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The advertising industry in Nigeria: Maximising the post-COVID reality – Seyi Tinubu

Since the launch of the first news outlet in Nigeria in 1859, Nigeria’s advertising industry has grown to become a flourishing self-sustaining ecosystem valued at a whopping 425 million U.S. dollars as of 2017 and a projected foreseeable exponential growth in the coming years as a result of the dominance of internet revenue. While many other industries are gradually recovering and working to bounce back from the impact of the COVID-19 pandemic, this economic powerhouse is set to remain on an upward trajectory Post-covid.

Amidst several months of grounded airplanes, closed churches and empty streets, several countries and global economies have experienced the shock waves of the COVID-19 pandemic. From real estate to finance and healthcare – especially healthcare – almost every sector of the economy has been touched in one way or another. One industry, however, has remained unshaken, resilient, withstanding all the knocks and shocks and continuing to thrive despite oppositions – advertising.

This is not to say that commercial advertising did not experience its fair share of economic downturn, even taking a significant plunge during the pandemic year. In fact, many brands reordered their priorities entirely, choosing to engage in COVID-19 awareness campaigns across social media. Some others took to leveraging collaborations with non-governmental organizations (NGOs) as well as the government to consolidate efforts and flatten the curve of COVID-19 spread, and provide relief packages to vulnerable target groups within the society – although, in hindsight, this may have been a strategic move to ensure that brands are projected positively continuously.

In any case, the advertising industry globally is fast rising back to pre-pandemic levels and even experiencing exponential growth— a vast contrast from the diminishing returns that it had begun to experience a few years back — and the reason is not far-fetched. Several factors are responsible for this drastic turn of events. Firstly, it goes without saying that advertising thrives on consumer behavior. And if there’s one thing we can be certain about post-pandemic, it’s that consumer behavior has changed significantly. What thriving and innovative advertising companies did during the pandemic was to change with the times and seasons that consumers were in. This meant changing from regular TV and radio advertising to digital advertising. This switch was to align with the fact that consumers spent more time at home in front of screens. Commuting time was allocated to binge-watching videos online, and as a result, digital reigned supreme.

Today, COVID-19 has definitely expedited the process of transforming legacy marketing structures and practices for the digital economy. In Nigeria especially, the pandemic served as an exponential accelerator for connected TV and E-commerce marketing- which though were already in place, were struggling to gain widespread popularity. By dwelling more on social media and direct response selling, retailers were able to sell their goods to a wider audience due to shifting consumer behavior to online trade channels, thereby promoting the growth of Nigeria’s e-commerce industry.

This wasn’t the case in the last decade. Just a few years back, advertisers in Nigeria spent a large chunk of their time, effort and resources trying to encourage consumers to buy something they haven’t seen or tried on. Brands across all industries struggled to use the power of their online presence to engage potential customers and drive them down the marketing funnel through video adverts, blogs, email newsletters, or other types of digital lead generation activities. Even before the pandemic, converting that online presence to actual sales was a difficult feat.

However, COVID-19 has drastically altered the rules of the game.

With the pandemic keeping everyone at home, time spent on convincing was less, and many more consumers became more inclined to buy things and use services they needed online. As a result, several mega-companies across Nigeria took advantage of this, leaving advertisers no choice but to keep up with the times, spending about $350 million on advertising and marketing. Whilst there was no dominant sector, the likes of telecommunications giant MTN and beverage colossus, Nigerian Breweries led the table as the highest spenders in the year.

The influencer niche is one area that has been cemented fully into the world of advertising. If there’s one thing that took the internet by storm in 2020, it was influencers. With the rise of social media, apps like TikTok, Instagram and Facebook (Now Meta) became entertainment hotspots for millennials and Gen Zs, more and more people rose to the influencer status, making the position crucial to Nigeria’s advertising industry. In fact, a survey carried out by the Nigeria Influencer Marketing Report (NIMReport) revealed that over 30% of advertisers now value influencer marketing as part of their marketing strategy.

Although we are no longer in the heat of the pandemic, it is incontrovertible that the pandemic brought a lasting shift to Nigeria’s advertising ecosphere. We may have coined the term “post-covid era”, but in actual fact, the pandemic has ushered us into a new age, a new season that we may never return from. This means that the bar has permanently risen for advertising agencies and businesses across Nigeria as consumers are now holding them to higher standards. What they demand nowadays are tactful and mindful marketing strategies. They’re no longer asking if you have what they want but rather expect you to have what they want.

