Remember how excited you were as a child when you read the comics part of your dad’s daily newspaper? Newspapers used to be the only source of knowledge, but things have changed in the digital age. Print media are still very important to many people in Nigeria, though. Knowing the names of the most popular newspapers in Nigeria can help you stay informed or spread the word about your brand.
I’ve spent years as a Media Analyst figuring out how to work in the complicated Nigerian media world. Digital news outlets are definitely growing, but for a lot of Nigerians, especially those who don’t live in big towns, print media is still the best way to get news. A recent poll by the West African media organization Penplusbytes found that more than 60% of Nigerians still get most of their news from newspapers. Anyone doing business or trying to build a reputation in Nigeria needs to know how far these publications spread and how much power they have.
Read Also: Press Release Boilerplate: Writing An Effective Copy
Key Takeaways
- Despite the rise of digital platforms, over 60% of Nigerians, especially those outside major urban areas, still rely primarily on newspapers for their news, highlighting the enduring relevance of print media in the country.
- Top newspapers like The Punch and Vanguard have successfully transitioned to digital platforms, maintaining their influence by adapting to meet the fast-paced needs of their readers and expanding their reach through online updates and in-depth coverage.
- Newspapers in Nigeria cater to a wide range of interests and demographics, from The Guardian’s intellectual approach to the Daily Sun’s focus on entertainment and human-interest stories, showing the importance of understanding target audiences for effective media planning.
- For businesses and individuals looking to build a reputation or spread a message in Nigeria, knowing the distribution and influence of popular newspapers is crucial for effective media planning and outreach.
- Building relationships with journalists and providing valuable, exclusive content can significantly enhance media coverage and brand visibility, emphasizing the need for strategic communication and media engagement.
List of the Most Popular Newspapers In Nigeria
This list is based on the most recent yearly poll of Nigerians who read national newspapers in 2023.
Note that this list does not include all popular newspapers in Nigeria. It only means that they don’t cover the entire country to make this list.
Here are some of the most popular newspapers that have not only made it through the switch to digital but have done very well in Nigeria:
#1. The Punch
The Punch is thought to be Nigeria’s best newspaper, and its internet platform is strong enough to keep up with its readers’ fast-paced needs. It caters to a wide audience and is known for sharp reporting on a wide range of subjects. Many Nigerians visit it every day.
Punch says that its usual daily circulation is 80,000, but this can’t be proven. A third-party confirmed number that Squirrel got puts the average number of people who read the newspaper in print each month at over one million.
#2. Vanguard
Vanguard writes about many different topics and does so thoroughly and correctly. Its online site is known for providing real-time updates and in-depth coverage of Nigerian political and business news, which is why many people visit every day to find the latest information.
Vanguard averages over 800,000 weekly print readers and is the most-read online newspaper in Nigeria as of 2020.
Vanguard claims that their publication is distributed in Lagos in 20,000 copies every day. Others include 12,000 copies for Abuja, 15,000 for South-West, 25,000 for South-South, 15,000 for South-East, 18,000 for North Central, 7,500 for North-East, and 7,500 for North-West.
These numbers, which are sourced from their website, were not independently confirmed at the time this story was written. Furthermore lacking a time stamp are circulation statistics.
#3. The Guardian
The Guardian is Nigeria’s “newspaper of intellectuals,” but its online version has more to offer than just news. It gives a detailed look at the economic and social problems in Nigeria and Africa, making it useful for professionals, policymakers, and researchers.
The Guardian was one of the first newspapers in Nigeria to publish serious, high-quality news stories. The paper came out for the first time as a weekly on February 22, 1983, coming out every Sunday. It began coming out every day on July 4, 1983.
Since 2020, more than a million people have read The Guardian every month. An online version of it is also one of the top ten in Nigeria.
#4. ThisDay
Because it focuses on business news and has good writing, ThisDay is a favorite among Nigeria’s business elite. Professionals interested in business trends and economic policies will like the newspaper’s digital version, which has a sleek interface and interactive material.
ThisDay had a peak circulation of 100,000 copies and an annual revenue of about $35 million. By 2020, the daily had over 287,000 readers every month.
#5. The SUN
The Sun newspaper took ideas from The Sun UK and at first called itself the “king of the tabloids” in Nigeria.
The Daily Sun was founded on March 29, 2001. It began publishing as a weekly on January 18, 2003, and as a daily on June 16, 2003.
From the start, the Sun’s editorial style included some sensationalism, which made him popular with a large group of curious young people between the ages of 18 and 45.
As of 2011, The Sun printed 130,000 copies every day and 135,000 on the weekends. About 80% of those copies were sold. This made The Sun the most popular newspaper in Nigeria. However online news has done a lot of damage to print circulation in the country. New polls show that the Sun will have over 700,000 print readers across the country every month by 2020. This newspaper is still read by a lot of people in the southeast of Nigeria.
