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engaging content ?
The importance of big data and research cannot be underestimated . It is extremely critical to continously understand the needs and outlook of the consumer and quickly respond to those needs . We have adopted a data-driven decision making approach utilising data and research everyday to develop content , content formats , new features / products and ensure we are delivering a superior user experience to our audiences .
What are your thoughts on the debate about digital media being the death knell of traditional media , especially newspapers ?
I believe traditional media continues to have its important place in our market and is not about to go anwhere soon . Digital media serves audiences by delivering a different kind of convenience . Newspapers have their own audience who still enjoy content delivered through the physical paper and the experience of flipping the paper . For example , while I enjoy accessing content on Nation . Africa , I will still look for my paper everyday to enjoy the touch experience and read content I may not have come across on digital .
How are you catering for some of your ardent readers whose reduced household incomes has pushed to spend around essentials such as food and medicine , puncturing their ability to afford subscriptions ?
Nation . Africa has developed very affordable price plans to cater to various readers who have different levels of share of wallet . When we launched the paywall in February 2020 , we took into consideration the current economic situation brought about by the Covid pandemic and announced a 50 % discount across all the prices for six months . This was as a result of extensive research that led us to implement affordable price plan for as high as Kshs . 750 for annual subscription and for as little as a daily price for Kshs . 10 . We have received great feedback as evidenced through the uptake of the subscriptions .
It has been noted that audiences are moving away from ‘ appointment viewing or listening ’ which refers to fixed programming and now want to watch or listen on demand hence the growing popularity of digital media . How are you catering to this pull of immediacy and allure of instant gratification ?
Our products are now available on social media for access by consumers , as and when they need them . We now have Nation . Africa including Nation Audio and Nation Puzzles which is a purely digital media product , our newspapers are available on ePaper platforms where one can access whether it is last year ’ s or today ’ s issue at whatever time , our broadcasting platforms are available on YouTube , Twitter , Facebook and other digital platforms where you can watch your news and other programmes on the go . All these products can be accessed wherever , whenever and however at your convenience . We are constantly evaluating new ways of delivering content at our audiences ’ conveniences and in accordance to their consumption habits .
Edward Roussel wrote , ‘ newspapers still tend to define themselves by their paper rather than their news . By doing so , they make a critical error at a time when readers and advertisers alike are going cold on paper and turning their attention increasingly to web media ’, and to electronic media in the case of Kenya if we may add . Is this among the insights that informed the launch of Nation . Africa ?
The launch of Nation . Africa sought to respond to the need that some of our consumers have gone whole heartedly digital-socialmobile . In this , we seek to be relevant to by providing unique , high quality content at their convenience . As mentioned earlier , print will continue to be in this market in the foreseeable future because it still has its own unique audience as we continue to play strongly in the digital space . We have delinked the medium from the content and that ’ s why our brand promise doesn ’ t talk about medium but content .
It seems traditional electronic media is doing much better than print , in terms of audiences and share of advertising budget . What in your view would explain this phenomena ?
This seems like a comparison between oranges and apples . I would not say one is doing better than the other . They both play a distinctive role in this market . As mentioned earlier , print has its own audience and advertisers place their communication for different reasons such as adding credibility to their product . Print may not have the millions of audiences that are available on electronic media , but still makes a significant contribution to the advertising revenue of media companies and that cannot be wished away . On the other hand , electronic media provides an advertiser with a wider geographic reach , real-time measurable data and it is easily customisable for audiences .
Digital media in particular is catching the eye of advertisers . For some products , especially now during Covid , digital is the primary media , with mainstream media being the support , a reversal of roles . What are the hurdles in achieving optimal commercialization of your digital platforms with all the attendant huge following ?
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