An analysis of revenue sustainability models for online publications in Uganda : a case study of ChimpReports

Abstract

This study analyses the revenue sustainability models utilized by online publications in Uganda, using ChimpReports as a case study. It explores the existing revenue models, the influence of technological advancement on revenue models adopted by ChimpReports, as well as investigating challenges faced by ChimpReports as online publication as it struggles to stay in the market. Study findings are grounded on purposive in-depth interviews conducted on 10 personnel, who included the Director, 2 Online Editors, 2 Marketing officers, 2 finance officers, and 3 Reporters. Findings revealed that ChimpReports relies on diversified revenue streams, online presence, brand partnerships, cost efficiency, and high-quality content for financial stability and audience connection. The study also highlights Challenges faced by online media publications, which include managing diverse income streams, balancing free and premium content, optimizing online presence, creating sponsored content, financial management, and adapting to reader preferences. Anchored in the Political Economy theory of the media, this study also highlighted ChimpReports' financial model, thriving through diverse income streams, online presence, brand partnerships, cost efficiency, and quality content. It also found out that technological advancements play a pivotal role in online media operations, refining content, targeting audiences, and exploring non-traditional revenue sources. The study recommended ChimpReports’ adoption of a sustainable model, incorporating diverse revenue streams, strategic technology use, high-quality content, as well as continual exploration of new income streams, enhanced user engagement, strengthened brand partnerships, optimized financial management, and embracing emerging technologies for sustainability.