There’ll always be room for print lifestyle publications – Tafawa Balewa
It’s been 20 years since Abubakar Tafawa Balewa stepped out with ModeMen, a Nigerian glossy lifestyle magazine for men. In this exclusive interview with ADEOLA OGUNLADE, the Editor-in-Chief speaks on
It’s been 20 years since Abubakar Tafawa Balewa stepped out with ModeMen, a Nigerian glossy lifestyle magazine for men. In this exclusive interview with ADEOLA OGUNLADE, the Editor-in-Chief speaks on the challenges, landmarks and plans as the magazine looks into the future.
It's been 20 years since you ventured into publishing. What inspired you into publishing ModeMen?
A little over two decades ago, the magazine landscape in Nigeria was largely dominated by publications for women—titles like Genevieve and True Love. I felt there was a clear gap for a men's lifestyle magazine. Having read GQ from a young age, I believed the Nigerian man deserved a publication that spoke directly to his interests, style, and aspirations. So, I shared the idea with a friend who believed in the vision, and by late 2005, we began preparations. ModeMen was officially launched on April 6, 2006, at Terra Kulture, Victoria Island, Lagos, and it was a very successful debut.
Reaching 20 years is both humbling and fulfilling. It fills me with deep gratitude—to God, to our team past and present, to our loyal readers, advertisers, partners, and the many cover personalities who have helped shape and build the brand over the years.
How has ModeMen evolved over the last two decades in terms of content, audience, and identity?
Contrary to what many might assume, we didn't start small—we launched on a strong footing and have sustained that momentum over the years. At the time, we were the only dedicated men's lifestyle magazine in the market. While a few others emerged later, most did not last beyond a few editions.
Over the years, we have grown alongside global and industry changes. The media space has become increasingly digital, and we have adapted accordingly. Our online platform is now significantly more robust, and our production processes have evolved with technology.
That said, our core identity remains unchanged—we are fundamentally a magazine for men, even though we have a considerable female readership. Importantly, we still believe strongly in print. While there is a common narrative that print is declining, I see it differently. Particularly in the lifestyle segment, print continues to hold value and relevance. Magazines like ours will always have a place.
You have said print will never die—especially for lifestyle publications. Can you give examples of magazines that have stood the test of time?
Print, in my view, will never completely disappear. While news publications may experience a decline due to the speed and immediacy of digital media, lifestyle magazines are different. They rely heavily on visuals—fashion, photography, design—and there is still a unique appeal in experiencing these in hard copy. That tactile, immersive quality is something digital cannot fully replace.
Globally, we have seen enduring examples of this resilience. Titles like Vogue, GQ, and Esquire have remained in print for decades—well over 50 years in some cases—while still maintaining strong relevance and influence.
What were the defining moments or turning points that shaped the magazine's journey?
We launched in 2006, and our maiden edition featured models. A major early milestone came with our next issue, which had Frank Edoho on the cover. At the time, having such a well-known Nigerian personality—the host of Who Wants to Be a Millionaire—was a big deal for us and helped boost our visibility. We also featured D'banj in a subsequent edition, though it didn't perform as strongly as we had anticipated. However, our seventh edition, with Jim Iyke on the cover, became a major breakthrough—it sold out within days, and we had to do a reprint.
Another defining moment was our Men of the Year edition, which came as a special pullout featuring prominent figures such as Tony Elumelu, 2Baba, Dr. Newton Jibunoh, Okey Bakassi, and Jay-Jay Okocha. That edition stood out as one of our most remarkable.
Our events also played a significant role in shaping the brand. The Men of the Year Awards in particular became a major highlight—at their peak, they were highly anticipated and widely attended. Although we eventually had to scale back due to limited sponsorship, those moments remain some of the most impactful in our journey.
Tell us a bit about your background before venturing into publishing?
I am a lawyer by training. I worked with a former Attorney General of Lagos State, Hirata Balogun, for about a year and a half before deciding to pursue my passion. I had her full support and blessing when I made the transition, and I have not looked back since.
