Gen Z content creators redefining print business

In today's ever-evolving world of magazines, the traditional dominance of print publications is fading as digital platforms take center stage. Amidst this shift, a groundbreaking publication, Kenga, has emerged, aimed at catering to the Gen Z demographic while pioneering a unique 'Fidgetal' format that combines the best of both print and digital realms. CNBC Africa's Murungi Sarah sat down with Arinze, the CEO & Publisher of Kenga, to delve into the emerging industry trends and the strategic targeting of Gen Z for business purposes. Arinze shared insights on the innovative approach adopted by Kenga, emphasizing the importance of reimagining the editorial landscape in Africa. The publication's 'Fidgetal' format not only reduces paper consumption but also provides readers with a tangible reading experience, bridging the gap between traditional print and modern digital platforms. One of the key challenges faced by Kenga, like many creative businesses, is securing funding in a challenging economic environment. However, the company has successfully navigated this hurdle with the support of investors who share the vision of transforming the creative industry in Africa. Additionally, Arinze highlighted the importance of introducing structure into the creative process, especially when working with individuals who may not have a formal creative education. Kenga's approach to print media fills a unique gap in the market, particularly targeting Gen Z and younger millennials. Arinze outlined three key reasons why this demographic prefers print magazines over digital alternatives. Firstly, digital fatigue has led many individuals to seek a break from screens, turning to the tactile experience offered by print. Secondly, a sense of paper nostalgia resonates with Gen Z and millennials, who yearn for the tangible connection that physical magazines provide. Lastly, the 'instagrammability' of print appeals to the aesthetics-driven nature of Gen Z, making it a visually appealing medium for social media sharing. When questioned about the decision to target Gen Z and younger millennials, Arinze emphasized the lucrative potential of this demographic, particularly in the African context. With Gen Z representing a significant portion of the continent's population, understanding their preferences and behaviors is crucial for brands and content creators looking to tap into this market. By tailoring content and products specifically for Gen Z, Kenga aims to bridge the gap in existing research and provide culturally relevant insights that resonate with African consumers. As Kenga continues to redefine the magazine industry landscape, its commitment to innovation and sustainability sets a new benchmark for publishers and media houses. By embracing the unique preferences of Gen Z readers and adapting to the changing media landscape, Kenga paves the way for a fresh approach to print media in the digital age.