As online ad campaigns pivot, printers of Nigerian election regalia are losing out

“Printing-wise [there is] not much difference in our orders,” said Shimatex Prints CEO Joel Mtsor, recalling busier periods around the 2011, 2015 and 2019 polls.

“A few souvenirs, a few campaign materials, a few billboards. The impact on the print industry is not as good as it was,” he told Reuters.

Nigerians will vote in a new leader to replace President Muhammadu Buhari amid increasing insecurity, economic hardship and rising unemployment. The three front-runners promise to reduce living expenses, boost growth, and address rising levels of violence.

Nigeria is Africa’s largest country. It has tens of million internet users. This makes it a popular platform for candidates to compete to win voters’ attention.

According to data from the electoral commission, almost 40% of registered voters were aged 34 or younger before social media became a major campaigning tool.

Although not all things have moved online, parties continue to commission political apparel for rallies or other in-person campaign events.

Workers at Abuja’s printing center sewed portraits of candidates onto T-shirts and stuck party logos to baseball caps. Bold political slogans were displayed from white scarves hung in the background.

“It is what we want. The most craziest of orders for a printer is a good job,” said print shop owner Opeyemi Osho-Arilomo.

Reuters