Godknows Igali
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.
Rising steadily through the ranks of Nigeria’s media space, he emerged as one of the most respected voices in the industry — especially through his latter-day 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, societal change, and building public consensus around national aspirations. Beyond that, his views have profoundly helped to raise generations of Nigerian journalists.
In appreciation of Amuka-Pemu’s 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. He described this “doyen of journalism” as “an elder statesman whose influence transcends the newsroom,” alluding to the fact that his impact outpaced his chosen profession, helping set the template for critical areas of national development.
In fitting recognition, therefore, the Nigerian leader conferred on Sam Amuka-Pemu the high national honour of Commander of the Order of the Niger (CON). An effusive trail of salutations came from virtually every part of Nigeria, as his long years of service had clearly made him the father figure 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 riverine areas of Delta State, the town of Sapele — alongside the neighbouring metropolis of Warri — is known for its vibrant communities and deep-rooted traditions. Over the years, this area, hitherto known as Warri Division, comprising the Ijaw, Itsekiri, and Urhobo ethnic groups, has developed a unique subculture reflective of Nigeria’s diversity. These communities have intermingled, intermarried, and lived peacefully for generations.
Despite occasional ethnic tensions, often attributed to politics and the oil economy, the people of this area maintain a strong sense of unity and shared destiny. It’s a region where everyone carries in their DNA droplets of each other’s identity.
When the three famous secondary schools — Government College, Ughelli (1945), Hussey College, Warri (1947), and Urhobo College, Effurun (1948) — were established, early ethnic rivalries quickly gave way to academic camaraderie. These schools helped nurture leaders like Chief General David Ejoor, Felix Ibru, Chief Michael Ibru, Justice Victor Ovie-Whiskey, Chief Abel Guobadia, Sam Akuda, and journalist Andy Akporugo.
Other distinguished sons of the area include the Olu of Warri, HRM Ogiame Atuwase, Chief Gamaliel Onosode, playwright J.P. Clark, diplomat Senator David Dafinone, Ambassador B.F. Clark, award-winning writer Ben Okri, and celebrated sculptor Bruce Onobrakpeya.
In more recent times, the Warri area has produced Delta’s former governors Dr. James Ibori and Emmanuel Uduaghan, current Governor Sheriff Oborevwori, thespian Richard Mofe-Damijo, and sports administrator Amaju Pinnick.
Yet, Sam Amuka-Pemu stands tall among them as one of the most prominent old boys of Government College, Ughelli.
Professional Life and Footprint
Amuka’s professional odyssey began at the Daily Times, Nigeria’s premier print medium, where he rose from reporter and columnist to editor. Since the paper’s founding in 1926, Amuka has been rated among its best editors.
After Ajibade Fashina Thomas pioneered the Sunday Punch in 1973, Amuka joined as one of its early editors. In 1976, he partnered with Chief Olu Aboderin to establish The Punch newspaper. By 1983, he had co-founded another influential platform — Vanguard Newspaper — alongside three other friends, creating yet another bastion of independent journalism.
Known by the pen names “Sad Sam” and “Uncle Sam,” his satirical and poignant reflections on life struck a chord with readers. Though “Sad Sam” suggested melancholy, close associates describe him as a joyous and carefree man, always exuding warmth and humour.
His philosophy of not taking life too seriously, perhaps, contributed to both his longevity and professional success. His dignified use of satire and wit brought a refreshing depth to journalism, making readers think critically while being entertained.
Among his most memorable pieces is “The Rising Cost of Dying,” which offered biting commentary on the extravagant spending on funerals among Nigerian Christians. Ironically, decades later, the culture of “befitting burials” persists — often for people who received little care or recognition while alive.
Does Journalism Have Nation-Building Worth?
The life of Sam Amuka-Pemu shows that a journalist is more than a wordsmith — he is a nation builder. Edward Bulwer-Lytton’s adage, “The pen is mightier than the sword,” aptly captures Amuka’s enduring legacy.
His writing has wielded influence far beyond words, crafting narratives that shaped how Nigerians understand society. Through his powerful commentary, he has been a voice for the voiceless and a catalyst for change.
At the core of Amuka’s work is the belief that journalism is vital to nation-building. From colonial times to the independence era, journalism in Nigeria has been more than reportage — it’s been a force for democratic governance, transparency, and accountability. Nationalists like Nnamdi Azikiwe, Chief Obafemi Awolowo, and Ernest Ikoli used journalism to challenge colonial rule.
In a complex and diverse country like Nigeria, the media bridges ethnic and regional divides, fosters civic engagement, and upholds democratic values. Amuka’s legacy affirms journalism’s role in promoting unity, social justice, and democratic development.
Globally, journalists like Bob Woodward and Carl Bernstein (of Watergate fame), and Christiane Amanpour have reshaped public perception and policy. Nigerian media legends such as Dele Giwa and Kayode Soyinka likewise exemplify the power and responsibility of the profession. Sam Amuka-Pemu stands proudly among these giants.
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Throughout his career, “Uncle Sam” championed ethical journalism — truthfulness, fairness, and accountability — values he upheld unwaveringly. He earned the public’s trust, recognizing that journalism is not just about reporting, but also about educating and enlightening society.
Beyond his writings, Amuka has mentored countless aspiring journalists. His wisdom and experience remain invaluable to those privileged to learn from him. His legacy continues to inspire new generations committed to ethical, responsible journalism.
A Word of Exception
For someone in the public eye for so long, Uncle Sam’s career has had its challenges. He eventually stopped writing his popular “Sad Sam” column, citing his advancing age and a perceived loss of “innocence.” He voiced concern about being misunderstood or misquoted in a more polarized media space.
Even so, he remains a firm advocate for balanced, fact-based reporting. He has also been vocal about declining journalistic standards in Nigeria, attributing this to poor training and the rise of “armchair journalism.”
Conclusion
Sam Amuka-Pemu’s contributions to Nigerian journalism allowed him not only to hone his craft but also to mentor a generation of journalists. His columns and essays have sparked critical conversations on politics, society, and culture.
As he celebrates nine decades of life, Nigeria’s journalism industry faces new challenges — especially the shift to digital platforms. While these bring exciting opportunities, they also require newsrooms to adapt quickly and uphold high standards of accuracy, fairness, and truth.
Despite growing global recognition of Nigerian journalism for its vibrancy and independence, journalists still face harassment, censorship, and threats. Protecting press freedom and ensuring journalists’ safety remain urgent priorities — and the wisdom of Uncle Sam is especially needed in this era.
As the father of modern Nigerian journalism turns 90, the media must recommit to excellence. Investigative journalism, fact-checking, and analytical reporting must remain cornerstones of the profession to maintain public trust.
In this changing landscape, Sam Amuka-Pemu’s legacy endures as a guiding light — a beacon of truth, integrity, and storytelling that elevates society and strengthens democracy.
Many happier days, good old Uncle Sam!
Ambassador Godknows 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.”