I’m like a flying
horse– Janet Mba Afolabi, publisher, Scroll
magazine
He learned from competitors and then went his own
way
By Sun News Publishing
Monday, February 4, 2008
 |
•Janet
Mba
Photo: Sun News Publishing |
| |
Mrs. Janet Mba Afolabi is a mother, a wife and a journalist.
Why did you decide to go into publication?
I decided to go into the publication of Scroll because I got
to a point where I felt I needed to recharge my passion for
journalism. I was a co-founder of the Insider Magazine and
for six years I had been into partnership with the publication
of the Insider Magazine.
At a point I felt I needed more challenge because before then
I was comfortable and relaxed doing my job, so I needed something
that will make me work harder. I needed to do something new,
so I felt the only way to get unstruck was to pull out and
start something new and different.
Who is your target audience?
Educated people, intellectuals, teachers, bankers, politicians
and students too because there is a column or section where
they can learn one or two things.
What is the Scroll Magazine all about?
The Scroll is a general interest magazine that has something
for everyone. There is a column where a Senior Lecturer from
the University of Lagos, Dr. Igwe, writes on English for Business
Communication. So if you are a business person, when you read
the column you will learn a lot from there. You will learn
how to write business communication letters or how to communicate
verbally for business purposes. There are other sections that
you will find whatever you are looking for. Just like I said,
it is a general interest magazine. There are things on politics,
health and other regulars which are not in other magazines.
How is the Scroll Magazine doing in the market?
So far so good. Based on the reports we are receiving from
the nationwide returns, I’m encouraged because I did
not know I will be able to come this far. There is always
an intimidation that publishing is this and that but I believe
everyone has his or her own style and skill. So what is difficult
for one person might be simple for the other, depending on
the approach used.
Is it a daily or weekly magazine?
It is a weekly magazine.
How would you define scroll as a brand?
Scroll is a brand targeted at the generality of people. It
is a mixture of hard and soft in that you find passion in
it. The center spread which you don’t find in any of
the other magazines is targeted at those who have made it
and also as an encouragement or inspiration to the younger
ones. You also find a section that tells you about things
that happened in the past which one has forgotten.
Why the name Scroll?
I wanted a name that has something to do with information.
If you look at the origin of Scroll, even in the Bible, it
was about information. In this modern age, our computers,
phones, you have to always scroll for information.
What are you doing to make sure it remains strong and relevant
in the market?
I am doing a lot of things; a lot of concentration, meeting
those that have been in the industry for advice. I would not
want to say most of the things I am doing for it will mean
letting the cat out of the bag. It’s like asking me:
what is the secret of my good cooking?
How would you define marketing?
Marketing is simply bringing a product to fill the need or
a vacuum in the society. It is equally about knowing what
the people want and making it available to them and at the
end get value for their money.
How have you created a niche for Scroll?
I have created a niche for Scroll Magazine because of its
contents and what it represents. I always receive calls from
people telling me about the particular section or column they
like most. The Scroll personality is equally an attraction
because most people buy the magazine to know the personality
featured for the week. The personalities also appreciate it
because it’s free. This center spread is in full colour.
Is marketing peculiar to an environment?
In a way, I feel marketing is peculiar to an environment because
the way you market in the North would be different from the
way you market in the South. The way you market a product
depends on the culture, norms, tradition, values. I think
it is peculiar to the environment and people.
How have you captured the mind of your customers?
Because of the kind of information we give to them in our
magazine, they are always looking forward to the next edition
because there is always something new that will be of interest
to them.
What is your mission and vision for The Scroll?
My mission is to maintain a balanced and matured kind of journalism.
Because of the training I got when I was with Newswatch and
my passion for journalism, I want to maintain a balanced and
matured kind of journalism. My vision is to be up there, to
be one of the best ever published magazines in the country.
To be among the top players in the industry.
What advice would you give to young people who wish
to do your kind of business?
They should be committed and determined because you will meet
disappointment, discouragement and a lot of challenges. I
will tell them to hold on and stand firm because after the
rain comes sunshine and after the darkness comes light, they
should not run away when they see the darkness because determination
will lead them to the light.
Who are your marketing heroes?
I don’t have a hero.
What branding lessons have you learnt on this job?
I have learnt to project my publication, you should not sit
at home because you feel your publication is known and therefore
should sell itself. Rather you should continue to advertise,
create awareness, promotional programmes. Look at Coca-Cola,
as old as it is, they still advertise and market their products.
The Nigerian Breweries is not left out because you still find
them at different places, marketing and promoting their products.
So if these people can still market to keep their brand in
the market, then we need not relent our own efforts too.
How is the marketing environment in Nigeria?
Very harsh. People don’t read. Information are gotten
from Internet, to the extent that your magazine can even be
read on the Internet. But we have to keep publishing, else
our profession will be endangered especially those of us in
the print. I can’t do any other job or work except journalism.
How do you intend to fight your competitors?
I do not have a competitor, so there is no need to fight.
All of us in the publishing industry have our own styles and
for every nation, there is a direction. Every paper has its
own direction and focus. I am like a flying horse and I just
run my race, because I do not have a competitor, so I don’t
fight anybody.
If your brand were to a be a human being, how would
you describe it?
It would be a kind person, appealing, attractive, young, inviting,
accommodating, a beautiful bride with character.
What would life be without marketing?
Without marketing, life will be very dull. You won’t
find products, you won’t see people advertising, |
