Twenty years after the Windhoek Declaration on press freedom

ability Index” (MSI). In <strong>the</strong> past four
<strong>years</strong> of <strong>the</strong> MSI has tracked media
development in 40 sub-Saharan African
countries. The study applies
five objectives to define sustainability,
each objective being measured
by indicators like promotion and
protection of free speech; professional
journalism; plurality of news
sources; business management; and
supporting in-stitutions. The criteria
are used to reflect a socially effective
and economically sound media
sector.
The results of <strong>the</strong> MSI 2006/7
indicated that media in South
Africa was sustainable. However,
since 2008 no sub-Saharan African
country has obtained a sustainable
rating. South Africa still leads with
“near sustainable” rating.
Of <strong>the</strong> 40 countries measured in
this study, 15 are in <strong>the</strong> lower levels
of “near sustainable”, 20 in <strong>the</strong>
unsustainable mixed system, and
at least 14 nearing sustainability.
Eritrea and Equatorial Guinea are
<strong>the</strong> only two in <strong>the</strong> unsustainable
and anti-free press category. These
are an indication of <strong>the</strong> movement
in media development in sub-
Saharan Africa, and <strong>the</strong>y show
that sub-Saharan Africa’s media
environment has regressed.
Ratings for Botswana went below
sustainable partly due to <strong>the</strong> introduction
of <strong>the</strong> Media Practitioners
Act in December 2008. Restrictions
in legislative bills in South Africa
and proposed changes to <strong>the</strong> selfregulatory
system of <strong>the</strong> print media
will have a negative impact on press
freedom and access to information,
and <strong>the</strong>refore sus-tainability.
From a media business perspective
of <strong>the</strong> five objectives, two are especially
relevant for this article: <strong>the</strong>
scores for professional journalism
and business management. The indicators
for <strong>the</strong> first of <strong>the</strong>se includes:
ethical and well sourced reporting,
payment scales and availability of
102 | Media in Africa - 2011
efficient equipment and quality
niche reporting. The business management
objective includes revenue
generation from multiple sources,
availability of credible market research
and percentages in ad spend.
“Restrictions in
legislative bills in
South Africa and
proposed changes to
<strong>the</strong> self-regulatory
system of <strong>the</strong> print
media will have a
negative impact on
press freedom and
access to information,
and <strong>the</strong>refore
sustainability.”
The two can be understood in relation
to Phillip Meyer’s “influence
model” in regard to newspaper businesses.
He notes that an abundance
of information gives readers greater
choice and makes it harder to find
a loyal audience. The credibility of
content becomes ever more critical
in this scenario.
The influence model according
to Meyer shows that credibility
has an influence on profitability.
Likewise, <strong>the</strong> MSI objectives dealing
with professional journalism and
business management show that
<strong>the</strong>re is a correlation of low scores
in each area.
Meyer posits that if a media outlet
is credible especially with its immediate
community, it is bound to be
financially viable, because quality
content ultimately attracts audiences.
Effectively, <strong>the</strong>n, advertisers,
investors and funders are not <strong>the</strong>
only determiners of financial viabili-
ty and future sustainability. Instead,
media sustainability will benefit
from a reasonable investment into
quality content.
REFERENCES:
Meyer, P. 2004. The Influence
Model and Newspaper Business;
Newspaper Research Journal, Vol
(25) 1, 66-83, winter 2004.
Mavhungu, J. O’Shea, C. 2009.
Formative Target Audience
Research: A Case Study of Five
Community Radio Stations in South
Africa. Grahamstown: Sol Plaatje
Institute for Media Leadership.
Milne, C., Rau, A., Du Toit, P.,
Mdlongwa, F. 2006. Key Editorial
and Business Strategies: A case
study of six independent community
newspapers. Grahamstown:
Sol Plaatje Institute for Media
Leadership.