#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.


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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.

    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.

    Harrison Edeh is a journalist with the International Centre for Investigative Reporting, always determined to drive advocacy for good governance through holding public officials and businesses accountable.

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