Know your audience and speak their language

by Johanna Mavhungu


Case Studies of Sustainable Media Business Models: Kameme FM from Kenya and the Al-Ahram Media Group presented to the AMLC delegates what makes their media organisations sustainable. Kanja Waruru, Group Marketing Director, kick started with facts and figures provided by Steadman research now Synovate Group,on media in Kenya.


One of the commonalities between the two cases was that they understood their audiences, but used two different methods to keep in touch with them. Kameme uses research and niche programming to ensure that audiences interact via phone-ins and book clubs – listeners conduct book reviews. While Al-Ahram has a citizen journalism programme funded by the International Centre for Journalists (ICJ).