Magazines vanishing from news stands

By Patrick Githinji

Magazine circulation cannot be sustained in future without investing in digital formats of the same online, as the web gets easier, cheaper and faster to access, and on-demand publishing takes over.

The collapse of East Africa Magazines (EAM) was the latest in a string of spectacular fold-ups that reflected changing reader preferences, and the shrinking advertising cake for print publishing in Kenya.

It came two years after the last issue of the much respected and admired eve magazine from Oakland Media was published.

Long before all this, The Weekly Review, credited with introducing serious political analysis in Kenya, died in the early 90s, as the democratic space for a free press became increasingly restricted under the old Kanu government of former President Moi.

After it, the Economic Review fought bravely to further the banner of independent political analysis, only to collapse after the Kanu regime brazenly put pressure on its advertisers and distributors.

Free press

Much has changed since then, with a relatively free press and the advent of digital media the most obvious.

But while investment in the industry grew, the collapse of other titles, including Cosmopolitan East Africa, QZ and Business in Africa all associated with media gurus in the country, has rendered several prominent journalists jobless, and forced investors in the industry to rethink strategy.

What ails the magazine industry today? Among them are poor research and a failure to accept changing market conditions, including declining personal incomes and a struggling economy.

Media able to match content to particular households are getting more advertising compared to those still publishing for a general audience. Advertisers are more willing to pay premium rates to support content that speaks to their target audience.

"Most publishers start magazines, not because there is need or niche for the future, but because they want to compete," says Mr Hanningtone Gaya, a former Chairman of the Media Owners Association (MOA) and Chairman of Brand Kenya Board.

Mr Richard Mukoma, CEO of Interbrand Sampson East Africa, says most publishers of magazines have never bothered to package them with changing readership preferences in mind.

With advertisers still struggling to balance revenues after two years of slow economic growth, they are pickier about where they put their money.

Another factor is the significant reduction in advertising from the Government over the years. There has been concern that these developments have opened the window for advertisers to influence editorial content, sometimes cancelling orders when they are mentioned adversely in stories.

Advertising revenue

But Barrack Muluka of Mvule Publishers says that in a democracy, as long as publishers keep their editorial content balanced and remains independent, their products will retain their appeal to readers and they will have significant advertising revenue to stay business.

"The editorial should appeal to serious readers rather than just advertisers," says Muluka, who is also a columnist with The Standard on Sunday.

He adds that advertisers want to be identified with popular products.

Newspapers have massive influence, but have failed to encourage a reading culture for news other than politics and gossip, notes Muluka. This makes it hard for magazines specialising in non-political segments to survive.

But Gaya dismisses this notion.

"Kenyans are going back to school, and universities are opening everyday. Don’t let anyone blind you with reading culture as an issue."

Information Permanent Secretary Bitange Ndemo says it will not be long before some of the failed publications reappear online.

"They are going to come out strongly through online versions. Majority of the advertisers have cut their budgets for print ads and turned to online products since the costs are affordable and relatively cheaper. There is a huge shift to citizen journalism, which has eaten into the traditional market for magazines," says the PS.

Small players

Another player in the industry and Proprietor of Small and Medium Enterprise Magazine Kaminju Mwangi said that huge expenditures and lack of goodwill from the readers have contributed to the folding of the magazines.

Some of the events leading to the collapse of Oakland Media’s and EAM’s eve and Drum and True Love magazines respectively, remain unclear, but sources say common threads were rising distribution costs and falling advertising revenue.

Ill-thought out buying sprees by Media 24, the South African outfit behind EAM, ostensibly to lock out competition, also played a part in its downfall, as did the pullout by Nation Media Group, the partner of Media 24 in EAM. The parting of ways left Media 24 to shoulder the burden of EAM’s distribution costs.

Well placed sources say there was little symphony in the partnership with NMG, when it came to editorial issues, with disagreements over policy and administrative matters common behind the polished, glossy image of the magazine covers.

There were also constant changes in distribution that bred ill feeling. Before, the closure last week, the firm published its last edition of Adam and Twende last year. A partnership between Twende and TN (Travel News) also floundered badly.

Expect to see South African versions of the magazine in the market soon.