Protected: Ikeja Record

In early 2023, Ikeja Record was launched to transform the media landscape in Ikeja and greater Lagos through grassroots journalism. This digital publication aimed to address gaps left by mainstream outlets by focusing on underreported stories for a younger audience. 

Initially, Ikeja Record faced significant challenges, existing more as a concept than a functioning entity, lacking staff, articles, and an audience. To overcome these hurdles, it tapped into the resources of the Nigerian Media Innovation Program (NAMIP), evolving from a fledgling idea into a vibrant digital media outlet. Through strategic development, it began to attract a growing audience in Ikeja, crafting a media narrative that resonates with their interests and aspirations. 

Click Here to Download NAMIP’s 3 Year Impact Report

The Challenge: What Needed to Be Solved 

Despite a clear editorial vision, Ikeja Record initially lacked the infrastructure, human capital, and resources to deliver on its mission. Key challenges included: 

• No digital presence: No website, social media accounts, or publication infrastructure. 

• Limited operational capacity: No full-time team or structured workflow to produce content. 

• Sustainability concerns: No revenue model and heavy reliance on grants. 

These were significant because the newsrooms wanted to serve younger audiences who consume news rapidly and socially. Without robust platforms, engaging content, and a viable business model, it risked missing the mark entirely. 

Ikeja Record’s Journey and Transformation 

Within the NAMIP cohort, the newsroom undertook a comprehensive, multi-faceted strategy designed to enhance its editorial and operational strategies. The approach spanned several key areas: 

Organizational Development: Ikeja Record expanded its team from one full-time staff member in March 2023 to a structured group of editors, reporters, designers, and a business development officer by 2024. The newsroom added three new staff members, provided extensive training programs, and established clear governance structures and workflows to enhance efficiency and accountability. 

Platform and Audience Building: To enhance its digital presence and reach a broader audience, Ikeja Record launched a fully operational website and established accounts on social media platforms such as TikTok, Instagram, YouTube and Twitter. A significant initiative was the creation of the “Ten Things” newsletter, which offered a curated summary of important news from Ikeja, Lagos. This newsletter had garnered over 200 subscribers, indicating strong community engagement interest in local news and governmental accountability through its reporting. 

Over the past year, Ikeja Record’s social media presence has experienced steady growth. The number of followers on TikTok has surged to over 43,000, while the Instagram account has surpassed 12,000 followers. This increase in followers has resulted in a consistent rise in revenue through content monetization on TikTok, sponsorships, and native advertising. Additionally, the visibility of the newsroom has improved, with monthly social media views exceeding 1 million. Furthermore, content on the website has received over 2 million impressions, and some viral videos have captivated audiences, achieving more than 600,000 views each. 

Content and Community Engagement: To engage younger audiences, the newsroom prioritized visual appeal and cultural relevance in content creation, utilizing innovative video storytelling on platforms like TikTok and Instagram to cover local topics, such as the Lagos Blue Line rail project and popular attractions. They produced over 600 unique stories while ensuring originality and accessibility. Ikeja Record’s content has garnered high engagement, with a TikTok video surpassing 520,000 views and 5,000 comments. Moreover, the “Ten Things” newsletter has gained over 200 subscribers, achieving an average open rate of 35%. This growth enhances community benefits and promotes ongoing engagement within the newsroom’s ecosystem 

Revenue Diversification: Acknowledging the necessity for financial sustainability beyond conventional funding sources, the newsroom has proactively devised a range of non-grant revenue strategies. These strategies include ventures such as advertising, the creation of branded content, and the establishment of commercial partnerships to broaden income sources. Furthermore, NAMIP has backed training sessions for the newsroom that are focused on revenue diversification, managing sales pipelines, and using data-driven insights for audience growth, which are vital for enduring financial stability. Through these interconnected approaches, Ikeja Record is not only improving its operational capabilities but also creating a sustainable framework for influential journalism in the area. Financially, Ikeja Record has made considerable progress towards sustainability. The most significant accomplishment is an impressive increase of over 96% in non-grant revenue in 2024 through advertisements and content sponsorships. This growth indicates not just an upward trend but also mirrors the newsroom’s continuous efforts to monetize its offerings and diversify income streams, establishing a strong foundation for financial stability and operational continuity.

Lessons Learned: Key Takeaways for Other Media Organizations 

• Meet the Audience Where They Are: Ikeja Record prioritized engaging its target audience on active platforms like TikTok and Instagram. By tailoring content to suit these platforms’ unique characteristics, the newsroom effectively connected with a wider audience in an organic and relevant way, boosting engagement.
• Mentorship and Training Matter: The support from NAMIP provided Ikeja Record through dedicated coaching that played a crucial role in refining its vision. This coaching not only helped clarify organizational goals but also equipped the team with the tools and methodologies needed to transform those visions into actionable, measurable outcomes.
• Revenue Diversity is Critical: Ikeja Record recognized the risks of relying on a single funding source and proactively diversified its revenue streams. By creating non-grant income opportunities like sponsorships, adverts, and event collaborations with other newsrooms in Lagos, the organization has strengthened its financial stability and resilience in a changing media landscape.
• Local Focus Drives Loyalty: Ikeja Record’s focus on hyper-local reporting built strong community ties and trust. By prioritizing local stories, the media organization enhanced its connection with the community, fostering audience loyalty and engagement, and positioning itself as a vital resource for daily information and support. 

What The Future Holds for Ikeja Records 

Over the past two years, Ikeja Record has defined its strategic growth and sustainability through the lessons learned by implementing the following product developments. 

• Expansion of Newsletter and Audience Engagement: Ikeja Record plans to enhance its newsletter and audience engagement by using advanced analytics and user data to create tailored content. This personalized approach aims to resonate with diverse readers, fostering deeper connections and encouraging habits around the valuable information provided. 

• Exploration of New Monetization Models: To diversify its revenue streams, the newsroom plans to increase advertising revenue, offer merchandise, and provide subscription-based products that deliver exclusive content and benefits, thus adding value for Ikeja Record’s supporters. 

• Strengthening Operational Efficiency and Editorial Quality: In their pursuit of growth, the newsroom will focus on investing in staff training, optimizing workflows, and implementing best practices to ensure that they continue to deliver high-quality journalism while efficiently managing resources. 

• Amplifying Underrepresented Voices and Fostering Civic Dialogue: By creating platforms for discussion and storytelling, Ikeja Record aims to encourage participation in important civic matters, fostering an engaged and informed community.  

The evolution of Ikeja Record from a simple concept sketched out on paper to a vibrant, youth-focused media brand is a testament to the potential that lies in mission-driven innovation that meets community journalism. Throughout its development, Ikeja Record has leveraged the strategic support provided by NAMIP, used it to refine its platforms and tailor its content to meet the needs and interests of its audience. 

Click Here to Download NAMIP’s 3 Year Impact Report