14:00 - 16:45
(Cape Town time)

Preview of today’s Summit: How African news brands can develop audiences for business sustainability.

14:00 - 14:10
(Cape Town time)

Welcome and introductions

Doreen Mbaya and moderator Zubeidah Kananu open the summit by spotlighting INMA’s mission to strengthen Africa’s news ecosystem. They frame audience development as the heart of sustainable journalism, connecting it to the continent’s youthful population, digital disruption, and the urgent need for trusted, relevant, and community-driven storytelling.

14:10 - 14:30
(Cape Town time)

The next frontier in media monetisation: Bridging innovations from Africa and the world

When resources are limited, innovation thrives. African publishers are pioneering payment systems, community-led models, and data-light products that redefine what reader revenue can look like. Meanwhile, American and European markets offer lessons in scaling subscriptions, optimising retention, and turning trust into growth. This session connects the two streams: how African innovation can inspire renewal in saturated Western markets, and how African publishers can adapt proven global playbooks.

14:30 - 14:55
(Cape Town time)

How African media can restore audience trust and relevance through technology

Drawing on DotSavvy’s partnerships with East African brands and publishers, Moses Kemibaro will show how digital platforms, audience data, and creative storytelling can drive engagement, diversify revenue, and reposition media houses as influential, tech- enabled community brands. Moses also shows how we can collectively use a verification standard to signal to audiences that this is content that they can trust.

14:55 - 15:00
(Cape Town time)

Interactive poll and break

Led by Zubeidah Kananu, participants take a live poll identifying their biggest audience growth challenges. The results feed directly into the next discussion, ensuring real-time responsiveness. The short break also provides breathing space for reflection, networking, and informal exchange among journalists, strategists, and innovators across Africa.

15:00 - 15:30
(Cape Town time)

Meaningful engagement of our audiences

How to reach Gen Z and Millennials through mobile-first storytelling, short video, and influencer engagement is the focus of this presentation.

15:30 - 16:00
(Cape Town time)

Panel discussion on the meaningful engagement of audiences

Panelists James Smart (Nation Media Group), Lance Witten (Independent Online), and Wale Lawal (The Republic) explore how African newsrooms can authentically connect with Gen Z and Millennial audiences. Through mobile-first storytelling, influencer collaborations, and audience listening, they unpack practical tactics to foster loyalty, creativity, and trust.

16:00 - 16:10
(Cape Town time)

Wrap-up, takeaways, and vote of thanks

Zubeidah Kananu and Doreen Mbaya close with reflections and a call to sustained collaboration. They recap actionable insights, spotlight emerging partnerships, and unveil INMA’s post-summit peer network — an ongoing platform for African media professionals to co-create, share resources, and collectively advance audience-centric transformation.