Nation Media Group (NMG) is reintroducing a paywall across its digital platforms, making it the second time the media conglomerate has put premium content behind a paywall in the past three years.
The paywall comes as the company seeks to boost revenue while providing readers exclusive, in-depth and investigative reporting, according to NMG Editor-In-Chief Joe Ageyo.
“The news consumption habits of our audiences have changed over time, thanks to the explosion of digital technologies. Along with this is the proliferation of information sources, many of which are, unfortunately, not accurate,” Ageyo said in an interview with Nation.Africa. “As a credible news organization, we invest a lot of time in generating high-quality journalism and verified information for our audiences.”
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Ageyo said the shift helps ensure NMG can keep producing exclusive stories and detailed analysis.
“In the circumstances, paid subscriptions help in ensuring the sustained production of exclusive content, in-depth analyses, investigative stories and special features for our audiences,” he said.
Under the new paywall, readers can access premium content for KES 140 per week, KES 450 monthly or KES 3,650 annually.
Ageyo said NMG wants to provide young readers – who increasingly rely on digital platforms – the content they need while listening to their feedback.
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NMG considers a successful paywall one with growing subscriptions, high conversion and retention rates and reduced reliance on advertising, Ageyo said. But most important is resonating with readers willing to pay for quality work.
The paywall was first introduced in February 2021, attracting over 50,000 subscribers by April 2021, NMG reported then. It was removed ahead of Kenya’s heated 2022 election so NMG could maximize reach during heavy political news consumption.
NMG’s profits have declined recently amid rising imported newsprint costs and a weakening Kenyan shilling, the company’s board said. Net earnings dropped to KES 2.9 million in the first half of 2023, compared to KES 247.8 million in the first half of 2022.
