In South Africa, the journalism industry is currently facing a crisis. This is being caused by declining advertising revenues, driven by the redirection of investment to large companies like Google and Meta. The consequence is that newspapers that were once solid are now struggling to survive. This situation has worried this industry, as the press plays an important role in the country’s democracy and economic transparency. Some experts have warned that this lack of financial support could jeopardize the survival of traditional media outlets, as well as the quality of information reaching the audience.
How has South Africa faced this growing threat to the press?
The challenges facing the South African media area growing. Rob Rose, founder of the business outlet Currency, and Adriaan Basson, editor-in-chief of News24, have both stated that many publications are on the verge of collapse. This is due to a significant reduction in advertising budget, and as a result, some major outlets may cease publishing in the coming years. This lack of investment is no longer just a market issue; it’s a direct threat to the press’s ability to monitor governments and companies.
The main characteristic of this crisis is the complete closure of newspapers or newsrooms operating on a limited basis, unable to maintain the same level of information necessary for society. Even experienced journalists are already migrating to other sectors, such as corporate communications, leaving the market depleted.
Besides journalists and professionals involved in this sector, the public has also been affected. When traditional media outlets weaken, readers end up turning to alternative, often less reliable, sources of news. This loss of credibility undermines the role of the press as an important agent of democracy, making it even more urgent for advertisers to support local journalism.
Learn more about the impact of ad migration on large digital companies
Large technology companies, which were once responsible for supporting newspapers with advertising, now direct most of their resources to companies like Google and Meta. Advertisers have come to believe — wrongly — that negative news can drive consumers away from their ads. But the truth is that, historically, many successful companies have advertised in stories about politics, crime, and the economy.
This ultimately results in a “false economy”, in which publications depend on ever-decreasing revenue. This situation has already jeopardized the survival of major media outlets in the country, in addition to harming the diversity of experienced journalists in the country. The fewer credible outlets there are, the greater the risk that corruption cases and service failures will go unnoticed in South African society.
Economic and social impacts
According to research, a week media market directly affects the economy. Countries with declining press freedom tend to experience lower economic growth. This is because some editorial areas, such as business journalism, have become essential for building market trust and exposing irregularities. If this type of journalism is not actively involved, issues such as corporate scandals can go unnoticed, harming investors and citizens.
What can we expect from this scenario?
Companies and agencies play a decisive role in the survival of newspapers. Investing in newspaper advertising is more than a market decision; it becomes a commitment to society and democracy. If this financial support is appropriate, it can ensure that the press continues to perform its important functions.
Immediate action is needed to save the South African press. Reducing investment in newspapers to prioritize digital platforms ultimately weakens democracy, and without support, many traditional media outlets could disappear, and society will suffer without reliable information. Advertisers, agencies, and readers must understand, together, that supporting journalism is investing in the country’s future.