An analysis of the user-needs for premium content subscribers: The case Monitor Publications Limited
Date of Award
2025
Document Type
Dissertation
Degree Name
Executive Masters in Media Leadership and Innovation (EMMLI)
First Supervisor/Advisor
Peter Misiani Mwencha
Second Supervisor/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.
Recommended Citation
Mutaizibwa,E.(2025).An analysis of the user needs for premium content subscribers :The case of Monitor Publications Limited(Unpublished)
Included in
Communication Technology and New Media Commons, Interpersonal and Small Group Communication Commons, Journalism Studies Commons, Social Media Commons
