Halimah Olamide
Media experts have proposed various means of promoting locals news and journalism especially in prints and online media.
This was discussed via a zoom meeting on Thursday with the theme, “State of the Newsroom 2021: Outside the mainstream”, which seeks to summarize and look back into previous years of media work to try to get a sense of where the media landscape is at.
The executive director of the association of independent publishers, Kate Skinner said that a lot more of local media publishers have started to print again ever since they stopped during the pandemic.
She also said, that a good number of publishers have began to put more information out on social media, they have developed websites but yet still thinks the environment is tough in terms of advertising, the economic environment and the possiblilty of funding the publication.
“We discovered that a lot of publications that had closed during the pandemic had started to print again.
“A number of our publishers have started to out a lot more information out on social media, they are starting to develop websites but i think the environment is really tough, the advertising, the economic environment and the possibility of funding the publication is really difficult.” she said.
Skinner highlighted advertising as one of the key challenges faced by the local media and another being getting advertising funds from the government which according to her is a tough one. She explained that 30% funding is supposed to be allocated into the community media but it doesn’t seem to be so.
“One of the biggest issue is advertising, getting advertising into publication. Literally, just getting advertising funds is a big issue and the big issue is getting advertising money from the government which is such a tough one.
“30% is supposed to be going into community media and that doesn’t seem to be coming to us.”
She further stated another challenge, which is making money online, saying it is real commitment from members to have a website to put out information.
According to her, it is quite difficult for small publications to make money as the purpose of a small publication is to deal with the audience that is right there and the fact that there isn’t a bigger audience does not mean the job isn’t being done.
“In fact , you are doing your job because you are making sure that those around you are getting the news and information they need but the problem is you need to have huge numbers to be able to have revenue.” she stated.
Skinner however suggested that publishers should look beyond social media, but still have a website and also look into other funding stream sections.
“How do we ensure we make money online but we still do quality journalism when we serve our audiences?
“At the moment, we are saying, go beyond social media, have a website but still have your print edition, maybe also look at other funding stream sections.”