To navigate this new terrain, advertising in Nigeria will need to be more data and technology focused, with advertisers working to integrate some form of artificial intelligence or machine learning into the mix. With the right data, advertising companies will be fully equipped to create the right consumer experiences across one or more dimensions of the four Cs of marketing: Commerce, Community, Content, and Convenience. Rather than a one-size-fits-all approach to these four areas, consumers require a more personalized experience.

Experts such as PWC have predicted that Nigeria’s entertainment market is poised to reach $10.8 billion (N4.4 trillion) in 2023, having reached $4.5 billion in 2018. With the interconnectedness of advertising and entertainment and the recent tactic of presenting advertising as entertainment, it is imperative that relevant stakeholders properly harness the immense benefits available for the advertising sector. This can be done in several ways, with collaboration being paramount. Partnerships between sectoral groups in marketing and communications will expand the advertising landscape of the Nigerian market and will bring world-class advertising opportunities and a broader reach to the target audience, clients and agencies. Advertisers Association of Nigeria (ADVAN), Media Independent Practitioners of Nigeria (MIPAN), Association of Advertising Agencies of Nigeria (AAAN), Broadcasting Organizations of Nigeria (BON) and other Industry leaders should consolidate their cooperations expertise on growth-focused activities that will cause the advertising industry to skyrocket in the coming years.

The pandemic has undoubtedly elevated the status of advertising and marketing, with both taking their rightful places as drivers of digital transformation, a key leader of the customer experience journey, and the voice of the consumer — all of which are of utmost importance to C-suite executives. This means that advertising now has the opportunity to seize an ongoing critical role in high-level dialogue and decision-making processes, thereby driving the company’s broader objectives and innovation agenda.

For brands willing to be creative and experimental with their advertising strategies, the post-COVID-19 reality is a unique moment to aim for higher market share.

Seyi Tinubu is a Nigerian entrepreneur. Seyi is the Chairman/CEO of Loatsad Promomedia and a member of the advertising practitioners council of Nigeria

Karen Akpagher And Premiere Academy: The “Truth” They Are Trying To Bury By Noah Christopher

Nearly six months ago, Premiere Academy entered media spotlight when news broke that one of its students, Karen Happuch Akpagher, had died in a hospital in Abuja. The news of the death of the 14-year old diabetics’ patient which occurred on 22nd June, 2021 soon became a hot issue as several media stories authoritatively claimed she was raped to death, sodomized and forced into an oath of secrecy to booth.

Expectedly, the Nigerian Police, first through the FCT Police Command and, later, the Office of the Inspector General of Police, promptly commenced investigations into the matter same June, leading to an autopsy conducted in July. Several other government agencies such as the Ministry of Education, the Directorate of Quality Assurance, National Human Rights Commission and a few other external bodies also waded into the case by conducting probes and investigations on diverse scales and to cover different angles. The Premiere Academy PTA and Board also conducted internal investigations. However, despite all the probes, answer to the key question of Who/What killed Karen has not been found. Interestingly, none of these probes has indicted the school or led to halting its operation.

Perhaps, tired of waiting for official police reports on the autopsy and investigation and seeking to prevent the issue from being swept into silence, Lemmy Ughegbe, an Abuja based journalist, human rights activist and school proprietor instantly activated his NGO, Coalition of Gender Based Violence Responders, to promote the cause of championing justice for Karen Akpagher. With Karen’s mother by his side, Lemmy Ughegbe and GBV Responders have launched a coordinated multi-pronged advocacy spanning media and political institutions, with the aim of getting the death of Karen hanged on Premiere Academy. The evidence, according to the media interventions by the group, is a report allegedly issued to the Akpagher family by Queen’s Hospital, Abuja that said decomposed condom particles were found in the late teenager’s genital, in addition to dead spermatozoa. No audio or video recording of the victim accusing the school or any staff of raping or sexually molesting her; no notation on rape or sexual molestation in the victim’s diary (from which a few media stories have lifted entries); no conclusive report from the autopsy witnessed by all parties and supervised by the police; no report from the police or any private investigator has surfaced to back the claim of rape to date.

