Within two years the Southern Sun has grown into a vibrant publication. It is filling an important news gap in the south of Namibia and also ensures that elected officials are being held accountable for their actions.

'the paper for all the people of the south'

When the Southern Sun, a community newsletter in the south of Namibia, was launched in January 2002, few people gave it much chance of survival.

Their pessimism was based on the fact that the Namibian printed media landscape is littered with a history of failed publications. An earlier publication in the area, the Keetmanshoop Newsletter, had closed down after just over a year of erratic publishing. The reasons for the failure were varied; a dependence on the local municipality to fund their printing and a lack of any real journalism experience – or access to training.

The Keetmanshoop Newsletter finally folded after it angered the local council when it published a story about municipal corruption. With no other sources of revenue to cover basic printing and distribution costs the outcome was inevitable. That the story resulted in an inquiry and fraud charges against some officials involved was the ultimate irony.

Award

But, a new group of locals approached the Polytechnic of Namibia, which negotiated with NiZA for help in sourcing journalism training for its staff and drawing up a sustainable business plan.

Of the initial ten trainees only two had some journalism experience. The rest consisted mainly of graduated but unemployed youths. Their lack of experience and training was more than made up by enthusiasm and commitment to learn the craft of journalism.
Even more importantly, the publication has given the communities it serves a powerful channel of communication to the local, regional and national government officials.

The Southern Sun’s achievements were recognised late last year when the (then) editor, Anwar Thomas won the prestigious Misa (Media Institute of Southern Africa) award of Community Journalist of the Year. The judges also praised the publication for the quality of its content and the role it has played in empowering the communities it serves. Thomas accepted a job in the mainstream media earlier this year. Luqman Cloete, the financial and administrative manager, is currently filling in as acting editor.

Print on demand

From the beginning it was important that the Southern Sun develop a variety of revenue streams to ensure that they did not become dependent only on donor funding and advertising.

Niza funds ongoing missions by the author, who assists with training and putting in place advertising and financial structures and strategies. The paper also receives a small monthly amount from the Namibian Institute for Democracy. Other donors have assisted with funding to acquire three computers.

A key to the publication’s financial model was to use appropriate technology that suited their situation. Rather than having to pay huge monthly print bills, the Southern Sun is designed and laid out using Microsoft Publisher and then copies are produced by Photostatting. This makes printing affordable, but the newspaper is also able to print on demand, and so avoiding costly unsold copies.

Because of budgetary restrictions the Southern Sun currently prints around 1000 copies a month, which are distributed in towns throughout the area. Research shows that there is an average of five readers per copy and copies are passed around among friends and families.

Wedding programmes

Although the paper continues to struggle financially, a large part of its income is earned through advertising sales, a minimal cover price and a news agency that supplies copy and pictures to mainstream papers without correspondents in the region. Not only does this last aspect bring in much needed income and help pay minimal allowances to the staff, but it has also meant that the issues from the region are placed on the national agenda.

Another important revenue stream is producing affordable newsletters, brochures, pamphlets and wedding and funeral programmes to local non-profit organisations, schools, residents and privately-owned businesses.

Income has grown steadily and the publication is slowly moving towards long-term sustainability and, ultimately, survival.

Poaching

However, the greatest challenge facing the Southern Sun is the ongoing poaching by mainstream media – print, radio and TV – of its staff, who are lured away with well paid job offers. Already four of the best trainees, including the editor, have been poached, but the ongoing training of new staff has ensured that the paper continues to survive.

Gabes Shihepo, deputy minister of Information and Broadcasting, paid tribute to the Southern Sun at its first anniversary: "Over the past twelve months this publication has become a fixture in the towns and villages of southern Namibia and has played an important role in stimulating debate around issues affecting the people of this region."

Raymond Joseph is a freelance journalist and media trainer, specialising in community media and start-ups of new publications. He is based in Cape Town, but works throughout the Southern African region.