When business meets the newsroom

Emerging markets

The Reuters Institute reports that more than 80 percent of media revenue in emerging markets comes from advertising, with digital subscriptions and reader contributions forming only a small portion. In Africa, the reliance is even greater, with over 90 percent of revenue for many outlets coming from advertisers. This dependence can compromise independence, as those whose actions demand scrutiny often also control the funding.

Tanzania reflects this global trend. PwC’s Africa Entertainment & Media Outlook 2024 indicates that more than 85 percent of newsroom revenue comes from advertising, while digital subscriptions remain modest. At the same time, digital ad spend in Tanzania is projected to grow by 11 percent annually through 2026, while print continues to decline by about 4 percent each year. Local media houses are caught between shrinking print revenue and stiff competition from global tech giants like Google and Meta, which dominate nearly 60 percent of digital ad spend. In this environment, every shilling counts, and editorial decisions can be influenced subtly or overtly by commercial realities.

This tension is not unique to Tanzania. In the United States, nearly 60 percent of editors admit feeling pressure from advertisers when covering sensitive topics. In Europe, watchdogs warn of “sponsored content” disguised as independent reporting. In East Africa, newsrooms often navigate coverage carefully when their biggest advertisers are banks, telecoms, or government-linked institutions. Biting the hand that feeds you can carry heavy consequences.

The public rarely sees this struggle. Readers encounter only the front page, broadcast, or social media headline. Behind the scenes, editors, reporters, and commercial managers constantly negotiate the line between truth-telling and revenue protection. Stories that upset major advertisers may risk the withdrawal of millions in ad spend. In a sector where payroll, printing, and freelancers depend on that revenue, such decisions are never easy.

Yet African journalists continue to demonstrate resilience. Courageous investigations from corruption in procurement to environmental scandals have been published despite commercial risks. These acts of integrity often come at a cost: strained advertiser relations, reduced ad placements, or outright boycotts. Audience behaviour is also reshaping the landscape. In Tanzania, internet penetration has surpassed 70 percent, with more than 33 million active users.

Primary news sources

Social media platforms, particularly WhatsApp, TikTok, and Instagram, are increasingly primary news sources for young people. This presents both opportunities and challenges. Publishers can reach broader audiences, but these platforms capture most digital ad revenue, leaving local newsrooms to compete for remaining funds.

Globally, leading media houses have adopted guidelines to separate editorial from commercial content. The New York Times, for instance, enforces strict labelling of branded content so readers can distinguish journalism from advertising. In Africa, similar initiatives are emerging, but progress is uneven, and commercial influence remains pervasive in many newsrooms.

Sustaining independent journalism requires structural reform and audience responsibility. If readers demand fearless reporting but are unwilling to support it financially through subscriptions, memberships, or donations the burden falls on advertisers, and influence follows. Tanzanian audiences, like their global peers, must recognise that quality journalism carries a cost. Choosing credible outlets over free clickbait is part of safeguarding media integrity.

The stakes are especially high as Tanzania approaches its next general election in 2025. Political advertising, campaign messaging, and government placements are expected to inject billions of shillings into the media ecosystem. This influx can provide a lifeline to struggling newsrooms but also tests independence. Can editors ensure fair, balanced coverage when political coffers are open wide, or will financial pressures subtly tilt the playing field?

Media cannot fulfil its watchdog role without financial muscle, yet it cannot command public trust if seen as a mouthpiece for the highest bidder. Walking the thin line between revenue and integrity is the great balancing act of the industry. How Tanzanian and African media manage this balance will shape not only the future of journalism but the strength of democracy itself.

Angel Navuri is Head of Advertising, Partnerships and Events at Mwananchi Communications Limited