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Economy

Nigerian Newspapers Rake N143b In Advert Revenue In 10 Years

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By Modupe Gbadeyanka

Advertising income for Newspapers in Nigeria hit N143.1 billion between 2006 and December 2015, revealing a wavy pattern that reached its peak in 2014 with N25 billion; and declined to 23.7 billion at the end of 2015.

According to a special edition of mediafacts in the last 10 years, by mediaReach OMD titled: mediafacts Nigeria 10 Year Trend Review (2006 to 2016), the N4.4 billion advert income in 2006 moved up to N4.8 and N4.9 billion in 2007 and 2008 respectively. The newspapers got N15.8 billion in 2009 and N16.5 billion in 2010.

The figure declined to N15.4 in 2011 and slipped further to N9.0 billion in 2012. The downward slope however changed in 2013 with an advert income of N18.5 billion and rose to its peak in 2014, hitting N25.8. The figure went down by N2.1billion in 2015 when the newspapers received N23.7 billion.

mediaReach OMD explained that the newspapers tend to mostly attract their highest advert patronage in the second and third quarters, with exception of 2013 and 2014 which had their highest spending in the fourth quarters of the year.

In terms of regional spending in the last ten years, the split is between Lagos and North, with Lagos constantly attracting the dominant share of advert spending year after year. The product analysis however shows that Glo has consistently dominated the list of press advertising, rising steadily in the last three years to tie with Guaranty Trust Bank ahead of others while MTN currently occupies the third position.

But in terms of advertising expenditure across board, the TV medium consistently enjoyed the lion share of advert budget over the years. It is followed by the Out of Home (OOH) medium except for 2014 and 2015, when the print medium followed the leading TV medium. The newspapers had however experienced the highest growth rate in terms of advert spends especially in the last three years.

For total advertising expenditure, the year 2013 enjoyed the highest spending with N103.8 billion, representing a marginal increase over year 2011 spending of N 102.8 billion. There was a decline in 2014 as compared to the high spending in 2013.

The general economic outlook during the period under review showed a Gross Domestic Product, GDP estimated at 6.1 per cent in 2014, owing to continued strong performance mainly in services, but also in industry. The oil sector was in decline, albeit at a slower rate than in the previous year. Also in 2014, oil and gas GDP was estimated to have declined by 1.3 per cent, relative to a decline of 13.1 per cent in 2013.

Managing Director and Chief Executive Officer, mediaReach OMD, Mr. Tolu Ogunkoya, said: “Nigeria’s media is one of the most dynamic in Africa. Each of the 36 states has at least a TV station and one radio. There are hundreds of radio stations and terrestrial TV stations, as well as cable and direct-to-home satellite offerings.”

Not a few analysts however agree that the newspaper industry in Nigeria is caught in the web of great depression and recession. It has fallen victim to a combination of intertwined factors. The first is the tough economic environment, which has reduced advertising revenue, as well as the purchasing power of the reading public, and driven up the cost of production to an almost unmanageable level.

 With a foreign exchange regime that is unstable, and virtually every input required for production imported from abroad, or sourced locally at cut-throat prices, an average newspaper which used to cost almost nothing in the 70s, is now priced beyond the reach of many Nigerians.

The mediafacts Nigeria 10 Year Trend Review is a ten year longitudinal review and trend analyses of year on year mediafacts, with key insights into annual statistical performance and the dynamics of key players on critical indices of the media, advertising and marketing industry in Nigeria.

mediaReach OMD has since 2001 through its publication; mediafacts been given insights into the Media and Marketing industry of Nigeria, Ghana, West and Central Africa regions. It also provides marketing media professionals with evidence based information that has become a veritable tool for practitioners and companies to compete for market space in these markets.

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via [email protected]

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Economy

Distributors Kick Against Plans by Lagos to Tackle Egg Glut

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By Adedapo Adesanya

The Eggs Sellers and Distributors Association of Nigeria (ESDAN) has kicked against the proposed plan involving the production of egg powder to tackle the glut of eggs.

The National President of ESDAN, Mrs Olaide Graham, made the position clear in an interview with the News Agency of Nigeria (NAN) this week.

Egg glut occurs when egg production exceeds consumer demand, resulting in a surplus that often forces farmers to sell at reduced prices to avoid spoilage.

The Lagos State Government recently announced plans to establish an egg powder processing facility as part of efforts to address seasonal egg glut in the poultry sector.

Mrs Graham described the initiative as a welcome development but maintained that it would not address the fundamental challenges facing the industry.

“The establishment of an egg powder factory in Lagos to address the egg glut situation will have a positive impact if it is properly implemented and the product meets market standards.

“It could help reduce waste and, to some extent, stabilise prices temporarily.

“However, egg powder may not be widely accepted as a substitute for fresh eggs in this part of the country because of differences in taste, texture and consumer perception.

“Many consumers still regard fresh eggs as more nutritious,” she said.

According to her, the major issue is identifying and addressing the root causes of the egg glut rather than focusing solely on processing surplus eggs.

“We have a population of over 200 million people. Why should there be an egg glut?

“We need to examine what farmers, distributors and other stakeholders are not getting right and provide the necessary support.

“Egg powder is not the cure for egg glut in Nigeria. Stakeholders should come together to identify sustainable solutions,” she said.

Mrs Graham noted that egg powder could serve as a raw material for the production of other goods, but should not be viewed as a long-term remedy for the challenge.

She emphasised the need for improved distribution systems across the egg value chain.

“Effective distribution can go a long way in addressing the problem.

“We should remember that Lagos distributes not only eggs produced within the state but also eggs brought in from other parts of the country.

“In every challenge, there is always a solution, but egg powder is not the major solution to egg glut,” she said.

The ESDAN president also dismissed concerns that egg distributors could be negatively affected by the proposed factory.

“Distributors have nothing to fear because Nigerians are accustomed to consuming fresh eggs.

“The number of consumers who will continue to prefer fresh eggs will still be higher.

“Even if egg powder production affects access to fresh eggs, there will still be ways to address that challenge.“If the purpose of producing egg powder is to reduce glut, then that is why distributors have joined the conversation,” she said, according to the news agency.

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Economy

Oyedele Advocates Domestic Resource Mobilisation Over Foreign Aid

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By Adedapo Adesanya

The Minister of Finance and Coordinating Minister of the Economy, Mr Taiwo Oyedele, says that reliance on aid and concessional finance was neither sustainable nor sufficient.

He said this at the opening of a high-level capacity-building session in Abuja on Wednesday, noting that Nigeria needs to strengthen local funding sources, a message that also guided discussions during a visit by an Ethiopian delegation to learn about Nigeria’s Integrated National Financing Framework (INFF).

“Domestic Resource Mobilisation remains the most critical pillar of any credible financing framework”, he said. “Our objective is not to increase the burden on citizens. Our objective is to create a fairer, more efficient and growth-oriented revenue system that supports development, encourages enterprise and strengthens voluntary compliance.”

The minister presented Nigeria’s INFF as a practical, evolving response to the continent’s widening financing gap for the Sustainable Development Goals (SDGs) and Agenda 2063.

He outlined the process that had produced the framework — a Development Finance Assessment, a multi-stakeholder steering committee and a Financing Strategy aligned with the Medium-Term National Development Plan.

He also cited concrete reforms such as expanded digitalisation of tax administration, deeper engagement with international capital markets through green and sustainability-linked instruments and institutionalised accountability mechanisms.

“These are not merely technical outputs,” Mr Oyedele said. “They are the instruments by which we mobilise, align and deploy financing to turn plans into services — schools, clinics, roads and social protection for our people.”

He insisted the INFF was “a living framework” that would continue to adapt as Nigeria sought to deepen private-sector participation, mobilise climate finance and strengthen subnational financing architecture.

The minister’s emphasis on sovereign revenue came with a direct appeal to state actors, urging states to pursue reforms that would increase the tax-to-GDP ratio without unduly burdening households.

Mr Oyedele positioned the INFF as the mechanism to reduce external dependence by aligning public, private, domestic and international finance with national priorities.

