Online Reporter
Remember Deketeke and Sekai Manyere
DIGITAL transformation has become critical for the survival of media organisations, if one fails to adapt to changing audience consumption patterns, one risks being left behind.
This was said by Group Digital Services Executive Mr Elias Mambo at a Zimpapers stakeholders’ engagement, where the company said it was now placing greater emphasis on audience reach, engagement and demographic data rather than traditional print advertising space.
The meeting focused on Zimpapers’ digital transformation strategy, which seeks to align its media platforms with rapidly evolving consumer preferences.
Mr Mambo said digital platforms also allowed advertising content to spread rapidly, enabling brands to reach much larger audiences through online engagement.
“Digital transformation is the new game in town. Anyone who is not transforming will surely die,” he said.
He said the firm’s e-paper circulation had grown to about 45 000, while its combined digital platforms now reached more than 12,5 million users, giving advertisers access to audiences well beyond Zimbabwe’s borders.
“We are no longer geo-locked, we have gone global,” he said.
He said the expanded digital footprint presented a valuable opportunity for advertisers targeting Zimbabweans in the diaspora, many of whom continue to send remittances and invest back home. Head of Strategy at Visual Point Creative Group Mr Swithun Rinashe said Zimpapers’ digital shift reflected global trends in media consumption and marketing.
“Everything that we do now is digital,” he said.
Mr Rinashe described the platform as a practical solution for advertisers seeking more effective and measurable marketing campaigns, adding that it supports data-driven decision-making.
“Now that Zimpapers has come on board, we are really glad as advertisers,” he said.
He said marketing decisions were increasingly being guided by audience data rather than guesswork, allowing advertisers to better understand consumer behaviour and maximise returns on investment.
Mr Rinashe said the integrated platform enabled brands and promotional content to be distributed across Zimpapers’ diverse media portfolio, including The Herald, The Chronicle, Star FM and Capital Talk Radio.
“We are taking brands not just locally, but beyond the borders,” he said.
Advertisers said the expanded digital ecosystem is expected to improve audience engagement and precision targeting, positioning Zimbabwe’s largest integrated media house to meet the demands of an increasingly digital marketplace.