Perverting Cause of Justice…

In what appears like frustration by failure of the coordinated campaign to nudge the relevant state and non-state institutions into a mob-styled condemnation of the school, the GBV Responders has further accused the school of blocking the Akpagher family from getting justice. The coordinated social media campaign to push this viewpoint claimed because the owner of the school is a highly connected Nigerian, he was using his connection to obstruct justice for Karen. However, to accuse a school that has opened its doors to and provided its officials for not less than sixteen (16) investigations, invitations, probes and interviews on this Karen matter by several interested bodies from June 25th to December 9th of persecuting the cause of justice seems unfair. Curiously, a check at the school revealed that the GBV Responders that has been championing this claim was one of the NGOs that visited the school on July 3rd to conduct an investigation. Others that have also visited the school, apart from the Police, include the Federal Competition & Consumer Protection Council (2nd July), Directorate of Quality Assurance, FCT Headquarters (2nd July), NAPPS, FCT Chapter (9th July), Abuja Municipal Area Council (9th July), Federal Ministry of Education (8th October), Association of Nigerian Female Students, FCT Chapter (22nd July), NANS, FCT Chapter (22nd July) and FCIID (Severally between 9th November and 9th December).

None of the visitors has accused the school of non-cooperation or obstructing investigation. This may be what has prompted the school to continue to declare that it has nothing to hide and would always welcome every noble effort made to get to the bottom of this sad event.

In trying to prove its innocence and disprove the charge of perverting the cause of justice, the school said it has written three letters to the police pleading for the public release of the autopsy report and report of investigation in the case. From copies sighted, the first letter dated 27th August, 2021 was addressed to the FCT Police Command while two other letters dated 1st December, 2021 and 6th December, 2021 respectively were addressed to the Inspector General of Police. While the police acknowledged receipt of the three letters, it has not responded to any of them or granted the school’s prayer. It is doubtful if the school’s action fits the charge of obstructing the cause of justice

Twisting The Story To Fit A Purpose…

It appears in order to get the school hanged for the allegation of rape, efforts had to be made to show that Karen left the school premises on the 19th June in “serious pains and barely able to walk” (to quote a respected columnist and social commentator who has weighed in on the matter) when she went home, never to return to the school.

Facts are sacred. So, here are a few incontrovertible facts our investigation turned up on how Karen left the school campus on the fateful day.

First, she was picked from school by her mother in person (together with an uncle of hers who had always been coming to pick and drop her on the mother’s instruction). She walked out of the school gate unaided, carrying her luggage to meet her mother. Her mother received her; they rode in the same vehicle and was taken home by her mother. It is doubtful that if she was in pains and unable to walk or manifesting any sign of unwell, the mother would not make immediate contact with the school and/or take her straight to the hospital. But, the mother drove with her from the school without any complaint and they went home together.

Moreover, she was at home with the mother from 19th to 21st when the mother said she developed a health crisis that made her to be taken to the hospital IMMEDIATELY on the 21st.

School’s CCTV clips on You Tube (https://youtu.be/hqOa2jg_Ym8) shows Karen in school from 17th June to the moment she exited school on the 19th. Before leaving school, she went to see an ophthalmologist outside the school, on the mother’s instruction, same 19th June. School’s academic record also shows she wrote CA tests on Friday, 18th June.

Could a 14-year old have been so super human to hide her pains effortlessly and appear bubbly while undertaking all the multiple tasks that filled her day in the manner the late Karen did?

The late Karen, it should be recalled, was a Diabetics’ patient constantly under strict health watch. She had been diagnosed to be diabetic since age nine years.

DNA As A Way Pointer…

The House of Representatives has directed that DNA test be conducted on all male staff of Premiere Academy, to fish out the alleged rape culprit. While the directive is commendable, our investigation shows that there is need to even cast the net wider in view of certain peculiarities uncovered about the Akpagher family environment.

For instance, it was discovered that Karen has two elder brothers who were also students of same Premiere Academy with her. While one graduated in 2020, the other was still a student in the school until after the unfortunate event.

She also has a custodian uncle who, it was discovered, was always going to pick and drop her in school. Unconfirmed report said this uncle organised a birthday party for Karen and some of her friends in a restaurant in town on April 10th to mark her 14th birthday. The uncle, it was further learnt, took her to the party.

It was also learnt that the same uncle picked only Karen from school during the id-el-fitri break on 12th May while leaving his brother behind to observe the break in school. This, from investigation, was found to be a departure from the regular practice of picking and dropping both students together.

Upon further probe, it was discovered that while the said Salah break was meant to end on 16th May, Karen was only returned to the school by her uncle on 23rd May, clear 7 days after resumption.

