Media business development
Journalism in not all about writing, shooting and editing. It is also a business that requires a strategy. IMS carries out training in sustainable media business development for print, online and electronic media around the world.
The sustainability of a media business relies on the structure of the organisation and capacity of its management and staff, the quality of its content, intelligent distribution techniques as well as its ability to generate income through advertisement and sales, and cross media product development. For a media outlet to prosper, it must understand and adapt to the market and the economic environment in which it exists.
In Kurdistan, Iraq, where market knowledge is limited and effective distribution systems are lacking, IMS has worked with Kurdistan’s first independent newspaper Hawlati to restructure its management and relaunch the paper from a weekly to a daily newspaper, looking also at ways to improve sales and advertising revenue. Hawlati has established a joint distribution company which offers special distribution deals to other newspapers in the region in an effort to share the costs.