On June 13th, 2025, a day after Nigeria’s newfound “Democracy Day” celebrations, citizens across the country gathered in various cities to honour a truly remarkable milestone - the 90th birthday of the venerable Prince Sam Oruru Amuka-Pemu. Counted among the pioneering set of journalists in Nigeria, a prolific writer and publisher, Amuka-Pemu has left an indelible imprint on Nigeria’s media landscape as a journalist, editor and publisher. His career, which spans six decades, stands as a glaring testament to his unwavering dedication, passion and steadfastness to the noble profession of public communication.
So, rising steadily through the ranks of Nigerian media space, he emerged as one of the most respected voices in the industry, especially through his latter days ownership of the Vanguard Newspapers, one of Nigeria’s most respected newsprints. His writings over the years were not merely reportage but served as potent instruments for social commentary, social change and the building of public consensus along major areas of national aspirations. Beyond that, his views have profoundly also helped to raise generations of Nigerian journalists.
In appreciation of Amuka-Pemu outstanding contributions, on this occasion of his four score and ten years, Nigeria’s President Bola Ahmed Tinubu, GCFR, led the public chorus in paying glowing tributes to this veteran journalist. Thus, he described this “doyen of journalism”, as “an elder statesman whose influence transcends the news room”, alluding to the fact that his impact outpaced his chosen profession to setting the template for critical areas of national development. In a fitting recognition, therefore, the Nigerian leader conferred on Sam Amuka-Pemu the high national honour of Commander of the Order of the Niger (CON). The effusive trail of salutations came from virtually every part of Nigeria as his long period of service obviously made him the father of one of the most respected professions in the country.
The story of a typical “Warri boy”
A proud son of the Itsekiri ethnic nationality, Sam Amuka was born on June 11, 1935 in the historic town of Sapele in present day Delta State. The rich cultural heritage of his ancient people profoundly influenced his worldview and storytelling approach. For those familiar with the story of the people of the riverine areas of Delta state, the town of Sapele, alongside the neighboring metropolis of Warri -both renowned for their vibrant communities and deep-rooted traditions have over the years developed a particular blend of sub-culture that is reflective of Nigeria’s diversity. The area, hitherto known as Warri Division is made up in the main of people of Ijaw, Itsekiri and Urhobo ethnic groups who have co-mingled, inter-married and lived peacefully for many hundreds of years. The people of the area have always identified themselves as on one, recognizing each person as carrying in his DNA droplets of consanguineous presence of all the three ethnic identities. This has also created a sense of oneness and common destiny of people of Warri area, irrespective of which individual communities they come from and what languages they speak. So their effervescence of cross ethnic irritations which simmer and disappear from time to time, especially in recent times are glaringly attributable to politics and the oil economy as the lightning rods for fuelling discordance.
So when the three famous secondary schools, Government College, Ughelli founded in 1945, Hussey College, Warri, established in 1947 and Urhobo College, Effurum took off in 1948, the individual ethnic rivalry underpinning which seemed to have informed the coming on stream of some soon gave way, pulling young persons from all. This helped produced the likes of Chief General David Ejoor, Felix Ibru, Chief Michael Ibru, former electoral czars, Justice Victor Ovie-Whiskey, Chief Abel Guobadia and ace university administrator, Sam Akuda and journalist, Andy Akporugo. Other early sons of the area, who mostly grew up as friends and brothers and from the three schools include the Olu of Warri, HRM Ogiame Atuwase, Olu of Warri, Chief Gamaliel Onosode, playwright J.P. Clark, ace diplomat, Senator David Dafinone, Amb. B.F. Clark, award winning writer, Ben Okri and top sculptor, Bruce Onobrakpeya.
In recent times, the Warri area has also produced such prominent sons as Delta former Governors, Dr. James Ibori, Emmanuel Uduaghan, current Governor Sheriff Oborevwori, thespian, Richard Mofe-Damijo and sports anchorman, Amaju Pinnick, etc.
However, Sam Amuka-Pemu is easily counted as one of the most prominent old boys of the area and of pGovernment College, Ughelli.
Professional life and footprint
Amuka’s professional odyssey saw him rise on the floor of “Daily Times”, easily counted as Nigeria’s premier print media as a reporter and columnist, rising systematically to become an editor. It is on record that since the establishment of this newspaper on June 3, 1926, Amuka is rated as one of its best editors ever. After the pioneer Ajibade Fashina Thomas, upon its establishment in March 18, 1973, he went on to become one of the early editors of Sunday Punch. Thereon, he joined his friend Chief Olu Aboderin, a patriarch of the Nigerian media family to establish “The Punch Newspaper” in 1976. Still upwardly mobile, in 1983, he joined hands with three other friends to create yet another influential platform for independent journalism in establishing the “Vanguard newspaper”.
Turning to his actual journalistic work, he went with the pen name, "Sad Sam" or "Uncle Sam". Accounts by close friends have it that this originated from his often satirical and poignant reflections on life and societal challenges that we all have to wade through on daily basis. Although this sobriquet suggests melancholy, those who are familiar describe Uncle Sam as a joyous, carefree individual who embraces life fully and exudes happiness wherever he goes.
Actually, a critical look at Sam Amuka’s personal philosophy counsels that life should not be taken too seriously. Perhaps this is a major contributing factor to his longevity and professional success. So his use of dignified humour and satire in journalism not only entertained all but also served as a powerful tool for highlighting societal absurdities and injustices. Indeed, by infusing his strong pen with wit and serious commentaries, he has been able to demonstrate over time, that such means of communication can engage readers, provoke critical thoughts and drive change devoid of compromise. But in general, his writing was marked by simplicity and precision, traits that endeared him to readers from all walks of life. In all these, one memorable piece which is often mentioned is “The Rising Cost of Dying” which offers critical perspectives on one of Nigeria’s growing menace, especially among people of Christian faith, i.e. lavish funeral expenditures.
