Newsletter n° 90

CONTENT & ETHICS

Playing on nearness and specificity

A newspaper which focuses on local news is a media which distinguishes itself and which has a good chance to reach the population at which it aims. In Mali, Match is a newspaper focused on sports and above all on local sports. "It is nearness which is favoured here. We cover 99 percent local news, because nobody will speak about ’our’ sport in greater detail," says Alssane Souleymane, a journalist at Match.

Match is an eight-page publication and does not pretend to compete with other sports or general newspapers. "International sports events can be widely treated by foreign media, which are widely circulated in Mali," says Mr Souleymane, who thinks that, as a consequence, it is necessary to compete with these foreign media where they are less present: the local scene.

"Match is the first private-owned sports magazine in Mali of the democratic era (after the dictatorship’s collapse in 1991). It is the most regular and the most complete for the coverage of Malian sports," Mr Souleymane says.

To assure its position as leader in its market, Match emphasises its presentation. It is the only Malian tabloid newspaper at present in colour.

Match is bi-monthly, which offers it unique opportunities. It does not give results day after day, but offers analyses and interviews with players and club officials.

The newspaper also offers previews about upcoming events, says Mr Souleymane.

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