One of the biggest challenges to the newspaper industry in Africa is simply staying alive. The "lL’Express" newspaper in Mauritius has defied the odds, and this year has celebrated its fortieth year of production.
In the second part of a three-part series on Africa’s oldest newspapers, RAP 21 speaks to Jean-Claude de l’Estrac, director and editor-in-chief, about the history of the newspaper and the advantages and challenges it has faced since its founding.
RAP 21: When and why was the "l’Express" newspaper launched?
Jean-Claude de l’Estrac:The newspaper was launched in 1963. Dr. Philippe Forget, the newspaper’s first editor-in-chief, explained the reasons for its creation in the following way: "The country was in a state of political turmoil. The political environment was fragmented. The media too. On one side, there were those supporting independence, and on the other were those against it. The ideas conveyed by these two positions contained much passion and little reasonIt was therefore urgent to re-establish a balance between these opposing factions, and to ask them to think about the question: ’Independence, yes, but what should we do with it?’ The "L’Express" was communicating a message to those who were simply willing to think." Today, in a country that is undergoing rapid change in a newly industrialised economy, this is still the role of the "l’Express".
RAP 21: Retrospectively, which periods in history have presented the biggest challenges to your newspaper’s survival?
Jean-Claude de l’Estrac: The beginning was slow. Since the "l’Express" was launched in a market already dominated by three dailies, all of which had been established for a considerable time. Once Mauritius was granted independence in 1968, the "l’Express" became an independent newspaper which simultaneously supporte the national policy of economic diversification and industrialisation. The newspaper promoted liberalism and played an important role in building the national identity in a country that was characterised by a very wide cultural and linguistic diversity.
Despite a dark period in the early 70s, marked by a state of emergency and censorship, the newspaper continued its growth, technological development and the diversification of its activities throughout this period.
RAP 21: What would you say are the biggest challenges the "l’Express" confronts today?
Jean-Claude de l’Estrac:The main challenge is posed by our competitors. The diversity of titles in printed media (four dailies and a dozen weeklies), the appeal of sensationalist newspapers and the recent emergence of private radio stations may in time inhibit the potential of traditional newspapers in Mauritius. However, this is not yet the case.
RAP 21: How has the financial situation of the"l’Express" changed over the years?
Jean-Claude de l’Estrac: The newspaper has always had the resources to sustain its ambitions. Rigorous financial management controlled closely by a visionary and modernist board of directors accounts for the financial success of the group. Throughout its history, La Sentinelle, the media group which publishes the "l’Express", has been able to innovate and take risks when it comes to technology. For example, today, the "l’Express" uses a totally computerised printing press that can print up to 45,000 copies an hour.
RAP 21: What is your current financial situation?
Jean-Claude de l’Estrac: The "l’Express" finances its development with its own resources. To give an example, the newspaper just bought a new printing press which cost 2 million dollars, which was funded by a bank loan. The media group La Sentinelle, that the newspaper belongs to, is a state-owned company which is made up of more than 500 shareholders.
RAP 21: How would you say your newspaper has adapted in order to keep up with changes in demand and public taste over the years?
Jean-Claude de l’Estrac: Constant innovation, the search for global quality - both editorial and technical - ongoing education and the will to listen to the needs of the readers (particularly through market surveys) has enabled the publications of the Sentinelle Group to keep up with the changing demand of its readers. Above all, these efforts have made it possible for the "l’Express" to attract younger readers and maintain an appealing commercial position to advertisers. From a design point of view, constant efforts are made to modernise the layout and to continue to satisfy our readers.
RAP 21: Does your newspaper have a "niche" audience, or a particular sector that it appeals to?
Jean-Claude de l’Estrac: No, the "l’Express" is targeted to the general public. There are other publications in the Sentinelle Group that are geared towards niche audiences - like sports fans or tourists.
RAP 21: How have the following changed over the years: advertising/number of employees/distribution network.
Jean-Claude de l’Estrac: The newspaper’s progress has remained stable. For a number of years, the ratio of advertising vs. direct sales has been around 40 to 60 percent. Concerning the advertising revenues, our annual growth stands between 10 and 20 percent. The vitality of the advertising market has allowed the group to plan its development and to meet its financial commitments. The number of employees has increased continuously, and the whole operation - pre-press, press and editorial activities - today consists of 400 employees. This figure does not take into account distribution, which has been externalised for more than a year. Through contracting distribution of the newspaper to professionals," the l’Express" has been able to make substantial savings.
RAP 21: What are the advantages of being an older, established newspaper? Are there any drawbacks?
Jean-Claude de l’Estrac: "the l’Express" is a national institution. Such a position implies a great sense of responsibility that our journalists try to honour. The drawback of this is that the public is extremely demanding. However, it is also a driving force that pushes us to continually add value to our products, on an ethical as well as on a technical level.
Vist the "’Express" at : http://www.lexpress.mu/