Right here, media updateby Taylor Goodman chats with Municipal press‘ editor, Mondli Makhanya, on maintaining brand relevance, navigating media trends, ethics and more.
Let’s go inside:
How would you describe the current state of the media industry, both globally and locally?
It is both difficult and exciting. The Covid-19 pandemic has hit media companies hard. Pandemic-inspired economic downturns have had a catastrophic effect on revenue, with advertising dwindling to a trickle.
Print shops have been devastated by the shutdowns, which have seen consumers locked in their homes for months. This has led to a painful period of shutdowns, cutbacks and huge downsizing in every corner of the world. South Africa was not spared and we saw some iconic titles shut down.
But the pandemic has also stimulated innovation and forces the media to accelerate their digital transition.
Municipal press, like others, had to hone its digital strategy on the best ways to engage users seven days a week and grow its online audience. This involved honing talent in digital skills and elevating storytelling prowess to be equally engaging on all mobile platforms.
[There has also been an increase in the] mobile content consumption…
It can be difficult to maintain brand relevance in rapidly changing times. How has Municipal press managed to achieve brand relevance over 40 years?
From the start, Municipal press was a model of courage and fidelity to the truth. [In] refuse to be censored and [seeing] its journalists harassed and imprisoned, Municipal press still didn’t give in.
The newspaper has continued this tradition of speaking truth to power to this day. Municipal press journalists shed light on the emerging habits of the new elite. This is something we continue to do through our investigative journalism, hardline reporting and opinion/analysis.
Our journalists are connected to all facets of society, which allows us to give our readers excellent insight.
Plus, we’ve kept up to date with design innovations and modern storytelling tools. Besides telling the story precisely and exciting, Municipal press does he do it nicely.
What trends do you see gaining momentum in the media industry?
1. The pandemic has shown how customer habits have changed and this has had a direct impact on the media industry. It is imperative for everything media houses and publishers to refine their understanding of how users interact [with] us online and what influences their purchasing and consumption habits. This allows us [in the media space] to give them what they want.
2. Trust and ethics are key business drivers guiding us into the future. Brands that readers trust will always have a strong, loyal following that will support them.
3. Use data to better understand readers’ needs [will] alert us to new content formats and media products that readers are attracted to. [This] will continue to influence our publishing for years to come.
There is a lot of controversy that print publications remain a priority in a highly digitized society. How has Municipal press up to this challenge and what advice would you give to other publications?
Being a hybrid publication with both print and digital presence, our voice in the digital space has remained competitive. Our signature courageous journalism across all platforms is what readers respect and investigative and questioning journalism continues to set us apart from our competition.
Have a engaged mobile audience led us to create additional avenues, which enable constant engagement with our readers. We have seized the opportunity on our biggest social media platform, Twitter, and have developed regular state of the nation roundtables.
Our advice to other publications is to stay true to your voice.
The subject of ethics in journalism is currently in vogue with media update readers. What advice do you have for budding journalists wishing to offer cutting-edge and meaningful content?
I would share the advice of one of my first editors who said that we must never forget that what attracts journalists to this noble profession is the sense of idealism, the conviction that we want to change the world . He said we should never lose that, despite journalists’ natural tendency toward cynicism.
I would say always remember that you are a servant of the truth and not of your sources, the government or any other powerful interest. Before embarking on a reporting project, ask yourself: Why am I doing this story? It always sharpens your approach and keeps you honest and true to your craft.
What tips do you have for brands to maintain relevance? Be sure to let us know in the comments section below.
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If you want to learn more about the ever-changing media industry, be sure to read our article, Three ways journalists can keep their content relevant in 2022.
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