{
  "id": 18158588,
  "title": "Traditional media advertising model is failing – MFWA’s Kwaku Krobea",
  "url": "https://urgent.news/2026/11/04/traditional-media-advertising-model-is-failing-mfwas-kwaku-krobea",
  "topic": "world",
  "section": "World",
  "published": "2026-11-04T18:00:39.000Z",
  "source": {
    "name": "MyJoyOnline Ghana",
    "slug": "myjoyonline-ghana",
    "url": "https://www.myjoyonline.com/traditional-media-advertising-model-is-failing-mfwas-kwaku-krobea/"
  },
  "original_language": "en",
  "account": "The traditional advertising model employed by media organizations is struggling, according to Kwaku Krobea, Programmes Manager at the Media Foundation for West Africa (MFWA). In an interview on Joy Prime’s Money Making Monday, Krobea highlighted the shift in advertising expenditure towards digital platforms, which offer enhanced audience targeting and greater flexibility compared to conventional media channels. Platforms like YouTube and Facebook enable advertisers to monitor audience metrics in real-time and focus on specific demographic groups based on a range of characteristics, including demographics, interests, and purchasing behaviors. Krobea emphasized that these capabilities are placing traditional media organizations at a competitive disadvantage in the fight for ad revenue. \"That business model is failing. There are no two ways about that,\" he declared.\n\nKrobea suggested that traditional media outlets should capitalize on their existing social media audiences to attract advertisers and generate revenue through their digital platforms. He also recommended that media houses collaborate with content creators to establish advertising partnerships. Nevertheless, he cautioned against entering into such collaborations without thorough due diligence to ensure that the promoted products and services are reputable.\n\nFurthermore, Krobea urged major technology companies to offer financial support to traditional media organizations. He argued that digital platforms gain value from the content produced by established media outlets and should therefore contribute to the sustainability of the industry. Krobea pointed to Australia as a country that has begun addressing the relationship between digital platforms and news publishers, encouraging other nations to follow suit.",
  "summary": "The traditional media advertising model is failing as advertisers increasingly turn to digital platforms that offer more precise audience targeting and greater flexibility, the Media Foundation for West Africa's (MFWA) Programmes Manager, Kwaku Krobea, has said. He said platforms such as YouTube and Facebook allow advertisers to monitor audience figures in real time and target specific groups…",
  "key_points": [
    "Traditional media advertising model struggling, says Kwaku Krobea",
    "Digital platforms offer real-time audience targeting and flexibility",
    "Media organizations urged to collaborate with content creators and seek support"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}