05/04/2023
Sustainable Journalist conference
Nairobi Kenya
By Leonard Vundla
Media practitioners, journalists, Academics and entrepreneurs converged at Aga Khan University Kenya to find solution for the challenges the media fraternity is facing. From the candid discussions, it was clear that journalism situated in the current mainstream media business models could face obliteration mainly because audience dynamics has changed as it is in their domain to select what stories to pay attention to. Mere distribution of content was no longer the key to journalism but ensuring relevant content reached niche audience who will pay attention to it, drives good journalism.
The three-day Sustainable Journalism conference organized by Sustainable Journalism Partnership, Witswaterand and Aga Khan Universities as introduced by Lars Tallert, Dr Denesh Balliah and Professor Nancy Booker, saw delegates from all across Africa in the name of engaging in a frank and robust discussion about the business dynamic in the media industry the conference participants were given insights into the intent of and what they want to achieve after the conference. Central to the quest was to establish how best the media can ensure their stories reached a targeted audience with same interest rather that than large audience with diverse interests which makes it difficult for the advertisers to measure their success in conversion of audiences into purchasing media products.
Case studies of successful enterprises from Sweden and Singapore was shared with delegates. Patrick Hamsch from Wermlands Tidningen in Sweden introduced teams’ methodology and focusing on community media and how to captivate audience and maintaining them through engaging content. The team’s method put digital marketing experts, marketing executive and editorial teams together and handle market from the same perspective and understanding. The issue of a niche market prevailed so much from South Africa, Sweden and eventually from Rishad Patel from Singapore expanded of the matter of viability of media just like any other business. This is evident in examples shared such as local newspapers to do better than main stream newspapers because it has a niche market of a set demographic. Example of couch in a locality was used to measure success of communication in a local community.The competition of the ugliest tattoo in Swedish community got everybody sending pictures of their tattoos and getting into conversation with each other hence capturing the audience.This showed how it was easy to capture audience when there is sense of belonging and easy access for the community to their medium of communication.Most mainstream media is not accessible to the common man in the neighbourhood.
Media needed to innovate and avoid the trappings from politicians and people of influence in society to avoid losing audience. Gone are the days of long boring articles that infuriated busy people. Today, audiences pay attention to short and precise stories with captivating images. Many people are busy and have not time for long article like before,now people want messages to be conveyed in short and precise manner .Videos and pictures can tell a story in short and interesting way.
The delivery of news and access of channels of distribution need to be easy and the stories need to be told in a very short time. Journalism as we know it , needs to adapt new models of content distribution to evolve and innovate .Otherwise it will face a natural death. Content specific media products were discussed such as magazines that focused on climate change, food industry and motoring or any other targeted market. The vibrant engagement by the conference participants, saw sponsors vowing to come up solutions from the deliberations of the conference that informed a set criterion for funding and support for small media houses. Six conference resolution to be acted upon were chosen ,one of them is to empower media women in Africa .
Funding of start ups was crucial to the conference hence partners were identified to help small media businesses. Climate change is at the core of our existence and and journalist not taking part in educating the populace in a language that is clearly understood by common man in the street will be a neglect of service to their community . The for the sustainability of mother earth and its inhabitants is important to every one us.Indeed Africa has solutions for the whole wide world from business ,wars climate change .
