People Daily, a 32-year-old Kenyan newspaper owned by Mediamax, has transitioned to a digital-only business model, noting that its last print edition was on November 29.
The decision is a reflection of the changing media landscape in Kenya, where traditional print media is struggling as a result of changed consumer preferences and declining advertising revenue.
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Development to appeal to tech-savvy audiences and maintain environmental sustainability
According to People Daily, which switched to a free, ad-supported model 10 years ago, the move was made in an effort to appeal to younger, tech-savvy audiences and maintain environmental sustainability.
Nonetheless, the action is a cost-cutting strategy motivated by dwindling ad revenue in a market that has always depended on government and corporate advertising to survive.
“People Daily going green means using digital printing to publish an e-paper and reducing 100 percent the environmental impact of newspaper production and associated supply chain processes while still upholding the proper ethics of journalism,” Mediamax Network Ltd CEO Ken Ngaruiya said on Friday.
“In a bold move, People Daily has now embraced this transformation fully, becoming the country’s first major newspaper to transition entirely to digital publication,” Ngaruiya added.
The CEO made reference to successful Nigerian dailies that have excelled in disseminating information online.
“Publications like Nigeria’s Premium Times and Sahara Reporters have built reputations for digital journalism, often prioritising online distribution to reach wider audiences,” he emphasised.
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Digital media taking over from traditional media
Experts contend that when online platforms first appeared more than 15 years ago, established media organisations were initially hesitant to adjust, but have begun to embrace the ease and access that come with digital newspapers.
Researcher Odipo Dev said that Kenyans are increasingly choosing digital news channels over traditional media.
Nairobi Gossip Club (NGC) surpassed Nation Media-owned NTV Kenya and Citizen TV to take the top spot in internet rankings.
NGC surpassed conventional media as Kenya’s top news source on Meta platforms during the June 2024 protests.
Advertisers are reallocating budgets to digital platforms, where measurable outcomes and focused campaigns provide greater value.