Business models and sustainability (March 2021)

This is a summary of a discussion between business models and media sustainability in Lebanon that took place 16 March 2021.

As part of the March 2021 meeting of the Joint Coordination Mechanism for media assistance in Lebanon, 10 representatives from Lebanese media discussed the results of the snapshot research on Media Sustainability in Lebanon conducted by GFMD.

They also discussed the strategies and business models they use to survive and achieve a level of sustainability.

Participants represented a variety of media types:

  • Traditional media as well as new and recently established organisations

  • Television, print, and online media

  • Community, small and larger regional outlets

  • Arabic media and those that publish in French, and English

  • Those that target audiences in Lebanon and those that cater to the Lebanese diaspora

Participants presented several models and reflected on important issues, echoing some of the main findings from the snapshot report and provided additional information and ideas.

Strategies and business models to achieve sustainability

Subscription-based models

Several participants spoke about their experience in shifting to using paywalls and subscription-based business models as alternatives to advertising and print models that were collapsing in Lebanon and the wider region.

This business model liberated some media outlets from depending on any political and external (often Saudi) funding.

“Last year for the first time, our online subscriptions accounted for more than 50 percent of our revenue, coming from four or five percent in 2015.”

“We believe that the future of media in Lebanon cannot continue based on advertising. This is long gone.”

Commercial activities

Funding journalism through commercial activities was also mentioned by several participants.

These activities included:

Membership programmes

Membership programmes were also mentioned as an option being pursued by some more niche media outlets.

Related resources: Membership Puzzle Project’s guide for membership models in media: https://membershipguide.org/

Other advice included scaling operations and growing business to become a regional media outlet, become a competitive employer, retain talent and be less dependent on a political and economic situation in one country.

Defining target audiences and engagement strategies

Speakers emphasised the importance of

Many Lebanese media attending the meeting said they target the Lebanese diaspora and produce, or plan to produce, content in French and English languages.

One media representative reported that half of their subscriptions are from the diaspora.

“This is what Lebanese media should try to do, which is produce locally and export”.

Words of caution

Speakers warned that:

Suggestions for donors

Core funding

The snapshot research findings pertaining to core funding resonated strongly with many participants as more opportunities for core funding would:

Challenges (and solutions)

Burn out and brain drain

Administrative challenges

Operational challenges

One participant advised against registering as a non-profit organisation as it brings administrative complications in dealing with banks. They also reported that choosing a for-profit model worked well for them as it focused their minds on generating income.

Resource:

Media Startups in Lebanon by Maharat Foundation includes advice on the legal environment for media start-ups:

For more resources relevant to media development and media assistance in Lebanon see:

LIT REVIEW - Lebanon media landscape

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