She was to die one month later; allegedly from a rape incident whose features, according to her mother and GBV Responders, left decayed condom particles in her genitals.

With the late Karen surrounded by two brothers who have their other male friends visiting the Akpagher home as well as an uncle who was found to have been mostly responsible for picking and dropping her in school, it is only fair and commonsensical to look way beyond the school in order to unravel the question of who could have raped the teenager, if indeed she was raped.

Justice Begins With Disclosures…

For justice to be done and seen to be done in the case of Karen Akpagher, the police needs to release the autopsy and investigations reports. So many questions begging for answers may remain unresolved until the Police reports are released. According to a cross section of analysts’ opinion, all parties in the case – the Akpagher family, GBV Responders and Premiere Academy – should jointly and individually put pressure on the police to do the needful rather than continue to throw mud around and promote wild, unfounded accusations. Unless the mud throwing is designed to achieve an end that the larger public does not yet know.

How God’s grace kept us throughout 2021 – Speaker Obasa

The Speaker of the Lagos State House of Assembly, Rt. Hon. Mudashiru Obasa, has urged Nigerians not to despair but be thankful to God for His grace.

According to Dr. Obasa, it was only the grace of God that has kept Nigeria and Nigerians till December 2021 despite the many challenges the country and her citizens have had to face within the year.

The Speaker said this on Thursday at an end of the year thanksgiving and Christmas outreach organised for staff of the Lagos State House of Assembly and their wards at the Assembly complex.

He explained that the House had every reason to thank God for the year because of the successes it recorded in legislative activities including in the passage of bills, motions and resolutions that are meant to improve living, peace and happiness among the residents of the state.

“I will sing praises because, together with my colleagues, members of staff of this Assembly and my team at the Office of the Speaker, we recorded huge successes in terms of legislative activities this year,” Obasa said.

Concerning ‘Abundant Grace’, the theme of the thanksgiving, Speaker Obasa noted that the Bible is replete with verses emphasising the grace of God upon individuals which make them victorious each time they have to face some of the challenges of living.

In his sermon, Prophet (Dr) Samuel Kayode Abiara, the General Evangelist Worldwide of the Christ Apostolic Church (CAC), who was the guest minister, emphasised the need for Nigerians to be closer to God at all times.

He also prayed for Nigeria ahead 2022.

IT’S A SEASON OF GRATITUDE AS EMZOR ENDS THE YEAR WITH AN EVENING OF PRAISE, WORSHIP, MUSIC AND DANCE

It was indeed an evening of praise, worship, music and dance as a Nigerian leading pharmaceutical company, Emzor Pharmaceutical Industries Limited marked it’s annual end of year thanksgiving event to bring the year 2021 business to a close on Sunday in Lagos.

Welcoming the guests to the event appropriately tagged ‘a Season of Gratitude’, the Founder and Group Managing Director (GMD) of the company, Dr. Stella Okoli, OON, said it’s the tradition of the company at the end of every year, to thank God, give gratitude to Him, because He is the owner of everything. “He owns Emzor and He has taken Emzor this far.” She declared.

The GMD went further to thank the management team, members of staff of the company, all Nigerians as well as everyone that are part of the company’s success stories saying; “we appreciate your love and unflinching support for our company and your patronage of our wide range of quality pharmaceutical products throughout the years. You have lifted our spirit and strengthened our feet for the journey in the years ahead.”

Speaking further, Okoli said; “this is the 17th edition of the annual event, we thank God for His mercy, love and kindness and we know we wouldn’t be here celebrating today without special people like you. You have shown without doubt that Emzor holds a special place in your heart and you have demonstrated your fellowship with us in giving thanks to God for his kindness and mercy.”

In the same vein, in his opening remarks, the Chairman, Board of Directors of the company, Emeka Okoli, who attended the event virtually said they need to give glory to God, emphasizing that “despite the global economic challenges, the company has continued to wax stronger. And most especially, in the outgoing year, the company has opened new grounds and made more positive impacts in the lives of the people.”

In his sermon, the Guest Minister at the event, Pastor Remi Oluboba of the Redeemed Christian Church of God (RCCG), Lagos Province 36, said “the best way to appreciate God is to praise Him and show gratitude for His kindness.

Speaking from the book of Psalms, the clergyman said; God’s instruction is to “enter into His gates with thanksgiving, and into His courts with praise: to be thankful unto Him, and to bless His name.”

