Brazzaville, Congo: African journalists discussing new digital media business models.

It will run until Saturday, December 5.

Opening the training, the Project Manager of CFI’s programme, Editorial and Economic Models and Guidelines, Hortense Tollu, said the fast-growing digital media landscape in Africa requires strong editorial direction.

He addition, Tollu noted that, the current media environment also calls for sustainable business models, and adaptation to evolving technological demands. 

She said knowledge and recommendations from the workshop should be applied to contribute to the broader development of the African media ecosystem.

Tollu noted that, the workshop is taking place against a backdrop of rapid expansion of online media outlets across francophone Sub-Saharan Africa, driven by easy access to digital tools and declining print circulation. 

She indicated that, many of such media organisations struggle to remain viable due to weak business structures, limited revenue models, and the constant pressure of technological changes imposed by major global platforms. 

The precarious economic environment of the media sector in several African countries, Tollu said, has further compounded challenges.

As per the organisers, the training seeks to help participants define an enterprise strategy, produce complete editorial, commercial diagnostics, and determine suitable economic models that correspond to their editorial positioning.

Participants are following a structured programme combining theoretical instruction and practical exercises. 

The first two days were dedicated to fundamentals viz; understanding the origin and purpose of corporate strategy, identifying key resources for media management, and learning diagnostic tools such as the SWOT matrix. 

The sessions, officials said will also touch on three strategic models relevant to media viability such as the Blue Ocean strategy, differentiation strategy, and the closed-circuit strategy.

Part of the exchanges will touch on hands-on work. Participants, divided into groups are expected to conduct full diagnostic analyses of their respective media outlets under the supervision of a trainer. 

They also programmed to develop editorial diagnostics, commercial diagnostics, and align each with appropriate business models.

Officials said participants are expected to demonstrate ability to assess their media structures comprehensively and to outline realistic strategies for sustainability. 

The training, it was stated, is part of CFI’s wider efforts to support media innovation and strengthen the resilience of digital news organisations across Africa. 

By Desmond Mbua in Brazzaville

This article was first published in The Guardian Post Edition No:3644 of Wednesday December 03, 2025