ACE ONLINE PUBLISHER HARPS ON BRANDING AT 4TH ESTATE REPORTERS’ UNVEILING IN PORT HARCOURT

As the Publisher of 4th Estate Reporters, an online newspaper, I had in two different occasions  taken out time to meditatively read ‘Built To Last’ a 342 – page  mind blowing, insightful and strategic business book; about successful habits of visionary companies and how they built strong presence as global brands: written by Jim Collins and Jerry I. Porras.

Apart from the law of consistency, these companies are quite conscious of the ever aggressive  competitive market and therefore, continually remind themselves of the distinction between core and non-core, between what should  never change and what should be open for change, between what is truly sacred and what is not. 

In managing 4thestatereporters.comas an online brand, I had had reasons to effect some changes in the editorial policy of the media outfit, news categorization, style of reportage,  target audience and mileage. I had also made a slight change on the insignia of the brand, although benign in both approach and adaptation.

Making real cash in the new media is not a walk in the park, it takes uncommon passion and love for the job, patience, consistency and sacrifices. Above all, God’s super abundant grace. In a number of occasions, admittedly, we had hit the big box like a thunderbolt, while in other  occasions, we were as dry as the harmattan season on the Rock of Gibraltar! Nevertheless, we have never relented as passion remains the only oil that lubricates and drives the wheel of progress of any business venture or life adventure.

Without being guilty of sounding immodest, and with all sense of humility, we are gradually but assiduously building an acceptable brand.

From a business background, I understand that successful branding strategies are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product on the market quiet like your product.

But can a successful brand appeal to everyone?  The answer is an emphatic NO!  The same concept of singularity makes certain that no one brand can possibly have a universal appeal. 

While it takes international online newspapers to respond to prospects mails, 4thestatereporters.com fills the gap and becomes the most responsive and proactive credible alternative within that context while building credibility.

How did we achieve this? By leveraging on that very opening, broadening our base and widening the appeal.

As an online brand, we are also quite aware of the seismic shift taking place in the world of business. The shift from traditional buying and selling to digital marketing and online presence. This shift is enhanced by, accelerated by, and caused by global change in brands competitiveness and adaptation.

Canon and Nikon cameras come to mind in imaging, LG and Samsung in electronics, while Apple and Infinix Note series in Mobile smart phones. You must carve your own niche, an endearing one at that.

In this information age, one may go out of business if one remained perpetually in the traditional and primitive way of doing business.

 “Good a thing, a number of print media publishers in Imo State in particular are gradually adapting to this change unlike before when they expected someone in Europe to come back home to patronise their tabloids. Good to note also, is that some radio stations are now on live streaming during their programmes.  This immediate change trend and adaptation   does not take almost forever like  the expected political wind of change; in the case of the All Progressives Congress (APC) in Nigeria under President Muhammadu Buhari.

Nonetheless, the power of a brand lies in its ability to influence purchasing behavior. But a brand name on a package is not the same thing as a brand name in a mind. 
“A brand is what people say about you in your absence.”

At 4th Estate Reporters, ours is to get to the mind first before getting into the market. And through this, we have gained a reasonable share of the market and a wide spectrum of social contacts and  rich audience turned clients.

Our growing performance index online has given us the impetus to push further the frontiers on the cyberspace and blogosphere as  4thestatereporters had recorded  not less than 20, 000.00 readership in some popular and speculative storylines like; Security Watch, Crime, Lifestyle, including political reports.

The resultant effect is the relative patronage we enjoy from home and abroad, especially, among  people we have not met in persons –  Hon. L. Asuzu – The Glen Suites Hotels; Naze, Owerri and Engr. Emmanuel Ihenacho: USA Ambassador &  Coordinator,  Shared Prosperity Administration.

Many thanks to former Ondo State Governor, Dr. Olusegun Mimiko, former Anambra State Governor, Mr. Peter Obi, former Presidential Spokesman to late President Umaru  Yar’Adua, Mr. Segun Adeniyi, now Editorial Board Chairman, Thisday Newspapers.

At the home front, we thank in no small measures great Imo sons and daughters, the political and business class, media colleagues and loyal friends, who have remained true to friendship both online and offline. To these people, we owe some gratitude.

As 4th Estate Reporters officially unveils its brand in Port Harcourt, the Rivers State capital, starting with a Press Conference, we wish to warmly acknowledge a few  kind hearted leaders that have played some supportive roles and also stood by us in season and out of season since inception, among whom are:

High Chief Johnbosco Ozigbu (Ogwuaga of Ogwuaga), PhD.

Rt. Hon. Amarachi Iwuanyanwu – Deputy Speaker, Imo State House of Assembly .
Prince Chikwem Onuoha – Critical Stakeholder in Okigwe political leadership|Youth-friendly politician.

Chief Michael Onuoha (Eririego of Igboland, Lord Earl) – Chairman, Fradril Oil Services & Allies Group 

Chief Jeff Uju, (Akurulo of Abba).

Prof. Francis Dike, SAN – former Imo State Attorney-General

Dr. Fabian Ihekweme – former Imo State Commissioner for Foreign & International Affairs.

His Royal Highness, Eze (Dr.) Chukwudi Ihenetu – Eze Igbo in Ghana.

Amaigbo Unity Forum under Engr. Cletus Egbuzie.

United Isu Progressive Union under Chief (Engr.) Celestine Opurum.

To High Chief Bright Chimezie, Publisher of Nigerian Horn newspapers, Mr. Arinze Alinnor , Managing Editor of P.M.Express, Ola Samuelson, Editor of Statesman Nigeria, Chief Sam Onwuemedo, Publisher of WhitePaper Newspaper, Mr. Alex Nwankwo of Abuja Press and State Press, Nairaland Group, Opera News, etc, and many others, who have contributed in pushing 4th Estate Reporters to the world, our gratitude remains eternal.

Njoku MacDonald Obinna,

Country Director, 4th Estate Reporters.