Meet them where they are: how media can reach youth in Africa (The Backstory S4E4)

Capturing the attention of young people means understanding what news and information they want and how they want to get it. Traditional media across Africa are reassessing their offer, while innovative platforms featuring images and video are growing in popularity. What can media companies do to attract – and keep – this booming demographic that cares deeply about the issues that affect our world?

In this episode: - Tshepo Tshabalala (twitter.com/TshepototheT), Director, Journalism and Media Lab Africa (Jamlab) in South Africa (www.jamlab.africa) - Kanyinsola Aroyewun, Head of marketing and content growth, Pulse, Nigeria (www.pulse.africa) - Edwin Madu (twitter.com/dwinmadu), Editor in chief, Zikoko, Nigeria (www.zikoko.com) - Yusuf Omar (twitter.com/YusufOmarSA), Co-founder, Hashtag Our Stories (www.hashtagourstories.com)

For more resources and tips visit WAN-IFRA's press freedom page (wan-ifra.org/about-us/press-freedom).

The Backstory production team is Andrew Heslop, Mariona Sanz, Colette Davidson, Irene Abalo and Sarah Elzas, who edited and mixed the episode.

Music in this episode: Simple Hop by Broke for Free (freemusicarchive.org/music/Broke_For_Free/Slam_Funk/Broke_For_Free_-_Slam_Funk_-_11_Simple_Hop)