23.1 C

#ICIRat10: Ogwezzy-Ndisika calls for audience interest evaluation to sustain media business




A PROFESSOR of Mass Communication at the University of Lagos, Abigail Ogwezzy-Ndisika, has stressed the need by media organisations to be constantly reviewing and auditing what constitutes readers’ interest.

The audience audit, Ogwezzy-Ndisika explained, would scale up audience participation and improve business deals with them.


#ICIRat10: Media sustainability depends on functional society – Kadaria Ahmed

#ICIRat10: Media needs innovative business models to thrive in digital era – Umar Pate

#ICIRat10: The media must see itself as a producer of technological product — Dapo Olorunyomi

After ICIR’s report, property firm accused of N9.9m fraud finally pays victim with interest

- Advertisement -

Contributing to vital discussions on sustainable solutions to media business at the 10th commemorative anniversary of the International Centre for Investigative Reporting (ICIR), which held today at Transcorp Hotel, Abuja, the university don said that the trend of present-day journalism had shown that content was now being defined by the audience.

Determining what the audience want, she said, would enable various media outlets know content that can attract businsss.

Ogwezzy-Ndisika said, “Audience audit helps you to know what the audience want, how they want it, their consumption pattern and how to do business with them.

“The first step by media-owned business is to find out how the audience want their content  –  whether they want it in multimedia segment, infographics, through an influencer or through an analyst.”

According to her, this sort of audit would help media outlets satisfy the demands of their clients.

“As you do the auditing, watch your traffic flow, and reset your market to meet their demands,” she added.

The professor urged media managers to understudy the research methodology that market research agencies employ in their business in doing their audit.

- Advertisement -

She said, “If you want a sustainable business, it must address consumers interest and appeal. This you can only do by understanding your consumer behavioural pattern.”

She also suggested to media owners to find other sources of income to support their businesses in order to stay afloat.

Support the ICIR

We invite you to support us to continue the work we do.

Your support will strengthen journalism in Nigeria and help sustain our democracy.


If you or someone you know has a lead, tip or personal experience about this report, our WhatsApp line is open and confidential for a conversation



Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Support the ICIR

We need your support to produce excellent journalism at all times.



Bandits kill assistant commissioner of police, one other in Katsina

BANDITS killed an Assistant Commissioner of Police (ACP) in charge of Dutsinma Area Command...

Gunmen attack Buhari’s convoy in Katsina

GUNMEN have attacked the advance convoy of President Muhammadu Buhari in his home state,...

Motorists, workers groan as fuel scarcity bites harder

MOTORISTS and workers in the Federal Capital Territory (FCT) are still groaning under the...

How informal sector employees can access NSITF benefits in event of accident

INFORMAL sector workers can access benefits of the 'Employees Compensation' scheme from the Nigerian...

My missing high school result was second-best nationally in 1976 – Okowa

THE vice presidential candidate of the Peoples Democratic Party (PDP) and Delta State governor,...

Most Read


Subscribe to our newsletter