Date of Award

1-1-2025

Degree Type

Dissertation

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Advisor

Peter Misiani Mwencha

Second Advisor

Thrity Engineer-Mbuthia

Department

Graduate School of Media and Communications

Abstract

This capstone study investigated the user needs model at Monitor Publications Limited, the leading independent media house in Uganda under the Nation Media Group (NMG) stable. The study evaluated the role user needs’ in addressing audience preferences in the evolving media landscape. Using qualitative methods including document analysis, which interpreted thematic patterns in the textual data and interviews (KII) of editors and the digital analytics team, the study examined the importance of user needs as a framework that can identify peculiar preferences of audiences and the most relevant user needs dimensions that fit specific audience personas. The study probed the efficacy of the user needs model in regard to growing paywall subscriptions and assessed the challenges affecting the implementation of the user needs across the Monitor publications. The findings revealed that the iteration of the user needs model at Monitor publications has resulted in a recalibration of its content to shift from current news reporting to other forms of enterprise and explanatory reporting, which provide perspective, motivate, and elicit audiences' emotions. This audience-centric approach that is part of the revenue diversification strategy, has resulted in improved subscriptions. The study recommended a systematic approach towards implementing the user needs, which involves a cultural change, imparting journalists with digital skills, and hiring data analysts.

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