Mediamax-owned People Daily, a 32-year-old Kenyan newspaper, has announced the cessation of its print operations to transition to a digital-only model. The newspaper published its final print edition on November 29. This decision highlights the evolving dynamics of the Kenyan media landscape, where traditional print media faces challenges due to declining advertising revenue and shifting consumer habits.
People Daily, which adopted a free, ad-supported model a decade ago, cited environmental sustainability and the need to attract younger, digitally-savvy audiences as reasons for the shift. However, the move is also a cost-cutting measure driven by the decreasing ad revenue in a market heavily reliant on corporate and government advertising.
“People Daily going green means using digital printing to publish an e-paper and reducing 100% the environmental impact of newspaper production and associated supply chain processes while still upholding the proper ethics of journalism,” stated Mediamax Network Ltd CEO Ken Ngaruiya on Friday.
The newspaper aims to amplify diverse voices and align with the growing trend of online news consumption. However, the success of this transition remains uncertain, as even established players like Nation Media, East Africa’s largest media company, face challenges in sustaining online media operations.
“In a bold move, People Daily has now embraced this transformation fully, becoming the country’s first major newspaper to transition entirely to digital publication,” Ngaruiya added. He noted that publications like Nigeria’s Premium Times and Sahara Reporters have built reputations for digital journalism, often prioritizing online distribution to reach wider audiences.
The Kenyan news market has been particularly challenging, with experts arguing that traditional media companies were slow to adapt when online platforms emerged over 15 years ago. This sluggishness allowed digital outlets to secure advertisers and establish long-term business relationships.
According to a report by Odipo Dev, Kenyans increasingly favor digital-only news platforms over traditional media. Nairobi Gossip Club (NGC) topped digital rankings, surpassing Citizen TV and Nation Media-owned NTV Kenya. During the June 2024 protests, NGC was Kenya’s leading news source on Meta platforms, overshadowing traditional media.
Advertisers are reallocating budgets to online channels, where targeted campaigns and measurable results offer more value. Younger audiences prefer the immediacy and convenience of digital news, leaving print media struggling to maintain relevance in the digital era.