From law to lifestyle journalism—how did that transition happen?
First, I like to clarify that we are not a fashion magazine—we are a lifestyle publication. While fashion is a key component, we also cover sports, politics, and other aspects of modern living. That said, I have always had a natural flair for fashion and lifestyle. I grew up in a home where style and culture were part of everyday life. My father was a diplomat and ambassador, and my mother, a businesswoman and former Miss Nigeria. So, in many ways, this path feels like a natural extension of my upbringing.
At what point did you decide to fully pursue your dream?
I was enjoying my work at the law firm, but I felt a strong desire to do something more. The idea for the magazine came to me while I was on holiday. At first, I thought it would be a side project, something small. But I quickly realised that publishing a magazine is a full-time commitment—it demands everything. So, I made the decision to let go of other pursuits and focus entirely on building the brand.
How would you assess the growth of Nigeria's lifestyle and fashion media space since ModeMen?
The growth has been remarkable. About 20 years ago, the industry had only a handful of notable designers, such as Deola Sagoe. Over time, a new generation emerged—designers like Mai Atafo, Tayo Gabriel, and Adebayo Oke-Lawal of Orange Culture. In fact, some of these designers were recognised early through our Men of the Year awards, where we honoured emerging talents with Designer of the Year accolades.
Today, the industry has expanded significantly—from about 10 well-known designers back then, to at least 20 or 30 prominent names making waves internationally. The globalisation of fashion has also played a key role. While Nigerian designers once catered primarily to local audiences, they now reach clients across the world. It's a completely different landscape, and the progress has been impressive.
With Nigerian culture and designs now in global demand, how has ModeMen leveraged these opportunities?
We have actively engaged the global space over the years. For instance, we have covered international events like London Fashion Week and New York Fashion Week. During a visit to Nigeria for GT Fashion Week, a former editor of GQ even referenced ModeMen during his talk, which was a strong validation of our impact. Our magazine is also distributed beyond Nigeria—in markets such as the United States, the United Kingdom, and Ghana—while our digital editions are widely accessed online. Altogether, these efforts have helped us build and sustain a global footprint.
For digital readers, is access based on subscription?
No, it's not. Readers can purchase the print edition, and after a few weeks, selected pages of the digital version are made available on our website. Eventually, within about two weeks, the full edition is released for free download.
What have been your biggest challenges in sustaining a print lifestyle magazine?
The two major challenges have been cost and distribution. Printing is expensive, and revenue largely depends on advertising, which has significantly declined as many brands now prioritise digital platforms. Distribution is another major hurdle. In the past, companies like Media24 handled magazine distribution, but after they exited the Nigerian market, it became more difficult to reach wider audiences. Despite this, we still distribute across major cities such as Kaduna, Kano, Port Harcourt, and Ibadan. Overall, cost and distribution remain the biggest challenges for publishers.
How have you managed to navigate these challenges over the years?
A combination of goodwill, strong relationships, and strategic thinking has helped us. We developed our own distribution network, focusing on niche locations that align with our audience. Today, ModeMen is available in luxury hotels, resorts, and airport lounges across Nigeria. Rather than competing heavily on the streets with vendors, we position the magazine where our target readers are most likely to find it. That said, we still maintain a presence at newsstands.
Your name, Abubakar Tafawa Balewa, is associated with Nigeria's former Prime Minister. Has that opened doors for you?
Not particularly. I believe the brand has built its own identity and reputation over time. My name is simply attached as Editor-in-Chief, but what truly speaks for us is the quality of our content, the calibre of people we feature, and the professionalism of our team.
From print to the digital and social media era, where are we now? What is possible, and how can a lifestyle magazine position itself in this space?
In today's world, every lifestyle brand must have a strong digital presence—it's no longer optional. At the same time, print still holds significant value, especially among older and influential audiences in their 40s, 50s, and 60s who remain deeply engaged with print media. The future lies in striking a balance. While digital platforms offer speed, accessibility, and global reach, print continues to provide depth, prestige, and a tactile experience that lifestyle audiences appreciate. For any lifestyle magazine to thrive today, it must effectively integrate both worlds—leveraging digital for expansion while preserving the enduring appeal of print.
