Lahja Nashuuta
Information and Communication Technology minister Emma Theofelus praised the New Era Publication Corporation for launching the Era Select digital segment.
Era Select personalises news by allowing readers to subscribe exclusively to their preferred sections of the New Era newspaper at an affordable rate, such as Sport, Business, Main News, Agriculture and Vibez, a youth and entertainment section.
The minister called the innovation a “game-changer” for both news consumers and advertisers.
“There is an urgent need for Namibian media to move away from traditional methods of news production and distribution. The industry faces an existential challenge. Without technological and economic innovation, survival is at risk,” she warned.
“Consumer habits are changing rapidly. Media houses that fail to evolve will struggle to maintain relevance in this fast-paced digital landscape,” she added.
Theofelus noted that New Era will now track key metrics to enhance user experiences and gain insights into audience behaviour. This will enable the corporation to create innovative content and products suited to its audience’s needs.
The minister revealed that New Era is working with the National Commission on Research, Science and Technology (NCRST) to explore integrating Artificial Intelligence (AI) into its operations to improve efficiency and content delivery.
“I am proud to see two public enterprises, New Era and NCRST, collaborating to build on the pillars of knowledge while improving service delivery”.
New Era Chief Executive Officer Christof Maletsky emphasised that Era Select is a groundbreaking electronic newspaper model, enabling readers to subscribe only to the sections of their choice.
“In the past, readers had to subscribe to the entire newspaper. With Era Select, we are shifting to a user-centric model, allowing readers to access only the sections they value most. For example, some readers purchase the paper just to read the sports section. Now, they can subscribe to only that section. This makes Era Select a true product-market fit,” Maletsky noted.
He also highlighted that Era Select offers affordable, tiered subscription plans from one month to a year, with discounts for longer commitments and multiple subscriptions. This initiative aims to increase reader engagement and boost revenue for the newspaper.
“Audience preferences vary. Some readers prioritise political news, while others focus on sports or entertainment. This platform ensures we cater to those unique preferences, ultimately improving reader satisfaction and engagement,” Maletsky added.
-lnashuuta@gmail.com
Photo: Heather Erdmann