Date of Award

2024

Document Type

Dissertation

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Dr. Denis Galava

Department

Graduate School of Media and Communications

Abstract

The era of digital disruption has compelled media houses in Kenya, as it has worldwide, to undergo a fundamental reassessment of their operational models for survival and sustainability. One such model that has emerged in response to these challenges is the paywall, which some media organizations are now exploring as a viable and alternative source of sustainable revenue. Notably, the Nation Media Group blazed the trail in Kenya by pioneering the implementation of a paywall. This undertaking presents an array of challenges and opportunities that warrant careful consideration. In the context of this study, which employed a qualitative approach, it has become evident that conducting thorough research before embarking on paywall implementation is key. Media houses must prioritize the cultivation of a paywall culture among their staff and seek to garner audience buy-in before venturing into this new revenue model. This study underscores the significance of delivering high-quality content that justifies monetization efforts. To support the successful implementation of a paywall, media organizations must also invest in robust digital infrastructure capable of facilitating seamless access and user experience for their subscribers. These strategic considerations are vital in navigating the complex landscape of paywall implementation in the evolving media ecosystem.

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