A guidebook for media producers working in developing markets, providing practical tips and insights on how to become financially sustainable and do things such as appeal to advertisers and calculate circulation figures.

Production Runtime:

2013 to current


German Federal Foreign Office, the DOEN Foundation

A free and independent press is integral to an informed democracy and after the revolutions known as the Arab Spring, media businesses were being founded in every transitioning nation.  However initial euphoria has since given way to concerns as it has become clear that the political and financial survival of many of these new media organisations is uncertain. And it is often difficult to find critical journalists who also happen to be great at generating advertising revenue.

This publication, which has been published in English, Arabic as well as in two major languages of Afghanistan, Dari and Pashto, seeks to answer the question:  How can private media survive financially in times of political instability?

The handbook goes into detail on how to appeal to potential advertisers, what role different personnel and agencies play as well as giving handy tips on how media organisations can come up with readership and circulation figures in a relatively undeveloped market where there is no official oversight body.

Additionally the handbook takes on two serious misconceptions. Firstly, the perceived non-importance of privately-owned, non-partisan media products to the democratic process. And secondly, the economic plight of those media producers. It also asks that those working in media development look more carefully at questions about financing and economics that urgently need to be addressed in many transitional nations.