Yearning to say Hello!...Blay

Fashion and journalism professor at the Syracuse University, USA, Zandile Blay, reveals her plan to introduce Hello! Magazine in Nigeria, AKEEM LASISI writes.

Born in Ghana and raised in the USA, Zandile Blay is here in Nigeria to, metaphorically speaking, romance some celebrities. It seems a good opportunity for her to strengthen her bond with the Nigerian delicacy that she loves so much: moin-moin.

But the task before Blay, who teaches fashion and journalism at Syracuse University in the US, is bigger than this. She is the editor-in-chief of Hello! Nigeria, an offshoot of  Hello!, a magazine that was founded in Spain in 1933.

The magazine is due to be inaugurated in Nigeria soon. Therefore, Blay’s biggest task at the moment is how to present the publication to the Nigerian media, which is regarded as one of the most vibrant in the world.

Although she will be working in Nigeria for the first time, she seems to be quite prepared for the deal. She says Hello! Nigeria will play like water that knows how to find its own level.

 “Nigeria has a very vibrant publishing scene that offers readers a diverse mix of fashion, lifestyle and celebrity publications. Hello! Nigeria is not here to compete with them. Hello! Nigeria is here to tell the local story of Nigerian celebrities, icons and influencers from a very global perspective,” she explains.

Blay notes that even as the environment influences every business operation, good journalism is constant. “Good story telling and the ability to decipher and deliver what your readers want are important. As long as myself and my team are equipped with those tools, I am confident that we will be able to manage,” she says, adding that since 1933, Hola!-which is the parent company for Hello!- Hello! UK and over three dozen franchises have built what she calls a reputation as one of the leading celebrity publications in the world.

“Hello! is here to celebrate milestones in the lives of celebrities and due to that positive standing and positioning, it has been granted unparalleled access to the lives and homes of royals and stars alike. It’s a tradition that we are excited to continue in Lagos,” Blay boasts.

She acknowledges that Nigeria presents its own peculiar challenges that stretch the imagination of business managers.

 “Lights, Internet connectivity issues and many more things can certainly create logistical issues. But, ultimately, the possibilities outweigh the problems. Nigeria is one of the most vibrant markets with one of the most dynamic cultures in all of Africa,” she says.

Blay’s former employer, Hearst Publications, which is based in New York, has over 20 publications in print and 300 global editions.

Conde Naste, which is also based in New York, has 18 consumer magazines, 27 websites and over 50 apps for mobile devices.

“There are such great stories to tell about this country, this region and this continent and we are excited to join the other army of publications, sites and bloggers striving to tell those stories day in and day out with pride, dedication and commitment,” she says.