Some people complain about economic recession, others are discovering ways to use it as an advantage to establish and expand their businesses to not only survive but to make more profit.

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Wale Adenuga who was a Nigerian former cartoonist/publisher, and currently a series producer studied business administration at the University of Lagos in 1971, and worked for the cartoon section of the campus’ magazine where he was soon made chief cartoonist. In 1975 after graduation and youth service in Bendel, his comic Ikebe Super was launched followed by other magazines like Super Story and Binta, a children’s publication.



The Recession and Adenuga’s Response

In the late eighties, Nigerian publications were affected by the economic depression which caused a major devaluation of the Nigerian naira, an as such the cost of producing his comics and magazines sky-rocketed since the materials were mostly imported. But amazingly, instead of “throwing in the towel’ and giving up, he devised a means to outwit the economic recession and his actions later proved to be a major turning point in their operations.

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Speaking in an interview, he said

“I could say what inspired me to leap from prints as Ikebe Super magazine, Super Story magazine to Papa Ajasco in television was 50% inspiration, 50% necessity. We were enjoying publishing, our readership were enjoying what we were publishing until the economy took a very very deep slump. Naira was devalued, everything shot up, cost of production went haywire and it affected publishing more than it did to the electronic so we swerved from publishing to television”
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