Trends and insights into Africa’s media landscape

July 30, 2024

Michael Rubenstein, Head of Africa at the Aprio Group

A recent news announcement signalled the end of an era, with several print publications on the chopping block in South Africa. In this article, I examine the media landscape to see if a similar trend exists in other African countries and ask the ubiquitous question: is there a future for print publications? The Aprio Group operates across multiple African countries and as such, we’re uniquely positioned to examine these shifts in media trends and their impact on the brands and businesses that we work with.

Trend 1: The rise of digital platforms

There is no doubt that the rise of digital platforms is challenging traditional print publications. The growing appetite for real-time information and the increasing demand for instant news has cemented digital media platforms as a permanent fixture in the news landscape. This has led to both a decreased circulation and advertising revenue across many, if not most, print publications with others being forced to downsize or close.

Insight: Those publications foreseeing the trend have been able to shift to digital platforms and adapt to changing consumer preferences.

Trend 2: Some print publications have adapted to the digital shift

Print publications are adapting by incorporating online coverage and many are enhancing their digital presence through social media, mobile apps, and subscription-based models to retain and grow their audience. Additionally, collaborations with tech companies and leveraging data analytics for targeted content delivery are becoming common strategies.

Insight: These adaptations are meeting the changing demands of readers while ensuring their publications are landing with their audience.

Trend 3: Ensuring journalistic excellence and connectivity with audiences

Another trend is cross-border collaborations between media houses to ensure their competitiveness and ultimately, their continued existence. This is a smart move to maximise resources, reach larger audiences and save on high newsroom costs.

This also allows for a broader exchange of ideas and perspectives that lead to enhancing the overall quality of journalism, providing readers with more comprehensive coverage of regional and global issues.

Insight: These partnerships enable media organisations to share content, expertise, and technology, benefitting readers with richer, more diverse reporting.

Trend 4: Resilient positivity exists in publishing houses

The New World Press Trends report for 2023-2024 states resilient positivity is one of the key findings, and showcases publishers’ positive outlook amid uncertainty.

Of the news executives surveyed for the report, 55% said they were optimistic about the next 12 months, and 58% said they were positive about their company’s prospects over the next three years.

Insight: Underscoring the optimism is the expectation that continued investment in new revenue streams will pay off. Nearly all respondents identified AI and automation as the leading areas for investment over the next 12 months, closely followed by data analytics and intelligence.

Trend 5: Personalisation and AI

Publications are increasingly using artificial intelligence and machine learning to analyse reader behaviour, understand preferences, and drive engagement patterns. Algorithms meet the readers where they are at, by curating personalised news feeds, suggesting relevant articles, and adjusting content based on individual reading habits. This level of customisation enhances the reader’s experience and helps publications understand their audience in a way that was not possible before.

Insight: AI can increase reader engagement, deliver tailored content, improving user satisfaction and retention; bringing the reader back for more.

As Africa’s media landscape continues to evolve, one thing is certain – the industry’s resilience, adaptability and creativity will shape its path forward.

If you’re looking for a communications partner that understands the African audience, contact  Michael Rubenstein on michael@aprio.co.za or call 082 903 7797.