Standard goes big on digital with an eye on youth market

Standard Group will on Thursday night unveil a new Print + Digital platform, as part of its growth strategy with the aim of dominating in the youth segment and grow digital and advertising revenues.

The media house’s marketing team says LiveItUp product’s new, exciting and the editorial content will be geared towards latest entertainment news, travel, food and drinks, fitness, top celebrity photos, high fashion, trendy people and places.

“The product will be the leading authority for all things trend + taste in East Africa. The launch is slated for today, Thursday 21st March 2018 at The Junction Courtyard, Ngong Road from 6pm-10pm. We wish to take this opportunity to thank The Standard Group PLC Staff Members for continually supporting new products. We are requesting everyone to use #LiveItUp to make this trend on social media,” the marketing department said in an email to staff.

Here we are keeping up with the stars! #LiveItUp pic.twitter.com/U8cuDuweJX

— SDE.CO.KE (@SDEKenya) March 21, 2019

The media house has been diversifying its revenue streams, which has seen it launch KTN Burudani TV, which targets the Coastal region and Spice FM, an entertainment radio station targeting the youth. It also bought Mt Kenya Star, whose focus is to cover developments in the populous region.

The Group returned to positive territory last year rising from a Ksh 210 million loss in 2017 to record a Ksh 261 million profit for the year ended December 31, 2018.

The company’s board forecasts a positive 2019 as it seeks to deepen its customer engagements and offer more niche media products and services that are responsive to market needs.