Paralleling that trajectory, the advertising market in Kenya rose nearly fivefold in the past five years, while there were smaller gains in Uganda and Tanzania, according to Joe Otim, media research and monitoring director at Ipsos research company. Newspapers account for the bulk of that revenue. The group increased its revenue by nearly 50 percent in five years to 12.347 billion Kenyan shillings (US$142.5 million) in 2012. While newspapers elsewhere in the world shrivel, thanks to shrinking ad revenue and online competition, they are still dominant in much of East Africa, where a growing middle class and prohibitively expensive online browsing have allowed the printed word to survive and even thrive.Ī prominent example of this success is the Nation Media Group, the largest independent media house in East and Central Africa and publisher of Kenya’s principal daily newspaper, the Daily Nation. One reason that advertising revenue trumps circulation for East Africa’s newspapers is that readers often share papers to save money. Kenyans read election coverage in the Mathare slum in Nairobi, the capital, on March 9, 2013.
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