murchr wrote:They need to stop golfing and start innovating. Get rid of the chairman, recruit a new digital print boss and get rid of the TV head. In this new age, they can't afford to stay with people who have an archaic kind of thinking.
Boss, NMG are doing nothing wrong, it's the industry that's in for tough times ahead. Digital is the future, but the fundamentals of digital publishing are pathetic.
1. On digital news there is no barrier to entry. Any idler can whip up a wordpress blog, get some traffic with controversial posts and compete with Nation for ad dollars, unlike print where the printing press is a huge barrier to entry.
2. Digital ad budgets are split up, with around 80% of most budgets going to search engines and social networks.
3. There is banner blindness and ad blocking online, which makes the digital publisher ads less effective.
4. Online, Nation is dependent on Google and Facebook for traffic
5. Clients are not coming on board with digital as fast as the readers are
Online news business ni mashida tupu for traditional media. Only small, cheap outfits, the likes of Daily Post and Ghafla are profitable. Even look abroad, guys like New York Times has been suffering the past 10 years. It's only now that the trend is catching up in Kenya. I would advise people to dump the media stocks for now. They will be donkeys for the next 3-5 years at least.