General Elections: Political Adverts Boost Newspapers' Revenue

Politicians have displaced corporate bodies as major advertisers in newspapers during this election period.

In the run-up to the presidential elections, on April 16, leading newspapers are running as many as twenty pages of campaign adverts.

Having travelled round the country before the elections started last Saturday, Presidential and Governorship candidates have apparently turned to the newspapers to woo voters. But also, to attack opponents.

But, as they pull the punches, media owners are smiling to the banks.

Investigations have revealed that some leading private newspapers like The Guardian, The Punch, Thisday and the Vanguard now make an average income of N15million (Fifteen million Naira) daily.

An advert personnel with the Guardian said political advertisements have boosted the newspaper’s revenue by about N16million (sixteen million naira) per day.

At Thisday, the stakes may even be higher. One of the advert personnel said Wednesday’s front-page advert of Goodluck Jonathan, the Peoples Democratic Party (PDP) flag-bearer, went for about N12million (twelve million naira). In addition are thirty pages of other political adverts estimated at N13million (thirteen million naira).

Vanguard also run up to 15 pages of political adverts daily.

While the newspapers enjoy healthy financial returns, some observers say the political adverts are dislodging news from prominent pages.