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Mapping which Markets

Characteristics of African media markets Guy Berger Workshop by Forum Media and Development, 15.-16. September, 2006 Academy Eichholz Castle, Germany: “Money matters. How Independent Media Manage to Survive ”,.

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Mapping which Markets

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  1. Characteristics of African media marketsGuy BergerWorkshop by Forum Media and Development, 15.-16. September, 2006Academy Eichholz Castle, Germany:“Money matters. How Independent Media Manage to Survive”,

  2. From whence comes this talk?- taught media management- founded Sol Plaatje Institute- managed South newspaper

  3. Mapping which Markets • Finance, facilities (newsprint, PCs, etc) • Audiences • Promotions and events • Pipes/deliveries/frequencies/cable/masts • Distribution outlets • Advertising • Skills (editorial, business) • Services (eg. Market research), business intelligence, auditing, etc.

  4. The big picture 1

  5. Africa: the practicevs the Theory:

  6. First world: follow market Third world: build market

  7. Western media economics … →Editorial ↓ ↑ Audiences ↓ ← Advertising ← +… ADVERTS at the top

  8. African media economics: add POLITICS Editorial here is driven by: government &opposition

  9. As for Audiences: ! Objects notconsumers;“Subjects”, not “citizens”

  10. Adverts in broadcasting, incl “public” broadcast.But print relies on cover price

  11. ContinentScale & Languages Cross-company Cross- platform + Cross-country

  12. Challenge: Websites in Africa are just add-ons: brand-building or diaspora service role.Small – but strategically vital & forerunner to mobile web

  13. Issues For African Media (4) Development 2

  14. Deepening density

  15. “More” media = >prospects for + impact. Africa: Info underload Schechter: more you watch, the less you know. Berger: the more there is, the more our chances to learn!

  16. Deconstructing density: Media Provision More media in the society growth, expansion, new titles, Media Consumption More use of the media Access, awareness, devices, costs

  17. - Does supply side drive demand, or vice versa? - Where should we concentrate energies? Puzzle:

  18. Consumers can increase time with media, or share So demand can increase, with static supply. And, increased production does not necessarily mean more consumption! You can put inserts in a paper, no-one reads. But whichever leads: expanded supply is needed if media density is really to show an increase Complex linkage

  19. Is Africanmedia just young and merely needing help to grow? Question…

  20. HOW? Skills Finance

  21. Is Africanmedia just young and merely needing help to grow, or are there also obstacles such as oligopolies andoligarchs? Question again…

  22. HOW? Skills Finance ENVIRONS

  23. Some Detail 3

  24. Kenya, South Africa, Namibia, Nigeria – relatively developed Audience consumption data available Can withstand govt advertising boycotts Nigeria has privately-driven Nollywood Botswana, Lesotho: hand2mouth Mokgosi “killed” by govt competition Basotho pluralism: a diff paper a day Can’t generalise too much Against generalising

  25. Waves: Rise, & decline (SA alternative press)- OR Transition (Namibian, Post) Succession is an issue OR: politically-tied, not really “independent” (Malawi) Lifecycles Politically driven

  26. Ouch! • Media freedom: Zim – don’t invest your savings in independent media! • Access to information • Insult law • Taxations

  27. States – another side • SA: MDDA – finance and support • SA: Skills development levy • SA: local content for broadcasting • SA: foreign investment facilitated (%) Yes!

  28. Total Multiplex Strategy 4

  29. Media in USA was never > 5% GNP Media spend per family also 5% max McCoombs’ Constancy Factor

  30. New media musttake from old. Re-slicing of ad & audience pie. People don’t increase total media consumption, instead they switch between “Functional Equivalents”. Meaning that….

  31. But…

  32. We come off a low base – room to grow. Also have export potential (Nollywood). In the Info Age, industry has to grow! (incl even the tabloids!) African specificity:

  33. Unlike the USA, Africa is open to role of extra-market resources for growth – eg. volunteers in community radio; State/donor subsidy for public broadcasters or grassroots media. (But cf Kasoma theory on the “donor-dependent” press) Mixed market economies

  34. Community outreach is a necessity not a luxury – for Devt, Visibility, Relevance Show good returns on adspend. Note: which ad markets? new ones? classifieds, supplements?) Stop anti-competitive activities by large companies Cease threat of Municipal newspapers. - SPI Conditions of success…

  35. Success means papers run bypeople with marketing or financial management history or training. Family members feature strongly. Definite role of women leaders/owners. Owners are “strong”, high tenacity and resourcefulness, many are charismatic. High degree of multi-tasking. More “plus” factors…

  36. Innovation 1Aids: doing good and doing well(NIE too) Innovation 2Partnershipswith cellphonecompanies on SMS

  37. SMS news tips, letters service costs $45 a month, covered through the revenue share.One paper has accumulated many thousands of phone numbers which it can use for promotions.Good for building interactivity

  38. Innovation 3 Phoenix radio, Lusaka:Traffic report;Interview technique Innovation 4Convergence: IPP, Nation

  39. Ideas anew 5

  40. National ad procurement agency. System for circulation verification Printing procurement Discounted connectivity Networks need strengthening Technology plan. (Hadland & Thorne) SA: stimulating small media

  41. Merger, acquisitions, ownership, alliances, jvs. Collaborations: Marketing Content-sharing Research Purchasing inputs Cross-language publishing – eg. Naspers Fusion – eg. Business Report Piggy-backing – eg. Sun Newsroom convergence – Cape Newspapers Audience data-mining & sale – Sunday Times Density as destiny – scaling up:

  42. Microfinance neededSystematic training Mentoring Open Source ALSO

  43. Adding it up 6

  44. Situate:Africa(not homogenous) Focus on:Politicsas a motor or as a roadblock!

  45. States: can be positive.Density issue & our specificity, Small successesLooking ahead:Newspaper, TV markets shrinking in First World.But huge potential for all media in Africa…

  46. “The lion wakes tonight”? Thankyou

  47. Hadland, A and Thorne, K. 2004. The People’s Voice. HSRC: Bellville. Milne, C et al. SPI: Grahamstown

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