Nation Media Group (NMG) has announced another round of layoffs effective June 14, 2024, as part of its strategic response to the rapidly changing media landscape. This decision is driven by disruptions from evolving audience consumption habits, technological advancements, and macro-economic factors that have significantly impacted traditional business models globally. Stephen Gitagama, the Group Chief Executive Officer, acknowledged the challenges posed by declining earnings from traditional media platforms but also pointed out the growing opportunities in digital content creation and consumption across Africa.

Gitagama highlighted NMG’s strategic pivot towards becoming a leading digital content platform in Africa, aiming to inspire 500 million daily interactions and generate USD 55 million in digital revenue by 2027, as outlined in their Digital Northstar strategy. To achieve this, NMG is focused on transforming into a leaner, more agile organization capable of rapid innovation and efficient service delivery. Although acknowledging the tough nature of the layoffs, Gitagama emphasized the company’s commitment to conducting the process respectfully and in compliance with Kenyan labor laws.

To mitigate the impact on affected employees, NMG has put in place several supportive measures, including exit benefits, psychosocial support, relocation assistance, extended medical cover, and an opt-in medical insurance scheme. Despite the challenges, Gitagama expressed confidence that NMG will emerge stronger and more profitable by embracing digital transformation. He urged employees to support each other and continue delivering exceptional content, underscoring the commitment to building a sustainable business in the evolving media industry.