Media Diversification in Ghana: Exploring Non-Advertising Revenue Sources for Sustainable Journalism

What is it about?

This study examines the revenue sources and diversification of Ghanaian newspapers, focusing on the over-reliance on advertising and the potential for non-media ventures to ensure financial sustainability. It reveals that most newspapers in Ghana rely on advertising, circulation sales, and owner-funded sources, with a concentration of advertising in a few papers. Diversification into non-media ventures, like Daily Graphic's packaging and courier services, demonstrates the potential for newspapers to achieve financial resilience and maintain editorial autonomy. However, the study also highlights challenges faced by private newspapers, such as smaller size, limited circulation, and ideological constraints, which hinder their ability to diversify and remain financially sustainable.

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Why is it important?

This research is important as it sheds light on the funding models and revenue generation strategies of newspapers in Ghana, highlighting the over-reliance on advertising and the need for diversification. It is crucial for understanding the financial challenges faced by the media industry, particularly in developing countries like Ghana, where the survival and autonomy of print media are at stake. Key Takeaways: 1. Newspapers in Ghana primarily rely on advertising, circulation sales, and owner-funded sources for revenue. 2. Over-reliance on advertising can threaten the survival and autonomy of newspapers. 3. Diversification into non-media ventures can provide newspapers with a better chance of sustaining their businesses and publications. 4. Only Daily Graphic, among the newspapers studied, has diversified into non-media ventures to generate revenue.