Media partner in Pakistan diversifies revenue stream with study abroad service

Tribal News Network, one of the oldest independent digital news organisations in Pakistan, used to rely on grants for about 70 percent of its income. But after receiving guidance and coaching from IMS’ business viability advisers on areas such as business strategy, marketing and customer acquisition, the media outlet embarked on a new venture in late 2023.

Career Paths is a higher education consultancy service that offers advice and support to Pakistani citizens who wish to study abroad. The venture has generated around PKR 4 million ($14,000) in annual revenue to support the media outlet’s news operations.

Career Paths acquired clients through social media marketing and advertising on the media outlet’s digital platforms.

“For seven months during the year when we did not have any active grants, the income from Career Paths helped us to cover the salary of senior management,” co-founder Tayyeb Afridi said.

Since 2011, Tribal News Network has provided news coverage for marginalised tribal regions of the Khyber Pakhtunkhwa province. It also runs a radio service and provides training and mentorship to local journalists.

“There are times when the primary source of a media outlet’s revenue is not sufficient or becomes unavailable. It is important to have alternative sources of revenue to prepare for such times so the journalism can be continued,” Tayyeb Afridi said.

“IMS is helping media understand that there are alternative revenue streams to keep public interest journalism intact, especially in markets where social media monetisation and grants might not be viable options for local media.”

Tribal News Network was indirectly affected by US funding cuts. It had been commissioned to undertake environmental journalism training with 60 women aged 18-35. However, the training programme was shelved.