Kenyan newspaper People Daily, owned by Mediamax Network Ltd, has ceased print operations after 32 years, transitioning to a digital-only model. The move reflects the broader challenges facing traditional print media in Kenya, driven by declining advertising revenue and shifting consumer habits.
The final print edition was published on November 29, marking a significant moment in Kenya’s evolving media landscape.
Reasons for the Transition
- Environmental Sustainability:
Mediamax CEO Ken Ngaruiya framed the move as part of a “green” initiative, stating that digital publishing would eliminate the environmental impact of traditional newspaper production.“People Daily going green means using digital printing to publish an e-paper while upholding proper ethics of journalism,” Ngaruiya said.
- Appealing to Digital-Savvy Audiences:
The shift aims to attract younger audiences increasingly favouring online platforms for news consumption. - Cost-Cutting Necessity:
With the print industry’s reliance on government and corporate advertising, declining ad revenues have made the print model unsustainable.
Challenges Ahead for Digital-Only Media
While People Daily becomes Kenya’s first major newspaper to adopt a fully digital model, success in the digital landscape is far from guaranteed. Established players like Nation Media and Citizen TV face ongoing challenges sustaining online operations due to:
- High operational costs associated with digital newsrooms.
- Competition from independent digital-first platforms like Nairobi Gossip Club (NGC), which topped digital rankings during the June 2024 protests, surpassing traditional media outlets.
Kenya’s Media Landscape
The Kenyan media market has shifted significantly over the past decade, with advertisers reallocating budgets to online platforms where campaigns offer targeted and measurable results.
- Odipo Dev Report Highlights:
- Younger audiences prefer the immediacy of digital news platforms.
- Traditional media, slow to adapt, lost ground to digital-only outlets like NGC and Nigeria’s Premium Times and Sahara Reporters.
- Advertising Trends:
The growth of digital advertising and the decline of corporate reliance on print media have made the survival of print publications increasingly difficult.
The Way Forward for People Daily
To succeed in its digital transformation, People Daily must:
- Innovate Content Delivery: Provide timely, engaging, and diverse content tailored for mobile and desktop audiences.
- Leverage Analytics: Use data to offer advertisers measurable campaign results.
- Adopt Subscription or Freemium Models: Experiment with revenue streams that combine ad support with reader subscriptions.
- Strengthen Social Media Presence: Build credibility and widen reach through platforms like Meta and X.
Conclusion
The decision by People Daily to end its print edition highlights the urgency for media houses to adapt to the digital era. While the transition aligns with consumer preferences and environmental goals, it will test the publication’s ability to compete with digital-first outlets in a rapidly changing media landscape.
As the first major Kenyan newspaper to go fully digital, People Daily could set a precedent for others navigating the challenges of staying relevant in a digital-first world.