Why the newspapers will not die very soon
A newspaper vendor. Reporters and courts should always look out for the best interests of all children. FILE PHOTO |
What you need to know:
- Despite the increased use of social media, the report says, traditional channels like radio, television and newspapers will continue to dominate in the entertainment and advertising segment for some years taking the largest pie of this figure.
- Content producers and advertisers, the report says, will be faced with challenges of anticipating consumer preferences due to multiple sources of information within a locality.
Traditional channels of communication will retain the big portion of advertisers’ budget despite the increased use of social media in relaying information.
According to a PwC’s report titled Kenyan Entertainment and Media Outlook, this trend will hold over the next five years where the country’s entertainment and media expenditure is projected to grow 16.3 per cent, the highest in the world to hit Sh255 billion.
Despite the increased use of social media, the report says, traditional channels like radio, television and newspapers will continue to dominate in the entertainment and advertising segment for some years taking the largest pie of this figure.
“..while consumers globally continue to embrace content delivered across multiple digital platforms, Kenyan advertisers’ loyalty to traditional media will continue in the medium term,” the report reads in part.
Consumer spending on Internet access is the fastest-growing area, but television will remain the most effective channel for advertising.
This is mostly because of the elderly who have relied on it over the years and grown to trust it more.
Content producers and advertisers, the report says, will be faced with challenges of anticipating consumer preferences due to multiple sources of information within a locality.
The report also notes that many consumers still lack basic access to the internet and mobile services, due to cost or infrastructure shortfalls.
