The nigerian guardian newspaper is an independent newspaper published in nigeria by guardian newspapers limited, nigerian guardian newspaper is the main competitor to the punch for advertising, although not for circulation, nigerian guardian newspaper focuses on business content rather than on what the editor of the punch refers to as appeal to the working classes, nigerian guardian newspaper is one of the few relatively long lasting national papers in the country, nigerian guardian newspaper is believed its durability is a result of its broad range of issues, and contacts, its close link to the Ibru family and non partisanship.
In its early stages of circulation of nigerian guardian newspaper, nigerian guardian newspaper was of one the few national dailies that did not publish advertised obituaries. Since 1989, the policy as changed and elite advertisement now makes a large percentage of the newspaper revenue,its stands on critical issues affecting the newspaper business and the nation at large have earned it the respect of many readers.
nigerian guardian newspaper was first published on the 22nd of february. When first published, it was like an experimentation as it was published weekly, only on sundays, for six months before it went daily. The records have it that the paper started daily publication on the fourth of July 1983. The nigerian guardian newspaper was established by ahief alex ibru. The paper is seen to be elitist as it maintained some sort of intellectual high standard. The nigerian guardian newspaper has been a flagship in the industry so much so that other papers try to mimic the standards of the guardian.
In later years, the active role taken by some partisan but short lived newspapers and other newspapers in general as agents of change, clouded the decision making of a few heads of state. Newspaper in nigeria is the countrys number one publication with an average daily circulation of 80,000 almost double that countrys second largest publication, a tabloid called the sun.
Despite its dominance in circulation figures, however, nigerian newspaper has only in recent years started to become a more prominent player in the countrys advertising market. The nigerian guardian newspaper consists of three titles. The daily The newspaper, Saturday newspaper, and sunday newspaper.
The newspapers revenue ratio of advertising to sales is about 50 50. It has changed gradually over the past five years in favour of adverts, partly because of increasing distribution costs. Infrastructure in nigeria is not as it should be. We have to rely on airplanes to distribute outside of the main cities. And of course, the cost of oil has also increased in recent years, he says.
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