His latest baby is a magazine called The Interview. The content is not all about torturing questions and regrettable answers. It offers more than that. Besides the emergence of the now rested Newswatch magazine in the mid-eighties, The Interview is where the conversation continues.
The Interview comes in all its beauty. Even before flipping open to examine the contents, its outdoor allure is absolutely captivating. Check out the near-perfect colour separation; the appetising cover design; and the graphically balanced layout; all combined to create a near flawless aesthetics.
That the magazine announced itself loudly and generated huge expectations can be attributed to just one factor: the publisher; the unbeatable Azubuike Ishiekwene. To friends, colleagues and disciples in the profession, he is known simply as Azu.
Azu’s life can be likened to the legendary pine tree. Bent down by the storm of last night, those who witnessed its days of glory thought they had seen the end of the beautiful plant. “So this is the conclusion of an exciting life?” someone thought aloud; in a sorrowful tone.
But as the sun dries off the wet night; and the storm is silenced by daybreak, the prostrated pine tree regains fresh energy. Little by little, like the tick of the clock, it rises; first as though struggling, then majestically. As the sun stands erect in the sky, the pine tree is back in its glory; the glory of the later house.
With his one-name trademark, Azu has indeed come a long way in media practice. This is not due to decades spent in the industry; but because within his short sojourn, he has created sufficient impact to last a lifetime.
I recall a conversation with a colleague last week when Abuja editors hosted Femi Adesina, Garba Shehu and Yusuf Olaniyonu to a two hour dinner to celebrate their appointment as spokespersons to Nigeria’s President and the Senate President.
As we stood chatting, Azu walked past, dressed in cool evening attire. The reporter turned to me with plenty questions: this your Azu, won’t he ever add weight; at least, just a little more flesh, the man is too famous for his size; when will he grow old? He still looks so young.
I laughed and told him as a matter of fact: just forget about Azu and extra weight. Even if he swallows a cow, he would remain the same. Then I added: why do you want him to look old; does fame come with age? For your information, this is how they come!
That’s the man who has just added something new to the newsstands across the country. The magazine idea did not quite surprise me. It was a matter of when; and what would be the focus. Initially, I thought he would settle for an authoritative weekly newspaper.
I recall his thoughts and reaction when he was appointed a consultant for the Leadership newspaper some years back. He wanted me to join his team. I refused and he understood the reasons.
On one occasion, I shared personal thoughts with him about an authoritative weekly newspaper in the mould of the London Observer. He sounded enthusiastic; more like someone who had been thinking in that direction.
After his exit from the Leadership newspaper where he was the GMD, we got chatting as we always do; and he mentioned the idea of a magazine; in passing. No details. No explanations. Just the idea; as though he was thinking aloud.
But that’s Azu for you. He thinks in a hurry and executes in a hurry. He believes no idea—especially news, is exclusive to one reporter. Here is a man who plans as though the world will never end; but works as if tomorrow will not come.
Surprisingly, he does so with such skilful perfection that often leaves some of us panting. When he talks, he expects you to understand more than he can explain; after all, you are not called Azu Boy for being a dunce.
That term: Azu Boy was used at the Punch newspapers in those days to describe reporters perceived to be Azu’s favourite. These were the over-worked, clean copy writers. Azu Boys were like Seal Team Six. Paradoxically, no Azu Boy ever escaped the big stick wielded by Azu himself. The reward for being Azu Boy was more work.
Back to the magazine! Why I was not surprised? Simple: It would be unthinkable to assume that Azu would quit journalism so early. Azu is journalism; and journalism is him. Even if Azu wants to quit journalism, journalism will refuse to quit Azu.
After editing the Punch – Saturday and Daily, and serving as its Executive Director, one would have thought Azu has had enough. No, not yet. The Interview has come to crown an enterprising career spiced with awards and wealth.
True to type, Azu has left the readers guessing as per the magazine’s mission and vision.
This is all he says: “the whole point of the The Interview is to ask the tough questions and bring answers that deepen your understanding of the important issues of the day…That’s why we are here.” That’s all Azu has to say about the magazine’s mission. See my point?
The Interview is however not a perfect publication. Typographic errors exist. But that has in no way dwarfed the beauty, the sweetness and the literary flavour splashed across 86 short pages. With Azu on board, it couldn’t be anything less.
The Interview is like a song; and you have only just heard the chorus. Every page is a thriller; and like a bowl of steaming breakfast; adorned with sea foods and desert meats, the aroma comes in surplus.