How do you balance global lifestyle trends with local culture and identity?
We operate in a globalised world, so the balance comes from interpretation and adaptation. We interpret global trends through a local lens, while also projecting our local identity to the world.
Today, African fashion—particularly Ankara—has gained global visibility, with international stars like Beyoncé and Rihanna embracing it. At the same time, we are incorporating international styles into our local designs. It's a fusion—local fabrics styled in global ways, and global materials adapted into African designs. Just like our music has gone global, our fashion is doing the same.
Do you also promote fashion from other African regions, such as East, Southern Africa?
While we appreciate fashion across Africa, our primary focus has been on promoting Nigerian brands. Nigeria has a strong global presence, with Nigerians all over the world engaging with our content. We have readers beyond Nigeria—including Black Americans and audiences in the United Kingdom—who connect with what we showcase. Nigeria remains a cultural powerhouse on the continent, and when something emerges from here, it often resonates widely. So, by promoting Nigerian fashion, we are also contributing to Africa's global cultural footprint.
What does the 20th anniversary represent for the brand and its loyal audience?
For us, 20 years represents growth, resilience, and expansion. It reflects how far we have come and the evolution of our platforms and content. It's also a moment to celebrate with our readers and stakeholders who have been part of the journey.
Can you share some of the activities lined up for the anniversary?
The anniversary falls in April, marking our official launch on April 6, 2006. As part of the celebrations, we have a series of events planned—an event in Abuja on April 12, another in Lagos on April 19, and a grand finale in London on May 2. Our signature annual event, Black Night, will also feature as part of the celebrations—this edition marking a special milestone as Black Night 20. We have an exciting lineup of guests. The events will be hosted by Stella Damasus and Frank Edoho. Several of our past cover personalities will also be in attendance, including Jim Iyke and Toke Makinwa.
For the London event, we expect personalities like Seyi Shay and D'banj, among others. We will also be hosting key figures from the business community, including billionaires and millionaires who have featured on our covers, alongside a host of notable personalities. ModeMen events are always known for attracting a vibrant and influential crowd.
Looking ahead, what is your vision for the next decade?
The vision is centred on expansion and growth—broadening our reach, deepening our content, and strengthening our platforms.
Any specific milestones for the next decade?
Yes, one major milestone is the launch of a new digital magazine targeted at a younger audience. It will be strictly digital and designed for Gen Z and younger millennials—those in their late teens, 20s, and early 30s. The publication, called Mood Metro, will cater to a new generation with different perspectives and interests, while still drawing from the experience and insight of older voices to guide and mentor them. It will be a full-fledged digital magazine, with content tailored specifically to this dynamic audience.
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What do you see as the future of lifestyle journalism in Nigeria?
Lifestyle journalism, like every other sector, is evolving. Nigeria is gaining increasing global attention—especially in fashion—with more events and more local brands going international. For journalists, this presents both opportunity and responsibility. There is a need for greater professionalism, more exposure through travel and coverage of global events, and stronger storytelling. At the same time, I believe lifestyle journalists deserve more respect and better remuneration for the work they do.
What advice would you give to young creatives looking to build a lasting media brand?
Consistency and authenticity are key. Be original, stay true to your vision, and most importantly, think long-term. Building a lasting brand takes time, patience, and dedication.
What legacy do you hope ModeMen will leave in Nigeria's media and lifestyle space?
I would like ModeMen to be remembered for its impact across generations. Over the past 20 years, we have reached readers in their 20s, 30s, 40s, and 50s—and many of them have grown with the magazine. Our goal has always been to enlighten, influence, and shape perspectives—not just in fashion, but also in areas like business, politics, and sports. We strive to produce content that is thoughtful and thought-provoking, helping people see, think, and engage with the world differently.
