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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Digital Native Media: Growing Online Audiences And Challenges Of Monetization, Martin Wachira Njoroge
Digital Native Media: Growing Online Audiences And Challenges Of Monetization, Martin Wachira Njoroge
Theses & Dissertations
Digital native media platforms have grown and amassed massive audiences and readership online. Despite the audience growth, they have been experiencing challenges in monetizing and generating revenues. The objectives of the study were: (a) to establish monetization opportunities for digital native media houses, given their growing online audience numbers, (b) to determine strategies deployed by digital native media to help them monetize online content given the high numbers on the digital platforms, and (c) to establish challenges digital native media are facing in leveraging the online audiences and monetizing the content. The study adopted a qualitative research approach and employed …
Monetising Digital Content: Lessons From Nation Media Group, Augustine Kipkosgei Sang
Monetising Digital Content: Lessons From Nation Media Group, Augustine Kipkosgei Sang
Theses & Dissertations
The advent of digital media has seen legacy news organisations record a decline in revenue as audiences shifted online, where access to information was relatively cheaper and more convenient. Newspaper circulation plummeted, and so did their revenue as advertisers followed the audiences online, where the media were abundant and could pay less. Media houses switched focus to digital after traditional models were disrupted, the intention being to use digital to plug the losses in legacy platforms. Within this tenet, this study sought to determine the lessons learned by legacy media in Kenya and identify the critical success factors in the …