By Sixtus Mbom
Mbom Sixtus |
It goes
without saying that advertisement is as vital for every newspaper as is oxygen
to humans. Advertising is a great subsidiser of the press. In a recent review
in the US, on the importance of advertising, media economists are said to have
found that advertising has traditionally provided about 70% to 80% of support
for newspapers and magazines, opining that advertising has entirely paid for
broadcast TV and radio media.
The Guardian Post does
not benefit from ad sales to mainstream advertisers in Cameroon as its sister
newspapers, despite the fact that it has become undoubtedly the leading
language newspaper in the country. Apparently Ad placements from state
institutions and corporations are issued to newspapers based on their
orientations – judging from their editorial line.
Most
managing directors have preferred to distance selves from The Guardian Post, certainly as a result of its hard editorial line
on national issues. I quite remember very well a general manager of a South
West-based state corporation who refused to pay an advertisement we carried on
grounds that The Guardian Post was an SDF newspaper.
I can
also recall vividly an encounter with another general manager who advised that
to benefit from government adverts; we must not harp on the idea of strict
checks and balances of government action in our editorial line. By this, I
immediately decoded that he wanted us to be government’s songbird even during
the most deceptive moments.
It is
worth mentioning that while the regime barons’ standpoint appears to suggest
that The Guardian Post is of the
opposition, some leaders of the very opposition have been quoted as saying that
the regime has hired the newspaper to play the role of its destroyer.
A
majority of media experts worldwide share the opinion that where ad sales are
dropping, low or almost on-existent, media outlets turn to explore the
possibility of benefiting from philanthropic support, either from individuals
or non-governmental organizations which can sustain some media content; but
such support has proven quite limited in the past, especially in Cameroon. The
so-called philanthropic support for print media in the country often more or
less has strings attached, this could, to an extent, justify the type of
newspapers that are privy to such support.
In the
backdrop of these hurdles, The Guardian
Post has the challenge of living up to the expectations of its ever-increasing
readership, by providing unique content, through hard news, in-depth and
analytical reports and innovative columns. The newspaper has equally increased
communication with its readers by by-passing conventional opinion leaders and
communicating with readers through regular editorials and vox-pops.
Apart
from simply reporting news as processors of information who transform raw
materials into articles, The Guardian
Post has gone the extra mile and now provides its readers with regular news
analysis in which reports and events reported earlier are contextualised.
Thirteen
years on, The Guardian Post stands
tall and stands out from the crowd as the lone English language daily which
enjoys priceless support from readers who have on several occasions, tagged it
one of the most credible and best edited newspapers.
It is
on this premise that we remain heavily indebted to these our most glorified
patrons who for thirteen years have stood by us – the readers. Their patronage
to The Guardian Post has been valued more than even millions that someone would
have invested in the newspaper.
Few
newspaper owners would confess that the survival of their news organs rests
solely on sales. Even though we continue to battle on the field with vendors
who at times prove dishonest to render account of their sales, we however
remain indebted to them for not only encouraging us but telling us the blunt
truth that we remain unchallenged in the market, a consoling idea, isn’t
it?
The
reticence of state corporations to patronize us has most often been considered
an asset rather than a loss to the newspaper, owing to the fact that the
strength of our editorial line remains uncompromised.
This
giant feat has pulled down the stripes of even newspapers that have been in the
kiosks for a longer period, rendering them uncomfortable at the mention of the
name of the newspaper.
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