By Princewill Ekwujuru
In laying credence to the establishment of the Audit Bureau of Circulation (ABC), Advertising Association of Nigeria (ADVAN) under a joint group made up of ADVAN, the Association of Advertising Agencies of Nigeria (AAAN) and Media Independent Practitioners Association of the Nigeria (MIPAN), asÂ part of measure to encourage accountability in the advertising sector has made move to instituting an a ABC.
The group released aÂ new circulation figures for newspapers operating in key media centres of the nation.
The group said the figures released is expected to serve as a way out of the current problem of lack of the reliable data on circulation and consumption data which has continued to mar data_based campaign planning.
While the effort has been on by relevant industry bodies to set up a full functional ABC in the country, Idorenyen Enang, ADVAN president believes body is only spearheading a dialogue based on facts.
The new figures released are expected to impact campaigns planning positively and also help with appropriate media pricing. This, the group stated will positively contribute to the productive capacity of all newspapers ,concerned.
Making his presentation,Â Chris Doghudje, CEO, Zus Bureau in conjunction with Mr. Dele Sobawale, Vanguard Newspaper Columnist and Marketing Research Consultant in an interacxtive section with media men, put together by ADVAN, MIPAN and AAAN in Lagos, on the just released circulation figures of the National dailies. In Lagos, the group said Punch is with highestÂ Â sale profile followed byÂ Guardian, Thisday, The Sun. While the released said The Nation proves to be the fastest growing national newspaper. Prior to the cover price increase around November last year total national circulation figure was around 315,000 but as at March immediately after the increase, it figure fell to 195,000.
According to Doghudje who incidentally is the Chairman of Advertising Practitioners Council of Nigeria (APCON), publications like Independent, Champion and others are at the buttom of the rung, and are endangered.
Total daily newspapers circulation figures according to the research finding for Lagos is about 66,000, Abuja â€“ 26,000 and Port Harcourt â€“ 13,000.Â Business newspapers led by Businessday and Financial Standard are said be doing well in Lagos mainly. Nationally, the new order as revealed by the research which took place in 13 major cities across the country shows that some major newspapers like Vanguard, Punch, Guardian, Sun, Thisday and Nation are on top.Â Daily Trust, Tribune and Champion follows.Â Details of the report including individual circulation figures for 16 national dailies in 13 major commercial centres, is available only to subscribers.