Some of the highlights of the event were goodwill messages from a good number of dignitaries present at the event, which included Mopa Esuga, Chief of Party, US Phamacopeia, Patrick Lukulay from Sierra Leone among others. There was also the cutting of the anniversary cake as well as the Long Service Awards and Recognition of 95 members of staff of the company who have spent good number of years with the company ranging from 10 to 35 years.

Introducing the awardees, the company’s Head of Human Resources, Ego Onuoha said “the company is appreciating and rewarding them for their loyalty. They are the main reason behind the progress and trailblazing achievements of the company. It is always our tradition to appreciate the workforce. We see them as the reason for the company’s existence.”

In her closing remarks at the event which had on the bandstand, a gospel singer, Bidemi Olaoba, who ensured that the event is filled with right dose of music and dance; the company’s Executive Director, Uzoma Ezeuke, said; “we shall continue to thank God. He is the one that have made everything possible for us at Emzor.”

https://youtu.be/GEw92HkXO4A

Breaking: Former NLC chairman is dead

A former chairman of Zamfara State chapter of the Nigeria Labour Congress (NLC), Jamilu Aliyu Zannah has died.

He died on Thursday after a protracted illness.

Before his death, he was said to be eyeing the Senate to represent Zamfara Central zone in the National Assembly.

Reacting, Governor Bello Mohammed Matawalle said he received with a heavy heart the news of the demise of Aliyu (Zannan Gusau), who is his close associate.

According to a press statement on Friday signed by the Governor’s Special Adviser on media, Zailani Bappa, the news of his demise was “indeed a great test of the will from the Almighty God

N’Korea bans laughing, alcohol for 11 days to mark death anniversary of former leader

North Korean citizens have been banned from laughing, drinking alcohol, or showing any form of happiness for 11 days as the country marks the 10th year anniversary of the death of former leader, Kin Jong Il who died in 2011.

Kim Jong Il ruled North Korea from 1994 until his death in 2011, and was then succeeded by his third and youngest son, current leader Kim Jong Un who has now become a maximum dictator.

Kim Jong Il died of a heart attack on December 17, 2011, at the age of 69 after ruling the country for 17 years in a brutal and repressive dictatorship.

The order which was released on Thursday, mandates citizens to observe the “11-day period of mourning where they are not allowed to laugh, drink alcohol or make merriment of any form.”

A North Korean resident who spoke with Radio Free Asia (RFA), was quoted as saying:

“During the mourning period, we must not drink alcohol, laugh or engage in leisure activities.”

The resident added that during the mourning period, “North Korean residents and citizens are not allowed to go grocery shopping, especially on Friday, December 17, the anniversary of Kim Jong Il’s death.”

“In the past, many people who were caught drinking or being intoxicated during the mourning period were arrested and treated as ideological criminals. They were taken away and never seen again,” he said.

“Even if your family member dies during the mourning period, you are not allowed to cry out loud and the body must be taken out after it’s over.

“People cannot even celebrate their own birthdays if they fall within the mourning period.”

Another source, a resident of the southwestern province of South Hwanghae, said police officers were told to watch for people who fail to look appropriately upset during the mourning period.

“From the first day of December, they will have a special duty to crack down on those who harm the mood of collective mourning.

”It’s a month-long special duty for the police. I heard that law enforcement officials cannot sleep at all.’

Why We Gave Buhari’s son A Title – Emir Of Daura Reveals

The Emir of Daura has given an explanation as to why the son of President Muhammadu Buhari was given a title recently.
The president’s son Yusuf Buhari will be turbaned as the Taliban Daura on Saturday, December 18 and become the District Head of Kwasarawa.

The Emir, Alhaji Umar Farouk stated that the reason for offering Yusuf the title was to prevent him from strolling around Abuja and Yola, his mother’s hometown.

He said: “We are giving him this title to reciprocate all the good things his father, President Muhammadu Buhari, has done to Daura.

“Even if you don’t like Buhari, you know that Daura of today is different from what it were six years ago. So, to reciprocate this gesture, we gave him the title of Talban Daura, which he gave to his only son, Yusuf. This will prevent him from strolling around Yola (his mother’s hometown) and Abuja.

“From University of Transport Technology to Federal Polytechnic, to good roads networks and many other development projects, Daura is today better than some states in the country, development-wise.

