LEADERSHIP: A story still telling 20 years after

Several good things happen in the bedroom, often the place of rest and renewal. Sometime in 2004, Sam Nda-Isaiah and his wife Zainab conceived the idea of a newspaper there. 

She told the story before of how her husband got up in the wee hours, scribbled a few things in a jotter, and asked what she thought of the names and the sketch. That was not the day the newspaper started, of course. But it was only a matter of time.

That idea, which later became LEADERSHIP, has evolved from the feisty flimsy of decades ago into a news content company with a stable comprising some of Nigeria’s most fearless and authoritative news brands. Let’s walk back through the years that fostered this growth.

The pharma’s lab

Sam, as the founder was fondly called, was a journalist who happened to be a pharmacist. His father, Clement, was one of Northern Nigeria’s most durable newspaper deskmen with a strong interest in sports. He worked in New Nigerian Kaduna, but his influence and reputation went far and wide. 

His son, Sam, branched off into journalism after studying Pharmacy at the Obafemi Awolowo University Ife and working briefly at Pfizer. The transition might have been a vocational accident. I think, more appropriately, it was a triumph of the genes. He first joined Daily Trust, then in its infancy, as one of the newspaper’s columnists. 

After years of column-writing, he compiled his selected works into a book, Nigeria: Full Disclosure, before launching a newspaper. It took a lot of work, though. Before the newspaper, he started a newsletter, LEADERSHIP Confidential, a highly-prized window on life, politics and powerplay among Abuja’s high and mighty, patronised by embassies and the political glitterati. 

Confidential mafia

Professor Mahmood Yakubu, Malam Abba Kyari, Adamu Adamu, Mamman Daura, Abba Mahmood, and Adamu Suleiman, people who knew the dark secrets of government, were among the most valuable anonymous contributors. But the newsletter wasn’t enough for Sam, the man of big ideas. He wanted to do more. 

He gathered the money from the launch of Full Disclosure, which was about N20m then. With a small team comprising Nnamdi Samuel, Abraham Nda-Isaiah, Uche Ezechukwu, Demola Abimboye, Winifred Ogbebo, Douglas Ejembi, Audee Giwa, Kingsley Chukwu, among his earliest staff, he released a preview towards the end of September 2004, before the maiden edition on October 4, dedicated to God and country. 

God and newspapers

I’m not sure God reads newspapers. But countries pay attention. A few notable newspapers have significantly affected the course of their countries for ill or for good. When Rudolph Hearst started the New York Journal, his motive was clear: how to run Joseph Pulitzer’s New York World out of town. 

That rivalry inflamed one of the most hysterical eras in American journalism, including Hearst’s use of his press to instigate deadly conflicts with Spain.

However, the US press also had its unlikely heroes, one of the most remarkable being Katherine Graham, daughter of the founder of The Washington Post. 

Whatever Jeff Bezos may have unmade of the brand today, ThePost, on Katherine Graham’s watch, was the newspaper that defied the US government to publish the Pentagon Papers and the Watergate story, two of the most consequential scoops of the 21st century. 

Loaded gun

I’m not saying LEADERSHIP is The Post. Not yet. I’m saying that newspapers can affect their countries’ trajectory one way or the other. Lord Beaverbrook eloquently said, “[Press power] is a flaming sword, which will cut through any political armour…that is not to say that any great newspaper or group of newspapers can enforce policies or make or unmake governments at will, just because it is a great newspaper.

“Many such newspapers are harmless because they do not know how or when to strike. They are in themselves unloaded guns. But teach the man behind them how to load and what to shoot at; they become deadly.”

The youngest and longest-serving Former British Labour Party Prime Minister, Tony Blair, knew this. For most of his years in Number 10, whenever the media mogul Rupert Murdoch called once, Blair answered twice.

But again, LEADERSHIP is not SUN or Times of London. Nor is Olusegun Obasanjo, Blair. Yet, Nigeria’s President Obasanjo would not forget LEADERSHIP in a hurry. In Too Good to Die: Third Term and the Myth of the Indispensable Man, the epic catalogue by Chidi Odinkalu and Aisha Osori, we read about the daring ambition of the former president to wrest an illegal third term. 

Beacon, always

Even in its infancy, LEADERSHIP was perhaps the most consequential newspaper that frustrated Obasanjo’s ambition. It has remained just as much a scourge of crooked leaders as a champion of Nigeria’s unity. 

For example, Imam Abubakar Abdullahi came to the limelight after the company’s awards and conference subsidiary recognised the cleric for sheltering Christians in his mosque at the height of the deadly sectarian violence of 2018 in Jos. 

Again, this year, Auwalu Salisu, a Kano-based tricycle rider awarded by the newspaper for returning N15m to the owner, received an avalanche of praise, including a cash award of N250m by the Niger State government, which Governor Mohammed Umar Bago has redeemed and kept in the care of the Sam Nda-Isaiah Foundation.

The newspaper remains fervent in its fight for press freedom, regardless of which Witchfinder General wants to undermine the press. Its dogged pursuit of the “unidentified” persons who murdered Nigerian journalist James Bagauda Kaltho in 1996, for example, led it through a labyrinth of minefields from Durbar Hotel, Kaduna, where he was bombed, through the trail of one Russell Hanks believed to have been a US envoy in Nigeria, and back to the US Embassy. The murder is still unresolved.

Neighbour-to-neighbour

There is another moment that bears retelling. In the heady days after the 2015 general elections, when the former Minister of Niger Delta Affairs, Godsday Orubebe, besieged INEC Chairman Professor Attahiru Jega and threatened hell as the final results were being announced, the rogue economic wing of the PDP under the auspices of Neighbour-to-Neighbour, offered publishers vast sums of money to publish an advert that President Goodluck Jonathan had won the election. 

An unsuspecting LEADERSHIP staff collected the money and gleefully called the publisher to inform him that the newspaper’s bread had been buttered. Sam, whose fury, even at the best of times, was like a raging storm, was on another level of fury. He ordered that the bag of cash be returned immediately. Not long after the money was returned, Muhammadu Buhari was announced the winner, and Jonathan conceded defeat within the hour. 

Ghana-Must-Go!

In these 20 eventful years, LEADERSHIP readers have had an unfailing companion – Ghana-Must-Go, the irreverent cartoon strip on the back page. In my time here, I can only remember once when GMG was stricken and bereft of wit: December 11, 2020, when Sam passed. The cartoon character was, understandably, devastated: Its life, the life of the newspaper and many who depended on it, was suddenly hanging by a thread!

The last twenty years have been quite an odyssey, with the fast-changing media ecosystem, the increasing adoption of generative Artificial Intelligence, Big Tech’s abuse and misuse of content, rising costs, and changing audience demographics forcing the industry to recalibrate. 

Overall, though, the journey that started in the bedroom over twenty years ago has made significant strides for God and country!

And long may it live!

Ishiekwene is Editor-In-Chief of LEADERSHIP and author of the new book Writing for Media and Monetising It.