An interesting and growing market has opened up for newspapers with online editions in Africa: the expat reader looking for news about home from a familiar news source. The print version of newspapers remains paramount in Africa in terms of readership and revenue, but newspaper organizations are waking up to this new medium's potential.

When Kenya's Daily Nation launched its website a decade ago, it had a clear vision. The country's leading newspaper recognised that the 1.8 million Kenyans living abroad had little access to news from home, and that an online edition would have mass appeal to the increasing number of ex-pats who hungered for news. This is something that editors and publishers across Africa should bare in mind: the International Labour Organisation estimates there are some 7.1 million Africans living outside their home country. The number is rising rapidly and by 2025 could climb to one in ten, the IOM predicts.

The Editors Weblog spoke with the Daily Nation's managing editor of special projects, Macharia Gaitho, about his newspapers online edition and he said: "We wanted to extend the paper's audience beyond Kenya's geographic borders to deepen the paper's voice and authority, while also offering a service to the growing Kenyan diaspora." The website was launched formally in October 1998 with a dedicated team, following trials the previous year just before the Kenyan general election.

This service goes back to the very foundation of what newspapers are all about, they are not only providing a news service, they are also serving their communities, even the members of it who have moved away.

The fact that the online edition is very reflective of the print edition is a pull to the expat community who will immediately have the emotional response of recognition and thus feel "familiar" with the web version from their first visit, this familiarity will likely encourage return visitors. As one of the most trusted news organization on the African continent, it would already be a first port of call for expats looking for news from home, but with its easily navigable site, clear graphics, photographs, video footage and with a style that echoes the print version, they have cleverly tapped into the expat market.

Gaitho, who describes the Daily Nation website as the "recognized go-to place online for news on Kenya" said it was important that the web edition reflected the "Nation's look and feel."

The Daily Nation site has recently undergone a revamp and the new-look site achieved 50,000 unique visitors daily in its first week after the launch. The previous version averaged 80,000 unique visitors daily. Explaining this disparity in visitors, Gaitho said: "Because of faster download speeds and improved features, we project the new one will surpass 80k".
 
However, some news organisations in Kenya have been slow to see the potential of this new market and only have a web version as a nod to this evolving technology without fully engaging with the medium. Dr George Ogola at the University of Lancashire says that in Kenya, "The element of interactivity, the very essence of 'experiencing' news online remains unexploited." He believes that news organisations need to recognise that with the advent of online news, the relationship between the reader and the newspaper has been altered.

The appeal of ex-pat readers is therefore another attraction for African newspapers to consider when they lead the charge to online editions, not only for editors looking to boost their news organizations readership and to keep their media house relevant, but also to appeal to advertisers such as Western Union who wish to reach the expat audience. It is as a result now mandatory for any newspaper in Africa to have an online edition.

The Editors Weblog spoke to the Directeur de Publications at Le Jour in Cameroon, Haman Mana, about his thoughts on this issue. Recently launched newspaper Le Jour is a particularly interesting case, as they chose to launch the print and online version at the same time on the 17 September 2007. This decision underscores how online media is growing in importance in Africa, even though print still creates more revenue and attracts a larger readership. When I asked Mana about his thinking behind this decision, he said bluntly, "It is inconceivable for any Cameroonian newspaper that wants to be taken seriously not to have an online edition."



Mana agreed with Gaitho on how it is important that the online edition mirror the newspaper, saying, "The design was an important step for us, because we wanted to keep the spirit of the print edition." Mana reports that a significant portion of Le Jour's online readership is also made up of the Cameroon disapora. He also highlighted how having an online edition is simply good publicity for a newspapers brand, he said the web version has opened up a world of markets to Le Jour and, "it permits us to have a global presence and visibility."

It is therefore clear that the expat reader opens up a whole new market of readers and revenue to Africa's newspapers. For those organisations that are reticent about connecting with the web, they need to be aware they are ignoring a growing market waiting to be exploited. The African web news market is already jostling with competitors, so if they do not leap now, they could miss out completely.

Sources: AllAfrica.com, Business Daily, International Labour Organisation, Daily Nation, Le Jour