The internet is gaining ground as many people are turning digital day in, day out. Ideally, Kenyans spend 50% of their income on the internet, according to a report. Personally, I’d rather buy 130MB than spend the 100 bob on lunch. To take advantage of this, mainstream media and other news outlets are investing on websites and e-paper rather than meat wrappers. Nation Media Group has a relatively good online presence as many people visit their online portal, www.nation.co.ke, to get fresh stories.
Nation’s portal, www.nation.co.ke records an average of 90 million views every month, making it the biggest website in the region in terms of traffic. The massive number is complemented by a huge following on Twitter and Facebook. The portal has 1.7 million fans on Facebook and its Twitter handle has 0.7 million followers. According to Alexa, the average time spent by readers on the site is six minutes and thirty five seconds. The site is ranked position 15 in Kenya and 8,229 in the world.
Nation Media Group would like to take advantage on the numbers and make online news delivery platforms into sustainable revenue streams. To add on the websites, the group has a potential SMS-based news alert subscription service that has a good number of people.
Nation Media is set to bank on digital space and revamp the print platform with the launch of a $20 million state-of-the-art printing press. “We shall continue to invest in digital platforms knowing fully well that this is the future of media. But people are still buying newspapers.” Said Joe Muganda, NMG’s chief executive officer.
Digital marketing and internet subscription is growing very fast and service providers are developing new ways of improving the space. Safaricom recorded the largest number of mobile data subscription of 12.5 million followed by other providers who registered fair subscriptions. The number essentially implies that 8 out of 10 Kenyans have internet access. The Communications Authority of Kenya recorded 29.6 million Internet users in Kenya and a total of 99% in mobile data subscription.
Business daily reports that the revamped press will improve efficiency in the company. Nation Media Group expects to gain a 45 per cent improvement in speed — printing up to 86,000 copies per hour — and allowing the editorial team more time to refine content, turn around editions and improve market arrival times. Nation media website receives more than five million visitors every month with 70 per cent of readers accessing the site via mobile devices. In addition, the news site attracts more than 150,000 readers’ comments every month.
The group has other sites like www.businessdailyafrica.com, NTV, QFM, Swahili Hub, and online classified site N-Soko that generate revenue.