My life and times at Mmegi – Pt 1

Thalefang Charles | Monday November 14, 2022 14:31

I first read a copy of Mmegi at the Serowe Library. That is where my love for newspapers was nurtured. As a kid the library was initially my excuse for arriving home late from the playground. But in the beginning it was just a pretext to avoid the hiding.

Eventually when mom called my bluff, asking me what I have been busy reading at the library, I knew I must be little innovative with my alibi.

I devised a plan to at least pass by the library before returning late from the playing field. I used to look for one interesting story in the newspapers, memorise it before rushing to go and join other kids at the playground.

And sometimes when we were playing House and I was allocated an inferior rooster role instead of the coveted father role, I would simply quit the stupid game and return to the library. Plus, I loved the air-conditioning in there. So, from inside that air-conditioned library, I developed some love for reading. And from a tiny age I keenly followed current affairs and wished for a media job.

Many years later in 2006 I walked in at the old Mmegi premises at Plot 8901 Segogwane Way, Maruapula looking for a job. I had long renegaded on my quest of being a journalist and studied a business degree instead.

So, I was returning to at least fulfil a dream of working in the media before maybe moving into my field of study - start a business and become a richman. My first job interview was by Victor Malumbela and Raymond Sibiya, then Acting Advertising Manager and Finance Manager, respectively. I had applied for a job that did not exist, Marketing Officer and they wanted to hire me as Advertising representative. I confidently told them that I can do it. I could do anything, as long as I worked for Mmegi.

I knew the history of the newspaper possibly more than them because, I am product of Patrick van Rensburg. My mother studied and worked for van Rensburg’s Serowe Farmers Co-op, while I studied at Swaneng Hill School (established by van Rensburg) where Mmegi was formed, and later owned by van Rensburg. So, I passionately told my interviewers a personal story of Mmegi and presented myself as an upcoming shrewd young business executive (university theory was still fresh in my memory).

After the interview I pestered the men about my starting date, cautioning them that if they delay I might be snatched by some companies (I was playing according to the book, I was unemployed for a year since my graduation). When the call finally came, I was surprisingly called for another interview by the new Advertising Manager, Karin van Wyk.

She was already a newspaper advertising expert who knew the industry and did not want to risk her new job with some less known graduate. To her, I made the impression that the Finance Manager was already impressed by my first interview, so this is just courtesy. Van Wyk was smart, and she took a gamble on me and gave me my first proper job, Advertising Executive for The Monitor.

My role was to sell advertising space in the newspaper, for a commission and a little retainer. I joined Mmegi with the late Edward Mokwape and Bontle Betsho who started the Classified section in the Mmegi. This was just before the new President Ian Khama’s administration drastically cut advertising in the private newspapers. It was the glorious days and I quickly made my mark in sales. Since many companies already had existing advertising representatives at the Mmegi, I strategised to focus on new sales’ concepts which had good commission rate. It was also the only way to introduce myself to existing clients that I was normally not allowed to approach since they belonged to another sales agent. And once I had the access to other reps’ clients, I made a lasting impression and created good relationship. Veteran sales agents like Patricia Obonye, Pesina Kumalo, and Refiloe Noko called it “stealing clients” but I did not look at it that way.

I was always eager to know what everyone does in the company. Faces behind the bylines, photographers and graphic designers, I wanted to meet all of them. One day I even went to Mmegi Printing Press to learn how the paper was being printed. My curious quest got me closer to the newsroom and was introduced to the media lifestyle. My newsroom network was also profitable because I learnt about events before my mates at Advertising and quickly proposed for their paid coverage. Centre Spread advert had great commission and I would usually attend the event to make sure the coverage was good. And that is when I learnt about Magala – a code used by journalists for a corporate event with alcohol. We lived for ‘Magala’.

I was then allowed to drive the company car – a two-seater Toyota Corolla - used by Mmegi young executives before they bought their own vehicles. It was a resilient jalopy that had many adventures through Mmegi employees. Some Mondays it would come dirty with cement dust as some employees used it to run their own errands. When I was staying with photographer Karabo Sename, we used to knock off with it from the late-night ‘Magala’. One Monday we brought the vehicle from a jam-packed weekend reeking of alcohol and one of the teetotaler photographers Kebofhe Mathe, got dramatic and refused to use it for an assignment. Mathe nearly got us fired by reporting us to management, and that was when I knew I must get my first car.

During my early days at Mmegi, two senior reps, Kabo Sebele and Dimpho Lobatlamang used to embark on these amazing trips around Botswana selling adverts. I was always envious of the trips, and I knew that that was all I wanted to do - a special project that involved travelling.

I had an interest in technology and so I tried a special project on website advertising, which Mmegi was then outsourcing it to the late Garai Makaya of Lifemedia. Makaya was a genius who built online solutions for number of clients and used Mmegi website (that he built) to launch innovative services. I was immediately hooked on Makaya because of his intelligence and love for adventure. I met him when I was already caught up by the travel bug. Soon our work produced both Mmegi online solutions and great adventure ideas - we called the latter, ‘the cool stuff’. Skydiving boogie event famously known as Makgadikgadi Epic is Makaya’s brainchild.

I was later promoted to the post of Supplements Coordinator after the exit of Meshack Tamocha. I enjoyed making supplements because of the money, (there was cool commission), but most importantly, it gave me a chance to taste the editorial side of the newspaper. Supplements were my first opportunity to make my own themed newspapers within Mmegi. My first regular supplement was Mmegi Travel because I loved travel. I believe travel is the most valuable experience that could make one a better human. So, I invested a lot on travel, I bought my first camera and spent my savings on bus and plane tickets. I singlehandedly wrote and sought advertising for Mmegi Travel and even convinced Makaya to develop a webpage for the supplement on the website.

I was prolific in getting travel content, but advertising space was not enough. This soon got me in trouble with my boss van Wyk because the supplement was not generating enough revenue, but I still wanted it to be published. I tried to show her the value of my self-sponsored travel stories, and images shot with my own expensive camera, but van Wyk was a numbers person, she concentrated on the bottom-line.

I proposed to introduce the Web Advertising unit responsible for selling online adverts. The former Public Relations Officer Mmasechaba Mokone, Lone Koosenye, the current Commercial Manager and I were given additional roles to sell digital advertising. We were the trailblazers and the industry was not ripe yet, so it was not easy for my colleagues. However, my close working relationship with the genius that is Makaya got me successful. I learn fast and love new technology, so I was soon having healthy long term online deals. This was just before the destruction from the explosion of social media. And, ironically, I was part of that digital media revolution that totally transformed the traditional media.