REF: Making the Business Daily a better read
congratulations on launching a new and unique business product. Business Daily provides us with a daily paper that gives us all the business and economic news in one package. It isn’t filled with details of the latest antics or fallouts at ODM or PNU.
Business Daily’s content quality is certainly higher than anything out of the rest of East Africa. Approaching but not next to Financial Mail (South Africa) and probably aiming for Financial Times quality. In order to make it a great paper, I have made the following suggestions and or observations.
The target audience for BD has access to Reuters and Bloomberg terminals. Therefore, any reprints from LA times, Reuters or Bloomberg were read a few hours before it was published in the paper. It is very disappointing to buy a paper and find that 40% of it is available for free on the internet (and on other people’s website)
Yes, I’m aware it is challenging to come up with fresh content daily. This can be solved by using your Africa network to deliver more Pan-African business stories. We can have Tanzanian, Zambian or Nigerian business stories as front-page.
It is pointless to reprint Jeremy Clarkson’s motor review that appears on Sunday on The Times website, the following Friday. The target audience read it 5 days before. Plus, Clarkson’s’ cars are hardly on sale here (Kenya).His humor is hard to catch unless; you have an understanding of English snob jokes and sarcasm.
The better alternative would be to get the guys behind the Autozine magazine do a weekly column. Autozine tends to get the balance between auto porn (pictures of Lamborghinis, Ferraris etc) and practicability (reviews of ex Japan used cars that Kenyans buy).They had a review of the used 2001 Toyota Vitz Vs Mazda Demio Vs VW Polo. Cars that your readers can buy. Clarkson had a Ford Kuga review-how accessible is it for your readers?
3. Localise the online forums aka forget Facebook
Why not talk to Stockskenya and have a Business Daily tab to discuss the day’s articles. Of course, there are legal issues concerning this arrangement. For example, libel. Nobody will sue stockskenya for libeling them (they don’t seem rich) but you will because people think you have money.
I hope the observations are useful.