Picnews
The Celebrity Journal Publishers Association of Nigeria (CJPAN) has pledged to engage key stakeholders to address what it describes as the growing exploitation and marginalisation of Nigerian media organisations by consultants and middlemen.
The association alleged that consultants engaged by government agencies, financial institutions, multinational corporations and other organisations have increasingly positioned themselves as intermediaries between corporate institutions and media owners, limiting publishers’ direct access to advertising opportunities and media support budgets.
Speaking on the development, CJPAN President, Comrade Funmi Olowosegun, appealed for calm among journalists and media owners, assuring members that the association would pursue constructive dialogue with relevant institutions to find lasting solutions to the challenges confronting the industry.
According to the association, the Nigerian media has, for decades, served as a vital bridge between institutions and the public by reporting government policies, promoting businesses, shaping public discourse and strengthening democratic accountability.
However, CJPAN maintained that the industry is facing increasing financial pressure, which it attributes not only to economic realities but also to a media engagement model that, it said, has weakened the financial sustainability of many news organisations.
The association alleged that consultants, initially engaged to manage corporate communications and reputational issues, have gradually assumed greater control over media engagement processes, including decisions relating to advertising placements and corporate media support.
CJPAN argued that this trend has significantly reduced the value placed on media services and weakened the financial capacity of many publishing organisations.
“There was a time when the benchmark for a single advertorial placement in a reputable media organisation was not less than N350,000. That amount reflected the cost of newsroom operations, editorial quality, distribution and the credibility associated with established media brands,” the association stated.
It further claimed that some organisations now provide annual media support ranging between N20,000 and N45,000, which it described as grossly inadequate considering the rising costs of production, salaries, digital infrastructure, internet services, office operations and distribution.
While expressing concern over the prevailing situation, CJPAN acknowledged that some corporate organisations have continued to adopt more sustainable approaches to media partnerships.
The association cited the example of a financial institution that provides structured support of N500,000 every six months to journalists—amounting to N1 million annually—describing the initiative as a model of responsible corporate-media collaboration.
According to the association, support across the industry varies widely, with some organisations providing annual assistance ranging from N150,000 to N500,000, while others offer gift vouchers valued between N10,000 and N100,000 in appreciation of year-round media coverage.
CJPAN argued that such support falls short of the financial realities facing media organisations operating in Nigeria’s challenging economic environment.
The association also expressed concern over the increasing volume of press releases sent daily to digital media platforms with the expectation of immediate publication without financial support.
According to CJPAN, media organisations incur substantial costs in editing, fact-checking, graphic design, website hosting, internet bandwidth, distribution and promotion, even when publishing externally generated content.
It warned that the current trend has left many publishers struggling to meet operational obligations, including staff salaries, technology investments and investigative reporting.
Describing the situation as unsustainable, the association maintained that consultants should concentrate on their primary responsibilities of reputation management, strategic communication and crisis advisory, rather than controlling advertising budgets intended for media organisations.
CJPAN further alleged that the current arrangement has effectively created a “toll gate” between institutions and the media, with consultants allegedly retaining significant portions of media budgets before funds reach the organisations responsible for publishing and distributing corporate messages.
The association warned that continued financial pressure on the media industry could ultimately undermine journalism, corporate communication and public trust.
“When journalism is driven by survival rather than ethics, everyone loses—the institution, the media and the public,” it stated.
To address the situation, CJPAN called on government ministries, departments and agencies, banks, telecommunications companies, multinational corporations and other organisations to strengthen direct engagement with media owners.
According to the association, direct partnerships would promote greater transparency, accountability, efficiency, stronger brand visibility and a more sustainable media ecosystem.
CJPAN also urged media owners to continue improving professional standards by providing credible audience data, demonstrating measurable impact and developing innovative value propositions capable of attracting strategic partnerships.
While reaffirming that media organisations are not seeking charity, the association maintained that they deserve fair compensation that reflects the true value of professional journalism.
“The Nigerian media helped build many of the brands we celebrate today. We shaped public opinion, promoted commerce, influenced policy and defended democracy. We should not be treated as an afterthought,” the association stated.
It urged its members to remain calm and uphold the highest ethical standards as it begins consultations with relevant stakeholders to advance reforms within the media ecosystem.
CJPAN concluded that restoring dignity, professionalism and financial sustainability to Nigerian journalism requires stronger collaboration between media organisations, corporate institutions and policymakers.
“You cannot build a strong nation or a trillion-dollar economy by starving the institutions and the people who tell its story,” the association added.
