By Faridat Salifu
Media leaders have urged journalists to prioritise sustainability reporting and adopt innovative business models during the 2025 National Sustainability Week.
The Media Sustainability Training Program, held on Tuesday, at Sterling Boulevard, Abuja, was organised by Sterling Bank Holdings in partnership with the Climate Africa Media Initiative and Centre (CAMIC), with support from The Alternative Bank and Nature News Africa.
The program, themed “Storytelling for Good: Reporting Sustainability, Innovation and Nigeria’s Future,” brought together editors, producers, journalists, broadcasters, and digital creators from across the country.
Mrs. Bunmi Ajiboye, Chair of the Sustainability Working Group at Sterling Financial Holdings Company, said storytelling shapes public understanding, culture, and policy, making journalists critical partners in driving sustainability.
Ajiboye noted that sustainability reporting extends beyond environmental issues to development, economic growth, innovation, and people-centred solutions.
She explained that Sterling’s investments in renewable energy, circular-economy startups, climate-smart agriculture, and youth empowerment demonstrate the importance of communicating progress effectively.
“Your stories can ignite action, correct misinformation, and inspire change,” she said, emphasising that media professionals have the authority to influence how Nigerians perceive sustainability.
Akogun Isiaq Ajibola spoke on financial sustainability, urging media organisations to diversify revenue streams beyond traditional advertising and print circulation.
He said shrinking ad budgets, inflation, and the migration of advertising to global digital platforms have made reliance on a single revenue source increasingly risky.
Ajibola cited examples of global and local adaptation, including The New York Times’ shift to subscription-led digital services, Premium Times’ blend of grants and investigative funding, and BusinessDay’s investment in premium content and events.
He recommended that Nigerian media explore digital subscriptions, events, branded content, data services, podcasts, training programmes, and philanthropic support to strengthen resilience.
Ajibola stressed that revenue growth must be paired with cost control measures, including lean newsroom structures, digital-first workflows, and strict financial management.
Participants were also urged to engage in professional networking, continuous learning, and peer collaboration to improve journalism quality, especially in the absence of strong labour unions in the sector.
The training highlighted the role of technology in content distribution, audience targeting, and website visibility, noting that most online traffic now comes through social media referrals.
Journalists were advised to ensure their platforms are functional and optimised for reach, while taking advantage of digital tools to place content before the right audience.
Speakers further stressed the importance of niche and specialised reporting, highlighting that platforms such as Nature News Africa can attract audience trust, sponsorship, and investment more effectively.
They warned that competing in overcrowded political and economic news spaces without a clear focus reduces opportunities for growth and long-term sustainability.
The Media Sustainability Training Program ended with a call for journalists to embrace sustainability reporting as a responsibility that combines editorial credibility, financial resilience, and societal relevance.