Date of Award

2024

Document Type

Dissertation

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Dr. David Muturi

Department

Graduate School of Media and Communications

Abstract

In today's digital age, media organisations grapple with declining revenues due to the shift from print to digital platforms. To tackle this challenge, there is a pressing need for these organisations to explore sustainable business models that prioritise revenue from readers. This project aims to address this issue by delving into data-driven strategies centred around readers' preferences and behaviours, aiming to sustainably spur revenue growth. The primary objective of this project was to craft and implement a reader-focused strategy to boost revenue. To achieve this, specific goals were outlined. Initially, the project sought to explore reader preferences and behaviours in digital media consumption. Subsequently, it aimed to categorise content segments based on these identified reader traits. This segmentation will empower media organisations to devise personalised digital content and pricing strategies, fostering increased reader engagement and revenue growth. By understanding the unique aspects of each segment, this researcher aims to recommend a revenue growth strategy that is reader-centric, offering a framework for implementation, testing, iteration, and optimisation of these strategies. The need for a transformative shift becomes clear as incremental methods struggle to keep up with the rapid pace of change. Leadership becomes pivotal in navigating this digitally disrupted terrain, demanding innovation, creative thinking, and a strong commitment to leveraging data and technology. With consumers increasingly empowered by digital tools, their shift toward web-based platforms, driven by engaging content from social media aggregators, necessitates media organisations to tailor content and revenue strategies for diverse user groups. Content remains at the core of this transformation, with journalism being the foundation of media enterprises. These organizations are reshaping their competencies to engage audiences across various platforms, embracing diverse teams within their newsrooms. This abstract aims to offer insights into a reader-focused revenue growth strategy for media organisations experiencing declining revenues amidst digital disruptions. Through the analysis of reader preferences, delineation of content segments, and crafting personalised strategies, this project aims to drive reader engagement and ultimately increase revenue. The ultimate goal is to develop and implement a reader-centric revenue growth strategy, providing a structured approach for refining and optimising strategies to navigate the ever-evolving media landscape sustainably.

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