The World Press Trends 2005 report, released at the WAN 58th Annual Newspaper Congress in Seoul, shows an increase in circulation and revenue from advertising for the newspaper industry worldwide in 2004. As part of a five week special, RAP 21 will publish African data from the report and speak to the leaders of some of the most successful newspapers on the continent about trends in their markets and their views on the future of the newspaper industry.

The newspaper industry in Benin
With a population of 7.1 million, a GDP of US$7.742 billion (purchasing power parity), and GDP per capita of US$1,100, Benin is one of the poorest countries in Africa. Until 1990, Benin was under a dictatorial regime, during which time press freedom was non-existent.

Since the establishment of democracy, press freedom has improved dramatically, and newspapers are blooming. At the close of 2004, there were 50 newspapers and periodicals, one state TV channel, a handful of commercial TV channels and more than 30 state, commercial and local radio stations.

Newspapers generally cater to Benins urban population, as widespread illiteracy limits reach in rural areas.

Le Matinal and Les Echos du Jour
Le Matinal and Les Echos du Jour are two of Benins largest dailies. In 2004, they had an average daily circulation of 3600 and 3000 respectively. RAP 21 spoke to Charles Toko, publisher of Le Matinal, and Maurice Chabi, publisher of Les Echos du Jour about the performance of their publications over the past year, their strategies for staying at the top of a competitive market, and their views on changing trends in Benins newspaper market.

One of the major global trends in the newspaper industry in 2004 was an increase in circulation among dailies. Le Matinal, Benins largest daily, followed this global trend with an increase in circulation from 3000 to 3600 between 2003 and 2004. This reflects a five-year trend in which we have seen our circulation grow by an average of 500 copies per year, says Toko.

As in most African countries, actual readership of Le Matinal is much higher than circulation. When a person buys one newspaper, they give it to many other people to read, says Toko. As such, Toko estimates that readership is actually around 10,000 to 15,000.

Les Echos du Jour did not increase its circulation in 2004, but circulation did not decrease either. On occasion, the newspaper prints more than its usual 3000 copies when we think the headline will be very interesting for our readers, or when the news vendors who know very well what type of headlines are big sellers arrive early in the morning before weve begun printing and ask for extra copies, say Chabi. At these times, around 4000 copies are printed.

According to Chabi, language is one of a number of challenges the newspaper confronts when it comes to increasing circulation. Not only must readers be able to read French, which, in a country with illiteracy as high as 65 per cent, means that these numbers are not that high to begin with, but they must want to read my newspaper out of all the other publications on the market and have the financial means to buy it.

Both newspapers rely a good deal on sales by subscription. Sales by subscription represent 50% of Le Matinals total sales. Chabi, while not giving exact numbers, says he sells many more newspapers by subscription than through the newsstands and news vendors.

Another major global trend in 2004 for newspapers was the increase in revenue from advertising. This was not the case in Benin. Revenue from advertising remained stable for Les Echos du Jour during 2004, but dropped between 30 and 50 percent for Le Matinal.

It is not normal practice for commercial enterprises in Benin to advertise. As such, it is very hard to find advertisers. It is mostly foreign companies that advertise in my newspaper, says Toko.

Chabi adds: There is a general economic crisis in the country. Many companies have seen their advertising budget decreasing or even suspended.

As advertising accounts for 75 per cent of the total revenue of newspapers in Benin on average, such a decline can have disastrous financial implications for newspapers.

Several strategies to counter low revenue from advertising have been introduced by both newspapers.

Le Matinal improved its distribution system and made efforts to attract more readers through changes in content. In previous years, it often took two days for the newspaper to reach cities throughout the country. The newspaper has now established regional offices to ensure that its daily editions are available everywhere on the same day. We also cut out our international column. As our readers often listen to Radio France Internationale to have the international news, they are not interested in reading about this in our newspaper. Moreover, we make sure to carry information about all of Benin, so that the people in the cities know what is happening in the region they originally come from, says Toko

Les Echos du Jour, relies on a bonus scheme for current subscribers who sign up new subscribers. Each person who is able to sign up two new subscribers receives a free subscription for one year. It is also making attempts to attract young readers. During the school year, the newspaper sends free issues to schools, with the hope of attracting, and keeping, new readers. Over the summer, the newspaper also selects a small team of young people between 11 and 17 as interns. The purpose of this operation is not only to attract budding journalists, but also to open up the world of the newspaper to the public, as many people dont know how a newspaper works.

We are also developing a strategy to attract elderly readers, which will include introducing a column that covers issues that are of specific interest to the elderly, such as pensions and retirement. It has yet to be finalised but we hope this will bring in new readers, says Chabi. The newspaper is currently conducting research on what issues are important to the elderly.

Despite ongoing challenges, the future of the newspaper in Benin looks bright. Since the end of the dictatorship, people have been craving information in Benin, says Toko. Chabi concurs: We are currently in a period of euphoria; the number of newspapers in Benin, given the small population, is impressive.

Both agree that this phase will eventually come to an end and that a natural selection will be made among the existing newspapers. Toko is optimistic about the future of the newspaper in Benin. Although some newspapers are bound to disappear, people are now demanding to have good information, he says. Chabi, on the other hand, is less optimistic about the demand for good journalism; people are not always interested in quality newspapers and it is the public that will decide who will stay and who will not, maybe it isnt the best newspapers today that will remain in a few years.

Next week, RAP 21 speaks to Pius Njawe, publisher of Le Messager in Cameroon.