mapping which markets
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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 ”,. - PowerPoint PPT PresentationTRANSCRIPT
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Characteristics of African media
marketsGuy 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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From whence comes this talk?
- taught media management- founded Sol Plaatje Institute- managed South newspaper
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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.
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1The big picture
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Africa: the
practicevs the Theory:
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First world: follow market
Third world: build market
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Western media economics … → Editorial ↓ ↑ Audiences ↓ ← Advertising ←
+… ADVERTS at the top
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African media economics:
add POLITICSEditorial here is driven by:
government & opposition
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Objects notconsumers;
“Subjects”, not “citizens”
!As for
Audiences:
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Adverts in
broadcasting, incl “public” broadcast.
But print relies on cover price
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ContinentScale &
Languages
Cross-company
Cross- platform
+ Cross-
country
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Challenge: Websites in Africa are just add-ons:
brand-building or diaspora service role.
Small – but strategically vital & forerunner to
mobile web
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2IssuesFor AfricanMedia (4)Development
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Deepening density
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“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!
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Deconstructing density:
–Media Provision•More media in the society
– growth, expansion, new titles,– Media Consumption
•More use of the media–Access, awareness, devices, costs
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Puzzle: - Does supply side drive demand, or vice versa?
- Where should we concentrate energies?
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Complex linkage• 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
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Is African media just young and merely needing help to grow?
Question…
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HOW?FinanceSkills
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Is African media just young and merely needing help to grow,
or are there also obstacles
such as oligopoliesand
oligarchs?
Question again…
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HOW?FinanceSkills
ENVIRONS
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3SomeDetail
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Against generalising
• 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
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Lifecycles
–Waves: Rise, & decline (SA alternative press)- OR
–Transition (Namibian, Post)•Succession is an issue
–OR: politically-tied, not really “independent” (Malawi)
Politically driven
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Ouch!
•Media freedom: Zim – don’t invest your savings in independent media!
•Access to information•Insult law•Taxations
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States – another side• SA: MDDA – finance and support • SA: Skills development levy• SA: local content for
broadcasting• SA: foreign investment
facilitated (%) Yes!
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4TotalMultiplexStrategy
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•Media in USA was never > 5% GNP
•Media spend per family also 5% max
McCoombs’ Constancy Factor
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•New media must take from old.•Re-slicing of ad & audience pie.
•People don’t increase total media consumption, instead they switch between “Functional Equivalents”.
Meaning that….
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But…
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• 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:
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• 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
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•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…
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• Success means papers run by people 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…
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Innovation 1
Aids: doing good and
doing well(NIE too)
Innovation 2
Partnershipswith cellphonecompanies on
SMS
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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
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Innovation 3 Phoenix
radio, Lusaka:
Traffic report;Interview technique
Innovation 4
Convergence: IPP, Nation
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5Ideasanew
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SA: stimulating small media• National ad procurement agency.• System for circulation verification•Printing procurement• Discounted connectivity• Networks need strengthening•Technology plan.
(Hadland & Thorne)
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• 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:
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Microfinance neededSystematic training
Mentoring Open Source
ALSO
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6Addingit up
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Situate:Africa
(not homogenous) Focus on:
Politicsas a motor or
as a roadblock!
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States: can be positive.Density issue & our
specificity, Small successes
Looking ahead:Newspaper, TV markets shrinking in First World.But huge potential for all
media in Africa…
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“The lion wakes tonight”?
Thankyou
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• Hadland, A and Thorne, K. 2004. The People’s Voice. HSRC: Bellville.
• Milne, C et al. SPI: Grahamstown