Cebisa Zondo | SI Analyst | Fund Management & Specialist Services | Tshikululu Social Investments | mail me |
According to UNESCO, press freedom has declined steadily since 2012. Despite this trend, South Africa continues to perform well. The country ranks 27th out of 180 nations in the World Press Freedom Index. This ranking signals a continued commitment to respecting the role and independence of mainstream and independent community media.
However, maintaining this position is not without challenges. One of the most significant threats to press freedom is financial sustainability. This challenge is particularly severe at the community level, where declining revenue and limited financial support continue to push independent community newspapers towards closure.
Community media plays a vital role in fostering democratic participation at the grassroots level. Therefore, strategic social investment has both the power and responsibility to protect it. Increasingly, investing in community media should form part of broader efforts to strengthen democratic participation and social development.
The financial reality of community media
Community newspapers have long served as platforms that spotlight local issues and encourage civic participation. Democracy depends on this participation, particularly in communities that mainstream media often overlooks.
These publications also remain trusted sources of reliable news at a time when misinformation and disinformation continue to grow. Furthermore, they preserve community history. Independent publications dating back to the 1880s hold detailed archives that play a crucial role in protecting community heritage.
To remain operational, community newspapers rely heavily on advertising revenue. However, many advertisers are small local businesses operating in difficult economic conditions. As a result, this revenue source often proves unreliable.
At the same time, social media marketing has provided local businesses with a cheaper and more targeted advertising option. Consequently, advertising spend has shifted away from community newspapers, creating additional pressure on already constrained revenue streams. Moreover, industry concentration has intensified these challenges. The monopolisation of the print media industry often prioritises commercial interests over diverse voices and perspectives.
Sustainability challenges remain severe
A report published by the Media Development and Diversity Agency (MDDA) revealed that only 7% of respondents from the community and small commercial media sector believe their organisations are sustainable.
The report identified three primary challenges:
- Organisations face inadequate funding from the government, the private sector and donor agencies.
- Organisations struggle with limited revenue diversification.
- Organisations require greater non-financial support. This includes skills development and technical assistance from key industry stakeholders.
These findings reinforce the importance of investing in community media as a long-term strategy rather than a short-term intervention.
The cost of digital transformation
Community newspapers are attempting to digitise to diversify revenue streams. However, digitisation is expensive.
Costs include equipment purchases, cybersecurity investments and staff training. Consequently, the financial demands of digital transformation often exceed what smaller publications can realistically afford.
Without targeted support, many publications may struggle to complete this transition successfully.
Social investment as an enabler of press freedom
Between 2016 and 2022, less than 1% of international donor aid supported media and information initiatives globally.
Similarly, according to Trialogue, only eight surveyed companies, representing 17%, allocated corporate social investment funding to social justice and advocacy initiatives in South Africa.
Of those eight companies, only 6% of their spending supported press freedom. Social investors understandably prioritise sectors such as education and healthcare. However, community media can also play a significant role in advancing systemic change.
Community media forms part of the infrastructure through which social investment communicates, amplifies and sustains itself. Most importantly, it empowers communities to demand improved service delivery. It also enables communities to advocate for the maintenance of resources and services created through social investment and partnerships.
For these reasons, investing in community media represents an important opportunity for social investors seeking lasting development impact.
A practical example of support
Several corporates and media-industry stakeholders have already begun recognising this value. Since 2025, we have managed the Digital News Transformation Fund (DNTF). This initiative is funded by Google and operates in partnership with the Association of Independent Publishers (AIP).
The fund addresses the challenges facing independent publishers. It provides targeted, project-based funding that supports sustainability and digital transformation among small and independent South African news publishers.
As a fund manager, we have overseen the approval and distribution of R10.5 million to 21 independent news publishers across the country during the first funding phase in 2025.
Phase two is already underway. In addition, the fund provides training and capacity-building programmes covering digital journalism and other digital skills. As a result, the initiative has established a credible and transparent foundation for supporting public-interest journalism in South Africa. It also provides a practical model that other social investors can replicate.
Sustainable solutions beyond digitisation
As community newspapers search for new ways to remain profitable, initiatives such as the DNTF provide critical support. Funding can help publications upgrade platforms and strengthen digital capabilities.
Digitisation also expands readership beyond local communities and creates opportunities to monetise digital platforms. Nevertheless, community newspapers are unlikely to abandon print entirely.
Accessibility constraints continue to make print an important channel for many readers. Therefore, social investment should not focus exclusively on digitisation. Instead, funders should pursue sustainable solutions that reflect the realities of different community media ecosystems.
For example, support could help newspapers acquire assets such as printing machines. Ownership of production infrastructure could significantly reduce long-term costs.
Protecting democracy through community media
As we commemorate World Press Freedom Day, we have an opportunity to reconsider how social investment capital can safeguard democracy.
Although South Africa continues to protect press freedom, a concentrated media industry still creates risks for independent and unbiased reporting. Thriving independent community newspapers help mitigate these risks. They provide platforms for civic engagement in languages that local communities understand. They also cover issues that directly affect residents.
In addition, they play a critical role in service delivery and enable development within the same communities that social investors aim to support. If we are serious about achieving systems-level change, then keeping community newspapers sustainable must become a shared priority.
Ultimately, investing in community media benefits both social investors and their beneficiaries. It helps keep the lights on for community newspapers while supporting their long-term growth, independence and contribution to democracy.
