By Peace Udugba
The Congress of Journalists and Publishers of Nigeria (CJPAN) has expressed concern over what it described as the growing exploitation of media organisations by consultants and middlemen, urging government agencies, banks, telecommunications firms and corporate organisations to engage directly with media owners.
The association said the increasing reliance on consultants to manage media relations has denied publishers direct access to advertising and media support budgets, placing many media organisations under severe financial pressure.
Speaking on the development, CJPAN President, Comrade Funmi Olowosegun, appealed for calm among journalists and media owners, assuring members that the association would engage relevant institutions and stakeholders to address the situation.
According to the association, the Nigerian media has for decades served as a vital bridge between institutions and the public by reporting government policies, promoting businesses, shaping public discourse and holding public officials accountable.
However, CJPAN said many media organisations are now battling financial hardship, attributing the situation to a system in which consultants and middlemen have become gatekeepers controlling access to advertising budgets and media support.
The association alleged that the practice has significantly reduced the value of media services, noting that advertorial rates which once reflected the true cost of news production have been replaced by token payments that are no longer sustainable.
It claimed that while a standard advertorial in a credible media organisation previously attracted about ₦350,000, some institutions now provide annual media support ranging from ₦20,000 to ₦45,000, despite rising operational costs.
CJPAN, however, acknowledged that some organisations have adopted more sustainable media partnership models. It cited the example of a financial institution that provides structured support of ₦500,000 every six months to journalists, amounting to ₦1 million annually.
According to the association, other organisations provide annual support ranging from ₦150,000 to ₦500,000, while some only distribute gift vouchers valued between ₦10,000 and ₦100,000 for a year’s media coverage.
The association argued that such support is inadequate considering the cost of salaries, office rent, diesel, internet services, digital infrastructure, equipment maintenance and content production.
It also criticised the growing practice of sending multiple press releases daily to online media organisations with the expectation that they would be published immediately without payment.
CJPAN noted that although many media organisations publish such materials to maintain relationships with institutions, they bear the costs of editing, design, hosting, bandwidth and content distribution.
According to the association, the current system has left many publishers struggling to pay staff salaries, invest in technology and undertake investigative journalism.
It further alleged that consultants and middlemen now determine which media organisations receive advertising opportunities rather than allowing institutions to engage publishers directly based on credibility, reach and professional competence.
Describing the development as harmful to journalism, CJPAN maintained that consultants should focus on reputation management and crisis communication rather than controlling advertising budgets meant for media organisations.
The association warned that weakening the financial capacity of the media could undermine ethical journalism and ultimately affect public access to credible information.
“When journalism is driven by survival rather than ethics, everybody loses—the institution, the media and the public,” the association stated.
CJPAN called on ministries, departments and agencies, financial institutions, telecommunications companies, multinational corporations and other businesses to restore direct engagement with media owners.
It said direct partnerships would promote transparency, accountability, stronger brand visibility and a healthier media ecosystem while ensuring organisations receive better value for their investments.
The association also urged corporate organisations to establish realistic media budgets, adopt transparent criteria for media engagement and eliminate unnecessary bottlenecks created by consultants and middlemen.
At the same time, CJPAN challenged journalists and media owners to continue improving professional standards by providing credible audience data, demonstrating measurable impact and offering value-driven media solutions to clients.
Reaffirming its commitment to protecting the interests of media practitioners, the association appealed to members to remain calm while it intensifies discussions with relevant stakeholders.
CJPAN stressed that its campaign was not about seeking charity but about promoting fair business relationships that would restore dignity, professionalism and sustainability to Nigeria’s media industry.