#6. Daily Trust
The Daily Trust newspaper is put out by Media Trust Limited, which is one of Nigeria’s biggest media companies. The newspaper publishing business is based in Abuja and puts out the Daily Trust, Weekly Trust, Sunday Trust, and Aminiya newspapers in English and Hausa. They also put out Kilimanjaro, a new pan-African magazine. People in northern Nigeria read Daily Trust the most, so that’s what media planners focus on when they want to reach people in that area. As of 2020, over 530,000 people across the country read it every month on average.
#7. The Nation
The Nation newspaper has production plants in Lagos, Abuja, and Port Harcourt. Its readers are mostly wealthy, educated, and on the rise in business and politics.
The newspaper started publishing in 2006 and covers business and economics, public policy, sports, arts and culture, and the political process and institutions of democracy. Within two years of starting, it became the first of its kind to be read in all 36 states of Nigeria.
As of 2020, more than 900,000 people across the country read the Nation newspaper every month.
#8. Complete Sports
In Nigeria, sports are big business, so it’s not a surprise that one of the most popular newspapers in the country is a sports newspaper.
The daily national sports newspaper Complete Sports is based in Lagos, Nigeria. It has grown to become one of the most-read newspapers in Nigeria since its launch in 1995 as the main newspaper of Complete Communications Limited. The newspaper is mostly about Nigerian sports events and celebrities, especially football players from Nigeria.
Complete Sports is one of the most widely read newspapers in West Africa. It is sent all over Nigeria and to some parts of the Benin Republic and Cameroon.
As of 2020, more than 390,000 people read Complete Sports every month.
#9. Sporting Life
Lagosians read Sporting Life more than any other sports newspaper. Sporting Life, which is put out by Vintage Press in Lagos, has a fresh take on daily national sports news.
Over 370,000 people in Nigeria read the magazine every month, and it covers sports events from all over the country and the world.
How to Make the Most of the Popular Newspapers In Nigeria
#1. Know Your Target Audience
When picking a newspaper for your readers, you should look at more than just how many copies it gets. For example, The Guardian, which is known for being intellectual and leaning to the left, might appeal to researchers and professionals. On the other hand, Daily Sun, which focuses on entertainment and human-interest stories, might be better for younger people.
#2. Make Newsworthy Contents
Make sure that the content you want to share or the story you want to pitch is important and fits with what’s happening in the news right now. The angle should be clear and connect to current events or talks that are already going on
#3. Offer Something of Value With Your Writing
Your content should improve the reader’s experience and give them something of worth, whether it’s insightful analysis, helpful tips, or breaking news.
When you can, give newspapers information that no one else has. News outlets are more likely to pick up exclusive stories, and they can also help you get better terms for publishing your work.
#4. Write To Editors & Journalists and Get To Know Them
Don’t just pitch ideas to journalists when you talk to them. Talk to them often, learn about their hobbies and beats, and establish yourself as a trustworthy source of information.
Make yourself or the people in charge of your company look like experts who can give advice on important issues. This might make it more likely that people will ask you for comments or stories.
There are many ways to build a strong relationship: leave comments on articles, share them on social networks, or even just send a quick thank you note.
#5. Use Multimedia Content
Add high-quality photos, videos, and graphs to your press releases and content pitches to make them better. Multimedia content is more interesting and can make it much more likely that people will notice and share your content.
Especially for online newspapers, you might want to add quizzes, polls, or interactive images to make the content more interesting and fun to read.
#6. Use Online Tools and Platforms
Print newspapers should work with you to get your content published online as well, such as on their websites, social media pages, and emails. Take advantage of the SEO benefits of being written about in reputable newspapers. Make sure that all digital material that links back to your website has the right keywords and metadata added to it.
#7. Check the Results and Make Amends
Pay close attention to when and how your information is shared. If you can, get information on reach and interaction.
Reader comments and reviews can help you figure out how well your content is doing. This can give you useful information that you can use to change your pitches or content tactics in the future.
Check the return on investment by looking at how many more people saw the brand, how many more people visited the website, and how many straight leads or sales the newspaper coverage brought in.
What Lamphills Can Do To Help Your Media Plan
For any PR plan to work, it’s important to know how Nigerian newspapers work. Lamphills Media can help you make a focused plan for working with the media, find the right publications to reach your audience and write press releases that get people’s attention.
The Media Outreach Matrix Template is a great tool for smartly managing relationships with the media. This tool helps businesses plan and keep track of their interactions with digital media sites. This way, they can make sure that their interactions are useful and increase brand awareness and engagement. You can download the template below.
In Conclusion
Although the digital change is definitely changing how many people read newspapers, print media is still going to be an important part of Nigerian media for a while yet. Businesses and groups in Nigeria that want to get their message across will need to know how to use the strengths of both print and digital platforms.
Which Nigerian newspaper will you pick to stay up to date or reach your audience? What are your favorite places to get news about Nigeria? Leave your ideas in the comments below!
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