“We have many sons in Daura who excelled have excelled, but do not want to be associated with it, so Buhari stands out among them.”

Why President Buhari Is Yet To Sign Amended Electoral Bill – Source

A source in the presidency has claimed that President Muhammadu Buhari is in a tight corner about signing into law or rejecting the amended electoral act sent to him by the National Assembly.

According to the source, some strong people in government including state governors and lawmakers have been trying to prevail on the President not to sign the bill.

The source added that the President himself has nothing against signing the bill but is trying to consider the reservations and opinions of others on the matter.

Naija News recalls two major amendments been proposed in the bill by the National Assembly is the compulsory use of direct primaries by political parties to choose candidates for election as well as the provision to allow the Independent National Electoral Commission (INEC) to transmit election results electronically or decide otherwise.

The use of direct primaries or otherwise has however become a major bone of contention among stakeholders with many of the opinions that the state governors are against direct primaries because it would take away the control of party votes and choosing party candidates from them.

President Buhari has until Sunday, December 19 to either sign or reject the bill before him.

But the presidency source quoted by Daily Trust claimed Buhari is taking his time on the bill because of the pressure from interested persons.

“Contending forces are pushing their cases before him but we have no indication of what will happen. He has always been a promoter of direct primaries. He understands what is going on and he wants the system to be democratized,” the source said.

Meanwhile, as earlier reported by this online news platform, presidential spokesperson, Femi Adesina has submitted that signing the electoral amendment bill or not will not change the reputation already built by President Muhammadu Buhari as a democrat.

The spokesperson argued that Buhari has already etched his name in the sands of time as a leader with the highest regard for democratic values.

Adesina spoke last Monday amidst the agitations been generated by the content of the electoral bill forwarded for the President’s assent by the National Assembly.

Former South African President, Jacob Zuma Ordered Back To Jail By Court

A South African court Wednesday ordered former president Jacob Zuma to return to prison, invalidating the medical parole he was granted in September.

The decision to place Zuma on medical parole is “declared unlawful and set aside”, read the ruling by High Court Judge Elias Matojane.

Zuma, 79, was jailed in July for 15 months for contempt of court after he refused to give testimony to corruption investigators.

His jailing sparked violent protests and looting in his home province of KwaZulu-Natal that spread to the financial hub Johannesburg in July, claiming over 350 lives.

That was the deadliest violence in South Africa since the end of white-minority rule in 1994.

Current President Cyril Ramaphosa has described the unrest as an orchestrated attempt to destabilise the country.

Zuma was granted medical parole on September 5, but the exact reasons were never revealed. While in prison, he was taken to hospital for surgery to treat an undisclosed ailment.

Zuma can appeal the decision.

21-Year-Old Diploma Holder Jumps Into Lagos Lagoon

A young man who was filmed on Tuesday, December 14 jumping into a lagoon in Epe Local Government Area of Lagos State, in an attempt to commit suicide has been identified as Odunare Olalekan, a 21-year-old diploma holder.

The victim was said to have jumped into the lagoon in Epe area around 10 am on Tuesday over unknown personal issues.

According to reports, Olalekan whose body is yet to be recovered is a holder of an Ordinary National Diploma (OND) certificate and a worker at Alaro City, a sprawling mega estate along the Lekki-Epe Expressway, was captured in videos sitting on the rails of a bridge before jumping into the waters.

The man filming the scene could be heard trying to make small talks to distract him, but Olalekan who looked distressed never responded.

It was also learnt that the man who is presumed dead, left behind a one-year-old baby for his 19-year-old girlfriend.

Meanwhile, a 100 level student from Donga LGA, Miss Emuseh Lawi has died in Taraba State University Jalingo after one of the female hostels gutted fire.

Naija News reports that there was a fire outbreak at the Zenith Hostel in the Taraba State University (TSU) which left a female student burnt beyond recognition.

According to reports, the 100-level student of Tourism, from Donga Local Government of Taraba State lost her life after the fire destroyed some part of the female hostel of the University, popularly called Zenith Hostel.

An eyewitness disclosed that the young female student was deeply asleep in her room when the fire broke out.

It took the effort of the other females in the hostel to break into the room and bring her out, she was later confirmed dead at the Federal Medical Centre Jalingo.

The fire which affect some parts of the hostel damaged properties and other valuables belonging to students.

It took the collective effort of the female students in the hostel and Security men at the University to bring the fire under control.