INMA Elevate Scholar: Sosten Mpinganjira of Nthanda Times
Editor's Inbox | 18 June 2024
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.
Since graduating from The University of Malawi in 2018, Sosten Mpinganjira has used his journalistic skills in a variety of ways, including radio and television production, writing, graphic design, Web design, social media, video, and more.
Now, as news editor at Nthanda Times in Mawali, he combines his journalism knowledge with advertising strategies to ensure the company’s success: “I recognise the importance of these aspects in sustaining and enhancing the success of newsrooms,” he said.
His work includes collaborating with the advertising team to align content with targeted advertisements and fostering a symbiotic relationship between editorial content and revenue generation. He also plays a role in integrating sponsored content and native advertising “in a manner that maintains the trust and credibility of our readership.”
Being able to stand at the intersection of content creation, product enhancement, data-driven insights, and strategic advertising allows him to understand the needs of the various departments as well as those of the advertisers and readers.
“This holistic approach ensures that I contribute to the sustainability and growth of the newsroom’s business operations,” Sosten explained. “By understanding and adapting to the ever-evolving landscape of news media, I strive to uphold journalistic integrity while also meeting the financial imperatives of the industry.”
As an Elevate Scholarship recipient, Sosten said he is eager to deepen his business skills and further excel in the changing news media industry. That includes being able to develop greater proficiency in areas critical to newsroom success: subscriptions, product development, data analysis, advertising, and the broader business strategies of news organisations.
“I’m committed to gaining a well-rounded understanding of the business side of news media. By acquiring these skills, I'll be better equipped to contribute to revenue generation, audience engagement, and the strategic growth of newsrooms,” Sosten said. “This scholarship presents a valuable opportunity for me to enhance my business acumen and make a meaningful impact on the sustainability of the media industry.”