Newspaper Advertising in (Lagos) Nigeria

Paid-circulation newspapers are a popular advertising medium for most local businesses. They are the oldest forms of mass media, and they continue to be one of the largest, as measured by volume of advertising dollars. Industry giants, as well as the local convenience stores, use newspapers to advertise. Every community has its own newspaper. There are over 20 paid-circulation daily newspapers in Nigeria and several additional local weekly papers as well.
Every advertising medium has characteristics that give it natural advantages and limitations. As you scan your local newspaper(s), you will notice a number of businesses that advertise on a regular basis. Observe who they are, and how they advertise their products and services. More than likely, if the advertisements are repeated, the ads are working.
Consider this media if you are selling to a general market, because newspapers are generally bought by all segments of the population. Even though the newspaper no longer enjoys its former role as the almost exclusive source of news, they still remain a strong factor in their specific sphere of influence.


Benefits of Newspaper Advertising

There are a number of characteristics of paid-circulation newspapers that make them especially appealing to advertisers:

•Most paid-circulation papers, both daily and weekly, reach the majority of homes in their primary city or town.
•Almost every home in the United States receives a newspaper, either at the newsstand or by home delivery.
•Newspapers permit an advertiser to reach a large number of people within a specified geographical area.
•The printed advertising message has both permanence and desired obsolescence. A reader can refer back to, or even clip and save, a particular ad, yet tomorrow’s edition is new and fresh and as eagerly sought by the same reader.
•The newspaper offers a predictable frequency of publication: once, twice or up to seven times a week.
•Newspapers have immediacy. You can place an ad on Monday and be getting results before the week is over. Short deadlines permit quick responses to changing market conditions.
•People expect to find advertising in their newspapers. In fact, many people buy newspapers just to read the ads from the restaurants, movies and discount stores.
•Reading the newspaper has become a habit for most families. It has something for everyone.
•You can reach certain segments of your market by placing your ads in different sections of the paper such as: sports, comics, crosswords, news, classifieds, etc.
•An advertiser has flexibility in terms of ad size and placement. Production changes can be made quickly, if necessary, a new insert can be added on short notice.
•Advertisements can be examined at leisure. Exposure is not limited, so readers can take their time reading the messages.
•It offers a great variety of ad sizes. If you don’t have a large budget, you can still run a series of small ads.
•Many options are available. Copy alone; copy with graphics; black and white; or full color.
•Newspaper supplements often feature certain subjects that readers pull out and save.

Newspapers in Nigeria

Guardian Newspaper
Vanguard Newspaper
The Sun Newspaper
Businessday Newspaper
Dailytrust Newspaper
Punch Newspaper
Thisday Newspaper
Compass Newspaper

Radio Advertising in (Lagos) Nigeria

120 million Nigerians own more than 200 million radios in Nigeria and, contrary to the predictions of doom, radio still fills a strategic advertising role for businesses both large and small. It is a relatively inexpensive way of reaching people, and it has often been called the “theater of the mind” because voices or sounds can be inexpensively used to create specific moods or images.
Nigerians love listening to radio a lot, because of the epileptic power supply in Nigeria. The level of traffic holdup in Lagos state all make lots of people listen to the radio. Most people when they are held up in the traffic jam will rather listen to the radio for press report, sport and other programs. Radio offers information such as: news, weather reports, traffic conditions, advertising and music. Radio is the most selective of the media, with individual stations providing access to target audiences of almost every demographic description. Many stations have positioned themselves to reach specific audience segments instead of the total market. In one marketplace, one station may only play local music, another contemporary music, a third only sports, while others feature 24-hour news broadcasts or talk shows.
To some degree, radio has become an integral part of the Nigerian culture. Millions wake to the sound of clock radios, and for many, the radio is the last sound they hear before going to sleep. As a medium, it brings a sense of urgency that is second to none. It offers a form of entertainment that attracts listeners while they are working, traveling, relaxing or doing almost anything else.


Benefits of Radio Advertising

•Radio, like television, has the ability to quickly reach a large number of people. It efficiently targets narrowly defined segments of the market. Especially the lower class Nigerians.
•It is relatively inexpensive (both in terms of airtime and production costs) and because deadlines for placing radio advertising are relatively short, it provides advertisers with increased flexibility.
•Advertising on a given station can help reach additional audience segments to help expand a firm’s total market capability.
•The unlimited array of radio program formats allows an advertiser to focus on any target audience. By advertising in concentrated flights, an advertiser can appear to be much larger than he really is. After several days, listeners will think the company is advertising all of the time.
•Station personalities have a good rapport with their listeners. If a radio personality announces your commercial, it is almost as effective as an implied endorsement.
•Radio supports your printed advertising. Messages can be twice as effective by including phrases such as: "See our ad in the Sunday Times."
•Advertising can be purchased on stations whose listener characteristics most closely approximate the profile of your company’s current customers.
•The advertising message need not be limited to a monologue. Vocal and instrumental music, as well as sound effects of every imaginable type can be inexpensively added, either individually or in combination.


Radio Stations in Nigeria

Cool fm, Rhythm, Eko fm, Radio Continental, Unity fm ETC.
For more information about making a radio jingle or buying media spots on radio, please contact us on the address above the screen.

Television Commercial in (Lagos) Nigeria

Watching TV is the most common leisure activity in Nigeria today. It is the medium where the consumer spends the most "attentive" time. A number of surveys report average daily television viewing time as high as five to six hours. No wonder it has grown into a giant advertising medium.

While the newspaper may cover the city’s general metropolitan area, TV offers the greatest possibility for creative advertising. With a camera, you can take your audience anywhere, and show them almost anything. The power of television is in its ability to simultaneously appeal not only to sight and hearing, but to strengthen interest through the dimensions of movement and the realism of full color. It is comprised of pictures and words, but of the two, the pictures are infinitely more important.

TV advertising can show and tell many people about your product or service, and actually demonstrate the benefits of ownership. Since they see how it works and how it is packaged, every time they see it they will be psychologically reminded of their desire to have it.
Television always has been a popular medium for large retailers, but because of lowered production costs and the ability of cable to reach smaller market areas, its use by small and medium size businesses is becoming more popular. Television is often referred to as the "king" of the advertising media. It has proven its power to influence human behavior again and again. But it is also the "king" of advertising costs as well.


Benefits of Television Advertising

Some advantages of television advertising include the following:
•Television reaches very large audiences - usually much larger than the audience your local newspaper reaches, and it does so during a short period of time.
•Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.
•It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence.
•You can easily reach targeted audiences. Children can be reached during cartoon programming, housewives during the afternoon soap operas, and insomniacs after midnight.

The "glitz and glamour" associated with producing a television commercial makes it one of the most appealing advertising methods. Carefully consider your budget and other options; however, to be sure a TV ad makes sense for your company.


Television Rating in Nigeria

(1) African Independent Television (AIT). No 1 TV Station in Nigeria in term of coverage and viewership. AIT is also available on DSTV
(2) Silverbird Television (STV). No 2 TV Station in Lagos State in term of coverage and viewership. STV is also available on DSTV
(3) Galaxy Television. No 3 TV Station in Lagos State in term of coverage and viewership. Galaxy TV is not available on DSTV
(4) Other TV station are MITV, MBI, LTV (owned by Lagos State Government), TVC, Superscreen etc. All these other stations are equally good.


You can contact us for a more detailed and comprehensive report on TV Commercial production and media buying in Nigeria. You can write or call us with the contact on top of the screen.