In December 2023, INMA and Google News Initiative (GNI) awarded their fourth annual Elevate Scholarship to 50 news media professionals from 31 countries. This series features these impressive media professionals who are shaping our industry.

Laila Majiet’s passion for storytelling led her into a journalism career that began in radio. Since then, she has eagerly explored the industry in every way possible. She was bitten by the bug when she started working as an intern at a commercial music radio station, where she fell in love with the fast-paced world of journalism.

“I honed my skills in radio broadcasting and learned the art of captivating an audience through sound,” Laila recalled. “As I continued to evolve in my career, I explored various facets of the media landscape, from print to talk radio and online news businesses. In each role, I played a pivotal role in expanding the company’s online presence and enhancing audience engagement.”

Her hard work paid off with promotions and career advancements. Working in a newsroom with a subscription model provided Laila with invaluable insights into the dynamics of creating content that not only informs and entertains but also drives subscriptions, she said.

Now, she is the audio-visual editor for SNL24, a newly established subscription-based division of Media24 in South Africa. She is excited to play a central role in shaping the strategy for premium audiovisual content to drive subscription growth.

“Throughout my career, I have remained steadfast in my pursuit of stories that matter, stories that inspire change, and stories that resonate with diverse audiences. With each step, I have not only grown professionally but also contributed to the dynamic and ever-evolving media landscape.”

Laila has been pivotal in upskilling journalists and supporting a talented team of videographers, video editors, designers, and podcast producers who work with journalists to create engaging multimedia content. Together, they make editorial data-driven decisions to deliver meaningful, impactful content to a diverse audience.

As she continues to learn and grow in her career, Laila said she is eager to gain a better grasp of subscription models and how best to influence them through editorial choices. She also wants to gain insights into data models and best practices.  

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