Journalism Sustainability in the Digital Age: Application and Viability of Membership Business Model in Nigeria

The membership business model is one of the reader revenue approaches adopted by several news organisations to respond to digital disruptions and diversify revenue sources. This study examines the model’s application and viability in the Nigerian market. Drawing on critical media industry studies and revenue diversity theories, this study uses document analysis and in-depth interviews to examine two Nigerian news outlets, Premium Times and Daily Trust, from 2020 to 2023. Eight journalists and business executives from the two organisations were interviewed. Similarly, documents relating to the organisations’ membership strategies were analysed. Findings reveal that while the model has increased audience engagement and provided valuable insights into their needs, readers’ lack of appetite for financial contributions through membership, driven by poor economic conditions and infrastructure, makes the model less viable than other traditional sources, such as advertisements. I thus recommend only pursuing membership as part of broader revenue diversification efforts.