“This is not cause for despair”, he said of Africa’s financing gap. “Rather, it is an opportunity to rethink how development is financed and to ensure that every available source of capital is aligned with national priorities.”

Addressing the Ethiopian delegation directly, Mr Oyedele framed the engagement as mutual learning, stating: “Nigeria does not claim to have all the answers. Rather, we offer our experience in the spirit of partnership, transparency and mutual learning. Ask difficult questions. Challenge assumptions. Share your innovations and experiences.”

In her remarks, the Senior Special Assistant to the President on SDGs, Mrs Adejoke Orelope-Adefulire, told delegates that the capacity of states to effectively mobilise, manage and deploy financial resources directly influenced the quality of life of millions of Nigerians.

She stressed that states must carry constitutional responsibility for primary healthcare, basic education, water and sanitation and other frontline services.

She also warned that current revenue and institutional weaknesses at the subnational level threatened service delivery across the country.

“The fiscal realities confronting many sub-national governments — rising expenditure pressures, limited internally generated revenue, growing infrastructure deficits, climate-related vulnerabilities and global economic uncertainties — are battering state finances,“ Mrs Orelope-Adefulire said. “Addressing these issues requires innovative thinking, bold reforms and stronger collaboration among all key stakeholders.”

On her part, UNDP Resident Representative, Ms Elsie Attafuah, echoed the call for domestic solutions while emphasising the value of peer learning.

“The Sustainable Development Goals are ultimately delivered in states, provinces, cities and communities,” she said. “This is why strengthening fiscal capacity at the state level is not simply a revenue issue. It is fundamentally a development issue.”

Ms Attafuah commended Nigeria’s reform agenda and stressed that South-South cooperation, exemplified by the Ethiopia–Nigeria exchange, could accelerate progress, noting, “No single country has all the answers. Yet every country has lessons that can help others move further and faster.”

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Economy

Nigeria Launches EMERGE to Unlock $750bn Mineral Wealth

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By Adedapo Adesanya

Nigeria has launched the Early-Stage Mineral Exploration and Research Grant Endowment Program (EMERGE), a new initiative aimed at accelerating early-stage mineral exploration, strengthening geological research and advancing local value addition.

The programme is part of moves to unlock Nigeria’s $750 billion worth of untapped mineral deposits under broader efforts to diversify its economy beyond oil.

Nigeria has outlined plans to expand mineral exploration and production, identifying 44 strategic mineral deposits and is seeking developers with the requisite capital and technological expertise to invest.

The government has also sought to increase mining’s contribution to GDP to 10 per cent in 2026. However, unlocking these opportunities will require stronger geological data, greater technical capacity and increased investment in early-stage exploration.

The introduction of the EMERGE initiative aims to address these gaps. The programme is centred around three areas of focus: science-backed exploration, critical minerals development and research and development.

The exploration stream targets early-stage geological insights to generate reliable mineral data, the critical minerals stream targets minerals required for the energy transition, while the research and development stream integrates science and innovation across the value chain.

Driven by the Solid Minerals Development Fund, the programme is designed to position Nigeria as a major player in the global minerals value chain. It also builds on a rising wave of international partnerships aimed at modernising Nigeria’s exploration infrastructure through digitisation and enhanced capacity building.

Nigeria and Turkey formalised a partnership agreement in May 2026, aimed at strengthening cooperation in mining technology, exploration and investment.

Nigeria has also entered geological mapping and exploration cooperation agreements with South Sudan and South Africa, aimed at advancing geological and technical expertise while facilitating greater investment flows across the exploration sector.

Recent mineral ambitions are being backed by global finance. In March 2026, Nigeria secured $1.3 billion from the Africa Finance Corporation (AFC) to fund its mineral exploration programs as well as the construction of an alumina refinery, advancing its national mineral production and domestic beneficiation strategy.

Also, late last year, the federal government allocated over $600 million for geoscientific exploration and nationwide mapping, highlighting Nigeria’s commitment to de-risk the sector through access to modern geological data and accelerated exploration activities.

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