Newspaper and magazines have dual mandate the first

This preview shows page 41 - 43 out of 89 pages.

newspaper and magazines have dual mandate. The first is the role which the society bestows on them as the fourth estate of the realm or the watchdog of the society while the second is their role as a business enterprise expected to break even or make profit for the owner. This has been the greatest challenge to most newspaper/magazine industries in Nigeria. That is, the challenge of being socially responsible and at the same time imbibes the business spirit to make profit. 2.0 OBJECTIVES At the end of this unit, you should be able to: explain dual mandate phenomenon and its challenges state why some media houses in Nigeria find it difficult to break even. 3.0 MAIN CONTENT 3.1 Sources of Revenue for Newspapers/Magazines Newspaper and magazines earn their revenue from three main sources. These are: Sales Income from adverts Subsidy/Subvention from the owner.
MAC 421 ADVANCED NEWSPAPER/MAGAZINE PRODUCTION 104 3.2 Business Consideration vs. Dual Mandate Syndrome In a free enterprise economy, the main interest is profit. In view of this, businesses do all sorts of things to survive. The principle in this kind of situation is “the end justifies the means.” Here also ethics and legal consideration are often relegated to the background. But, this is not the case in newspaper and magazine businesses. The publications owe a lot to the society. While they try to make profit to remain in business, they always remember that they are socially responsible and societal watchdog. With this social responsibility in mind, it could be rightly said that newspapers and magazines are not pure business outfits as business consideration are placed side by side with the social responsibility function. This dual mandate has been the problem facing different media organisations in Nigeria. And, once the social responsibility function weighs higher than the business function, revenue starts to dwindle and this may lead to the collapse of the outfit. 4.0 CONCLUSION In Nigeria for instance, balancing social responsibility and the dual mandate has been a challenge to most media houses. The government- owned media houses are not left out since the government has always insisted that its agencies should device means of self-sustenance. So, it is either the newspaper continues with the social responsibility role and gradually goes out of business or employs all business tactics while the social responsibility function suffers. 5.0 SUMMARY In different parts of the world, the media especially newspapers and magazines are social institutions. They are the fourth estate of the realm and the watchdog of the society. But, this function is being threatened by the increasing need for them to generate revenue and fend for themselves.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture