The People Daily, one of Kenya’s oldest newspapers, has officially transitioned to a digital-only format, ending a 32-year run of print editions. On November 29, the Mediamax-owned publication released its final issue, marking a pivotal moment in the nation’s media industry.
This development is part of a growing trend in Kenyan journalism, where traditional print outlets face mounting challenges. Shrinking advertising revenues and shifting audience preferences have forced media companies to rethink their strategies. People Daily’s decision, while touted as environmentally conscious, is also seen as a necessary step to survive in a rapidly digitalising world.
“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,” said Mediamax CEO Ken Ngaruiya.
The Shift to Digital
For a decade, People Daily relied on a free, ad-supported model to remain viable. However, dwindling corporate and government advertising—long the lifeblood of Kenyan media—has made print operations unsustainable. By focusing solely on digital, the publication hopes to tap into younger, tech-savvy audiences who increasingly consume news online.
Ngaruiya praised the transition, calling it a bold step that positions the paper as “Kenya’s first major newspaper to fully embrace digital publication.” While this is a significant milestone, the challenges of online media are not lost on anyone. Even Nation Media, East Africa’s largest media house, has struggled to make digital operations profitable.
Despite these hurdles, digital journalism in Africa has seen some success. Outlets like Nigeria’s Premium Times have demonstrated that focusing on online content can yield growth. The People Daily hopes to replicate this model by amplifying diverse voices and taking advantage of Kenya’s growing demand for digital news.
Kenyan news consumption is shifting dramatically. A report by Odipo Dev highlights how platforms like Nairobi Gossip Club (NGC) are eclipsing traditional broadcasters such as Citizen TV. During the June 2024 Finance Bill protests, NGC outperformed legacy media on Meta platforms, becoming the country’s top news source.
Advertisers, too, are redirecting their budgets to digital platforms, where targeted campaigns deliver measurable results. This migration shows how difficult it is for print media as they try to attract both readers and revenue in an increasingly online world.