Unfortunately decades after that hailed piece, many Nigerians continue to show a great appetite for such lavish and extravagant expenditures at times of funeral obsequies. The irony and paradox lies in the fact that some of the people that such astronomical figures are spent on so-called “befitting” funerals months, sometimes received relatively scant favours and regard while they were alive.
Does journalism have nation building worth
The life of Sam Amuka-Pemu shows that a journalist is not just a cobbler in words but a nation builder per excellence. In the words of Edward Bulwer-Lytton, “The pen is mightier than the sword.” This adage perfectly encapsulates Sam Amuka-Pemu’s enduring legacy. His weighty style has wielded influence far beyond mere words, crafting narratives that have shaped how Nigerians understand their society and their world. Through his writing, he has been a powerful voice for the voiceless and a catalyst for positive change, inspiring countless individuals along the way.
So, at the heart of Amuka-Pemu’s life work is the powerful role of journalism in nation-building. In fairness to some of his colleagues and professional teachers, journalism in Nigeria has long been more than just reporting events. It has been a critical force in shaping democratic governance, fostering transparency, and holding power to account. For a start, the nationalists for Nigeria’s independence such as Nnamdi Azikiwe, Chief Obafemi Awolowo and not the least, Ernest Ikoli, first Editor of Daily Times, used their profession to challenge and fight against colonialism.
In a country as diverse and complex as Nigeria, the media serves as a unifying platform, bridging ethnic, regional, and social divides by facilitating dialogue and encouraging civic engagement. Sam Amuka-Pemu’s legacy exemplifies how journalism can uphold such national ethos and values to promote integration, social justice, and support the continuous development of democratic institutions. His career underscores that a free, ethical, and vibrant press is indispensable for the health of any nation striving toward peace, stability, and prosperity.
This is no way amiss as globally, great journalists such as America’s Bob Woodward and Carl Bernstein, both of whom uncovered the Watergate scandal of the early 1970s, as well as contemporary Christiane Amanpour with her fearless international reporting have continued to reshape the world. Also, Nigerian meia stalwarts like the famed Dele Giwa, renowned for his investigative journalism, and Kayode Soyinka, celebrated for incisive political commentary, serve as reminders of the immense power and responsibility the profession holds. Today, there are still many keeping this tradition alive, both in print and electronic channels. Sam Amuka-Pemu’s work stands proudly among these giants, contributing uniquely to the Nigerian and global narrative of journalism as a pillar of democracy and societal progress.
Added, throughout his career, Uncle Sam championed the values of ethical journalism - a principle echoed by many great voices across the world. Ethical journalism demands truthfulness, fairness, and accountability, principles that Amuka embodied in his work. So he has upheld the public trust associated with journalism throughout his career, understanding that journalists have a duty not only to report but to inform and educate society.
Beyond his writing, Amuka has served as a guiding light for aspiring and young journalists. His mentorship, wisdom, and vast experience have been invaluable resources for many who have had the privilege to learn from him. He continues to inspire successive generations with his unwavering commitment to the highest ideals of journalism, proving that the press can be a potent force for good of all.
A word of exception
For one in the public eyes for so long, Uncle Sam’s career has not been without its challenges. For one, he eventually ceased writing his popular “Sad Sam” column, citing his advancing age and a perceived loss of “innocence.” He expressed concern about being held accountable for his opinions in a more scrutinized environment. His insistence on fact-based reporting and balanced analysis has enriched public discourse and enhanced the credibility of the media. However, he himself has been outspoken about the decline in journalistic standards in Nigeria, attributing this to inadequate training and a rise in what he terms “armchair journalism.”
Conclusion
Sam Amuka’s contributions to Nigerian journalism allowed him not only to hone his craft but also positioned him to mentor many emerging journalists. His columns and articles have been widely read, debated, and respected, often sparking critical conversations on politics, society and culture. But as he celebrates nine decades of life, Nigeria’s journalism industry faces new and evolving challenges.
Among these is the shift to digital media, which presents both exciting opportunities and formidable obstacles. Newsrooms must adapt rapidly to emerging technologies and changing audience behaviors, all while upholding the standards that define quality journalism. But to what extent is his profession ready for this?
Around the world, Nigerian journalism is celebrated for its vibrancy and independence. Yet, journalists still confront intimidation, harassment, and censorship. Safeguarding press freedom and protecting journalists’ rights remain critical priorities for the industry’s future and the sagely voice of Uncle Sam at this time cannot be easily ignored by society, especially the political class.
On this occasion of the celebration of the 90th birthday of the father of the profession, on their part, the Nigerian media must emphasize quality, accuracy and fairness. Commitment to investigative journalism, fact-checking and thorough analysis will foster greater public trust and promote an informed citizenry.
As the media landscape evolves, Sam Amuka-Pemu’s legacy will continue to serve as a guiding light. His devotion to truth, integrity, and compelling storytelling is a constant reminder of journalism’s crucial role in shaping public opinion and advancing national development.
Many happier days, good old Uncle Sam!
Ambassador Igali is an Award winning author of the 2015 Sterling Golden Prize for Literary Excellence, for his book “Perspectives on Nation, State Formation in Contemporary Africa”.
