In March 2008, Bernard Njonga launched the Cameroonian magazine L’Eclat d’Afrique in an effort to break African stereotypes that dominate in the European media. At the same time, the monthly magazine “is the first magazine devoted to rural people in Cameroon,” according Njonga. As a multipurpose magazine, it does not only serve the rural populations of Cameroon; 50 percent of the readership is based in Europe where the magazine is also printed.

The reason for the bifurcated audience is twofold-financial and strategic. The essence of the magazine is rural while the target reader is primarily Western European.

“L’Eclat d’Afrique is a people’s magazine, whose heart target is rural [in Africa]. It presents the achievements of rural Africans and urban Africans that have invested in rural areas of the continent,” Njonga told RAP 21. “The ultimate goal is to give a different image of Africa, a proud, valued and progressive image of the continent to those that believe we are small people,” said Njonga.

On the surface, Njonga’s choice of printing in Europe rather than in Africa appears to be more extortionate than necessary. However, to access both markets Njonga made a pragmatic decision to print in Belgium. Right now, 15,000 copies are printed in Belgium of which half goes back to Cameroon, from where they are further distributed throughout the continent. Editor of the magazine Francois Bimogo told RAP 21 that they hope to decrease the exportation rate to Africa by 10 percent and also transfer the magazine’s shares to various African countries with the publication.

Njonga said that if the magazine was printed in Cameroon the price to export it to Europe would be more expensive. Also, “we gain in quality,” which was the most appealing aspect of printing abroad, said Njonga. The 52-page magazine is printed in colour on glossy paper-the only one of its kind in rural Cameroon.

To penetrate the markets in both Africa and Europe, Njonga exploited pre-existing infrastructures for the distribution. In Europe, he takes advantage of NGO networks that deal with African affairs. In Cameroon, Njonga has tapped into the readership and distribution network of his agricultural tabloid, La Voix du Paysan, which he launched more than 20 years ago.