Radio Africa Group has taken its boldest step as it adopts an Audience-first strategy to accelerate its digital transformation.
The management has flipped the newsroom to focus more on digital products and increase its engagement with the audience.
Announcing the changes, Head of Content Paul Ilado on Tuesday said the move required a total mind shift.
The strategy will also include approaching ideas, unpacking stories and doing a follow-up after publication.
“It comes down to knowing your audience better and serving them better. And while that sounds simple, in reality, it requires a radical mind shift for all of us from how we have traditionally operated,” he said.
In the new changes, RAG is shifting 60 per cent of its workforce to serve digital platforms that include websites and social media platforms.
The new ‘train’ will be led by Francis Mureithi who is the RAG’s Digital Editor.
Nancy Agutu, in her capacity as the Digital deputy editor, will be coordinating the newsgathering.
All reporters will be required to deliver an immediate, short-term and long-term story daily.
The Star Newspaper will still remain in place, giving its readers 32 pages of well-written and researched political exclusives, in-depth analysis and human-interest stories with diverse voices.
Print reporters will be required to diversify their sources to include experts, more analytical stories and solution journalism.
Associate Editor Joseph Olweny, Business and weekend Editor Francis Openda and News Editor Jillo Kadida will be in charge of the content going to print.
Radio Africa in 2017 had switched to a digital-first strategy to feed its radio stations and websites first.
However, Ilado admitted that the transformation was not as fast and smooth as initially envisaged, hence the current radical shift.
He also admitted that print revenues have been diminishing hence the need to focus more on digital platforms where audiences are.
Ilado announced that the new approach takes effect immediately.