From Start To Success A Handbook For Digital Media .

EDI T ION DW AK ADEMIE 2020From start to successA handbook for digitalmedia entrepreneurs

From start to successA handbook for digitalmedia entrepreneursAuthors: Prue Clarke, Kirsten Han, Eira Martens-Edwards, Hanan Sulaiman,Pauline Tillmann, Ana Paula Valacco, Laura Zommer

ImprintPUBLISHERDeutsche Welle53110 BonnGermanyRESPONSIBLECarsten von NahmenEDI TOR SPrue ClarkeEira Martens-EdwardsPauline TillmannAUTHOR SPrue ClarkeKirsten HanEira Martens-EdwardsHanan SulaimanPauline TillmannAna Paula ValaccoLaura ZommerCO O R D I N AT I O NHanna HempelEira Martens-EdwardsPROOFRE ADMarion MacGregorLouisa WrightDESIGNMelanie GrobPUBLISHEDSeptember 2020 DW Akademie

ContentsForeword – by Carsten von Nahmen 07I. Introduction 1. Editorial – by Prue Clarke 2. Overview of our 21 interviewees from around the globe 3. A three-step approach from start to success – by Eira Martens-Edwards 08101214II. Chapter 1: Getting started – by Hanan Sulaiman 1. Start phase: An idea becomes a reality 2. Funding and revenue streams 3. Members and community building 4. Common characteristics of MENA media markets 1618222427III. Chapter 2: Structure and growth – by Kirsten Han, Pauline Tillmann 1. Funding and revenue streams 2. Staffing and internal organization 3. Members and community building 28303639IV. Chapter 3: Sustain your success – by Laura Zommer, Ana Paula Valacco 1. Funding and revenue streams 2. Staffing and internal organization 3. Members and community building 4. Innovation and investment for the future 5. Main takeaways for successful media startups 424548505255V. Afterword – by Pauline Tillmann 57VI. Annex 1. Glossary 2. Lifecycle of a media startup 3. Canvas for business models 4. Viability Assessment Map (VAM360 ) – by DW Akademie 5. Media Viability Indicators (MVIs) – by DW Akademie 6. Membership Puzzle Project Worksheet 7. Reading list for digital media entrepreneurs 5859636770757880DW Akademie From start to success A handbook for digital media entrepreneurs5

Foreword

FOREWORDDuring the production of this handbook for digital media entrepreneurs, the COVID-19 pandemic spread to all cornersof the world. As infection rates skyrocketed in many countries, the demand for reliable journalistic content grew tremendously. The coronavirus accelerated trends that we havebeen observing for years: Fear of disinformation and misinformation among media users is on the rise and trust in journalists and their media organizations is at stake. Autocraticgovernments have used misinformation laws to increasecensorship and control the digital sphere. Advertising markets collapsed and, with this, media outlets lost large chunksof their revenues.While some might speak of an “extinction event”, at DWAkademie we believe that we can also grow stronger in sucha crisis. There is no doubt that in this environment, small andindependent media outlets that have been in existence foronly a few years — including those from the 18 countries covered in this handbook — have been particularly hard hit.The 21 media startups interviewed for this publication arein the process of establishing sustainable business modelswhich can fund unbiased, impactful journalistic content.They are committed to combatting fake news not just duringCOVID-19, but the many “infodemics” to come. Given the restrictive environments they work in, these media entrepreneurs have to be even more creative, courageous and innovative than those in the Global North.At DW Akademie, we believe that our partners in developingcountries and emerging markets can learn best from theirpeers and that the rest of the world can learn from them. Weinvest in digital innovation because we believe in the benefits of trying out new ways of supporting freedom of expression and access to information. And we are convinced thatfrom the very start, experiencing failure is as important aslearning from success.In this spirit, this handbook provides practical insights andinspiration to digital media entrepreneurs from all parts ofthe world who are dedicated to independent quality journalism. I firmly believe that we can become even more resilientthrough this pandemic and that we will walk through thenext crisis even taller.Carsten von Nahmen, Head of DW AkademieIn our daily work as journalists, we all have to consider ourselves increasingly as managers of viable media organizations that can pay for the production of quality content. Wemust think of ourselves as digital pioneers and innovatorswho dare to revolutionize how media businesses have beenrun, how audiences have been engaged and how storieshave been told so far.DW Akademie From start to success A handbook for digital media entrepreneurs7

I. Introduction

PrachataiWorkshop on investigativejournalism in Bangkok, organizedby Thai media outlet Prachatai.DW Akademie From start to success A handbook for digital media entrepreneurs9

