminate unnecessary bottlenecks created by consultants and middlemen.
At the same time, CJPAN challenged media owners and journalists to professionalise their operations, provide accurate audience data, demonstrate impact and develop clear value propositions for prospective partners.
“The Nigerian media helped build the brands we celebrate today. We helped shape public opinion, drive commerce, influence policy and defend democracy. We cannot continue to be treated as an afterthought,” the association said.
The association also urged its members to remain calm and avoid actions that could undermine the credibility of the profession, even as it prepares to engage relevant stakeholders on the matter.
CJPAN declared that the time had come to end what it described as the “begging bowl” culture in the Nigerian media and restore dignity, professionalism and sustainability to the industry.
“You cannot build a strong nation or a trillion-dollar economy by starving the institutions and the people who tell its story,” the association said.
