By Libuseng Nyaka
JOHANNESBURG – Deputy Minister in the Presidency Kenneth Morolong says government has revised its advertising policy to ensure that 30% of its ad spend goes to community and small commercial media.
Morolong made the announcement at the 20th anniversary celebration of the Association of Independent Publishers (AIP) in Johannesburg on 13 November 2025.
“I wish to reaffirm our commitment to this sector. Cabinet has approved a revised government communication policy which stipulates that 30% of government advertising must be channelled to small commercial and community media,” he said.
He added that the Media Development and Diversity Agency (MDDA) would continue supporting the growth and sustainability of community outlets to ensure they remain a “pillar of our democratic architecture”.
The commitment follows a stark warning from AIP chairperson Anetha Mangxaba, who painted a bleak picture of the financial distress facing small publishers due to declining revenue and limited state support.
Mangxaba said AIP had recently conducted an in-depth study on the state of community media, which confirmed that community newspapers are “not just businesses, but a vital part of South Africa’s democratic foundation”.
“Over 75% of our members are Black-owned and 25% are women-owned,” she said.
“Our publishers provide trusted, local, relevant news—often in indigenous languages. They hold leaders accountable and strengthen civic participation. Yet 44% earn less than R100 000 a year. Many operate at a loss, sustained only by volunteers and passion.”
She warned that digital platforms profit indirectly from community media content while small publishers struggle to survive, saying the sector needs at least R395 million a year to restore sustainability.
“When community media dies, democracy loses its heartbeat,” she said.
Author and podcaster Dr Sizwe Mpofu-Walsh, speaking at the same event, urged publishers to collaborate rather than see one another as competitors.
He said while misinformation thrives online, digital platforms have also given rise to “fresh new voices”. He argued that traditional journalism and digital media need not be in conflict.
“I am not convinced there is a tension between digital media and journalism. “What inspires me is what happens when the two come together,” he said.