Editorialby Prue ClarkeFor two decades the story of the impact of the Internet onpublic interest journalism has mostly been one of doom. Butin developing democracies, the Internet has sparked a journalism revolution. With Internet access has come an explosionof savvy media startups that have challenged newly electedleaders to strengthen democratic institutions. They have alsochallenged the lumbering media that was the legacy of authoritarian regimes.This handbook documents the learnings of many of the pioneers of the digital startup world, from early birds like Malaysiakini to newer outlets like Animal Político and Mada Masr.It offers learnings, advice and ideas for the many startupsthat have come up with them and those that will come in thefuture. This practical guide is also an inspiring celebration ofthe grit and courage of journalists and their supporters, whowill fight to overcome threats to their financial and physicalsecurity to bring truth, justice and, eventually, better livesfor the people of their countries.What makes this handbook particularly relevant is that it wasresearched and written by startup founders themselves.Rather than being a “how-to” from an ideal but unrealistic outside perspective, startup founders from Latin America, Asiaand the Middle East asked their peers exactly what they wantto know to run their own media organizations.This means it will be valuable for anyone working in the startup space, including those in regional areas of the GlobalNorth. Many of the challenges these startups have tackled arethe same faced in towns and local urban communities fromNew Zealand to Finland and the United States.This publication would have been invaluable to my team whenwe set up two startups more than a decade ago. The first wasFront Page Africa, started in 2007 as a United States-basedwebsite by my colleague Rodney Sieh and some friends in exile from their war-torn homeland of Liberia. The other was NewNarratives, the nonprofit newsroom I started with Rodney inorder to bring expertise and donor money to support independent, investigative reporting at Front Page Africa and otheremerging independent newsrooms in Africa.There weren’t any reports to learn from a decade ago. Donorswere still fixated on an old support model, which believededitorial training — through workshops — was what media indeveloping countries and emerging economies needed to improve. Instead, we learned from other pioneers in our region:Premium Times, the groundbreaking site in Nigeria startedby a group of journalists including Dapo Olorunyomi and mybrilliant former student Musikilu Mojeed, the Sahara Reportersteam, in exile in New York, and Joy FM in Ghana.Like those pioneers we knew the real challenge to good reporting in Africa was the business model. The old model oper-10ated on a pay-for-play system where newsmakers, includingaid agencies, paid journalists for coverage. Premium Times, JoyFM and Front Page Africa paid their journalists decent incomesand forbade them from taking payments from sources, sothey were free to report independently.That approach meant finding a viable independent businessmodel. Like the pioneers in these pages, Front Page Africaand New Narratives have worked hard to find reliable revenuestreams. Technology and the Internet gave us options. TheFront Page team was smart to recognize that the diaspora,largely in Europe and the United States and wealthy relativeto their compatriots at home, was an attractive market to bigadvertisers such as telecommunications companies.They ensured the website was accessible and easy to use. Theybranched early into social media. High quality, independentjournalism made it the go-to for the diaspora and expats. FrontPage gave diaspora audiences and their compatriots at homea chance to discuss their country’s future in real time for thefirst time. Like the media houses in this publication, Front Pagelistened to its audience. They hired strong women, young reporters and reporters from minority tribes and regional areas.They sought opinion pieces from a wide range of voices.Media in new democracies have the added burden of havingto teach citizens what journalism’s democratic role is. Liberianaudiences had come to expect that every story had been paidfor by an interested party, so they didn’t trust media. Rodneyand his internationally celebrated reporters like Mae Azangoused public forums to explain that their journalism was notabout trying to gain power or line their pockets.The new startups were there to serve the people: to showthat good journalism was key to building democracy, to keepleaders accountable and government efficient, to give votersthe information they needed to make good decisions at theballot box. Some of Rodney’s own friends in leadership positions learned the hard way that he was just as willing to exposethem for misdeeds as he was to expose his critics.At the same time, New Narratives struck out on a new path —attracting donors who were willing to break from old workshop-based training models and invest in building independent and investigative skills with practical on-the-job training,while also supporting the business of independent media.Front Page Africa now has a hybrid business model that raisesrevenue through advertising, subscriptions and reader support, and donor support through New Narratives.We faced many of the same challenges as our counterpartsin these pages. Front Page Africa’s site has been hacked, thebuilding firebombed, reporters have been forced into hiding.In 2012 a US 1.5-million libel charge shut the paper down andsent Rodney to debtor’s prison for a sentence of 5,000 years.