Date of Award


Document Type


Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Dr David Muturi


Graduate School of Media and Communications


The capstone project investigated the subscription-based revenue Model in the context of news content, using The Standard Group in Kenya as a case study. The aim was to evaluate the viability and impact of this Model in sustaining quality journalism amidst changing consumption patterns and unpredictable advertising revenues in the digital age. Employing a mixed-methods approach, the research integrated qualitative and quantitative methodologies. Through extensive literature review, industry analysis, interviews with experts, stakeholders, and consumer surveys, it explored the historical evolution, merits, challenges, and perceptions regarding paid news content in Kenya. The study focused on The Standard Group, a leading media conglomerate in Kenya, analyzing its strategies, such as paywalls, content offerings, and user engagement, to derive insights applicable to similar media organizations facing similar challenges. The outcomes of the study included a comprehensive understanding of how the subscriptionbased revenue model interacts with news content in the Kenyan media landscape. The research findings provide insights for media practitioners, policymakers, and stakeholders to develop sustainable business models while upholding journalistic standards. Additionally, it offers empirically-driven recommendations to enhance revenue diversification, audience engagement, and the viability of a subscription-based Model for news content in Kenya and potentially in other analogous markets globally. Ultimately, this project provides a nuanced perspective on the intersection of journalism, business sustainability, and audience dynamics. Its goal was to contribute to scholarly discourse and industry practices regarding the future of news content monetization in an ever-evolving media ecosystem.