Like other legacy news companies, The Namibian will not survive by standing still. 

During the recent INMA Africa Audience Development Summit, Shinovene Immanuel, deputy editor, and Mark Kissler, chief operations officer, unpacked how one of southern Africa’s most trusted news institutions is evolving in real time to capture the attention, trust, and loyalty of younger audiences in a digitally driven world.

Founded in 1985 as a weekly newspaper during a politically charged chapter of Namibia’s history, The Namibian was built on unwavering pillars of free, independent journalism and human rights. Within four years, the publication transitioned into a daily newspaper in 1989. 

Today, it remains the largest newspaper in the country with an average weekday circulation of about 12,500 copies. Before the COVID-19 pandemic disrupted global media markets, Friday circulation once peaked at 78,000 copies.

“We were founded on pillars of independence and human rights,” Kissler said. “That is still very true and evident to this day. Our mission has always been to keep telling it like it is.”

Expanding beyond print

Over the past two decades, The Namibian has steadily expanded beyond print. It diversified into digital publishing, launched Desert FM 95.3 four years ago to reach new audiences through radio, and established a specialised investigative journalism unit within the newsroom. 

To further extend its reach to younger consumers, the company also acquired an events and lifestyle platform, WhatsOn Namibia, which focuses on concerts, festivals, workshops, and social experiences across the country.

The forces reshaping the media landscape

Despite these expansions, the news company now operates in an increasingly complex media landscape. High youth unemployment has reshaped buying power and audience behaviour. At the same time, the explosive rise of social media and free digital content has accelerated the decline of traditional reading culture.

“The obvious culprit here is the rise of social media and the internet,” Immanuel explained. “We’ve seen a sharp decrease in reading culture, particularly among young people.”

Meeting young audiences where they are

Rather than resisting these forces, The Namibian has leaned directly into them. A core part of its strategy is embracing youth-driven storytelling and meeting audiences on the platforms they already use. 

The newsroom now actively publishes content across TikTok, YouTube, and Instagram — transforming standard news reporting into explainers, polls, short-form videos, and slide-based storytelling.

“What we try to do is embrace the motto of let’s not be boring,” Immanuel said. “Politics is often boring. General news is often boring. But the question is: How do we write it in a way that young people feel those stories also affect them?” 

Lowering barriers through digital access

To remove financial barriers, The Namibian introduced a replica digital newspaper known as the e-paper and launched a nationwide 90% student discount. The initiative makes full digital access affordable for students across the country and is designed to build early brand loyalty.

“It’s part of our strategy to bring young people in,” Immanuel said. “How do we make content attractive? How do we make news sexy?”

In addition to digital access, the newsroom uses morning teaser campaigns to drive curiosity and engagement. 

Investing in youth through sports and education

Beyond the screen, The Namibian has invested heavily in youth development through sports and education. One of its longest-running initiatives is a national youth football tournament that the organisation has hosted for nearly 24 years.

“Through that tournament, we explain the importance of the media, free speech, and content creation,” Immanuel said.

The company also operates a corporate social investment initiative called Let’s Read, delivering free newspapers to schools in underserved villages. 

Youth leadership inside the newsroom

The Namibian now employs at least 12 young journalists across reporting, videography, and digital production. Younger staff members lead performance discussions during editorial meetings, using data to shape content strategy.

“They tell us what the data is saying — what stories are trending and how we can tell those stories differently,” Immanuel said.

He shared an example where youth insight corrected a headline that underperformed due to slang interpretation. 

Understanding and rebuilding Gen Z trust

When asked how legacy media should approach young audiences who increasingly distrust traditional news organizations, Immanuel was clear: “We have two responsibilities. We have to make news sexym but we must also insist that this is the information you need.”

That means deeply understanding platform behaviour and adjusting storytelling accordingly, particularly for TikTok-first audiences. 

The takeaway: Reinvention is non-negotiable

From TikTok explainers and youth-led newsroom meetings to village newspaper distribution and national football tournaments, The Namibian is actively redefining what long-term relevance looks like for African journalism in the Gen Z era.

“We might not have all the answers,” Immanuel said. “But we know we can’t keep doing what we’ve always done.” 

Banner art: Adobe Stock  Jo Panuwat D.

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