The Standard, one of Kenya’s leading newspapers, is facing a severe ad revenue crisis, with reports indicating that journalists have gone months without salaries due to plummeting advertising income.
The Standard Group, which operates print, television, radio, and digital platforms, is among several legacy media houses struggling to adapt to a shifting media landscape shaped by economic challenges and digital activism.
The crisis, highlighted in a Reuters Institute report, underscores broader pressures on Kenya’s media industry as public trust wanes and social media platforms gain influence, particularly among Gen Z audiences driving political discourse.
The Standard, established in 1902, has long been a cornerstone of Kenyan journalism, known for bold reporting on politics, business, and sports. However, the outlet’s financial woes mirror those of competitors like Nation Media Group, with both reporting significant revenue declines in 2024.
The Reuters Institute notes that reduced advertising spending, coupled with audience shifts to platforms like TikTok and WhatsApp, has hit legacy media hard.
For instance, The Standard’s digital readership dropped as consumption of Citizen TV fell from 76% to 68% and Daily Nation from 59% to 51% among online news users. This ad revenue crisis has forced cost-cutting measures, including staff layoffs and delayed payments, with The Standard journalists reportedly unpaid for up to three months in early 2025.
The 2024 Finance Bill protests, led by Gen Z, exposed fractures in trust toward traditional media, including The Standard.
A journalist from The Standard was among those attacked during protests on July 16, 2024, and was shot three times while covering unrest, highlighting the dangers faced by reporters.
Additionally, advertisers like Safaricom withdrew funding from outlets like Nation Media Group after reports linked the telecom giant to state surveillance, a move that likely impacted The Standard’s revenue stream as well.
The Standard Group’s multi-media investments, spanning The Standard newspaper, KTN News, and Standard Digital, have not shielded it from economic pressures.
The company’s Nairobi Securities Exchange listing reveals ongoing financial strain, exacerbated by Kenya’s economic challenges, including high inflation and youth unemployment.
A June 2025 article in The Standard highlighted innovative responses, such as 1,200 pastoralist women earning millions through beadwork, signalling a shift toward community-driven stories to regain readership.
However, competition from digital-first platforms like Tuko.co.ke, which also saw readership dips, underscores the need for legacy media to innovate.
The Standard’s app, offering e-papers and entertainment via Standard Digital Entertainment (SDE), aims to attract younger audiences but struggles against free online content.
Political pressures further complicate The Standard’s challenges. In 2023, President William Ruto’s allies reportedly sought to acquire stakes in the Standard Group, owned by Gideon Moi, but backed off due to strained relations.
This followed accusations of government pressure to align coverage with state narratives, especially after The Standard reported on controversial policies like the housing levy.
The outlet’s coverage of the July 2025 recall petition against Nairobi Woman Representative Esther Passaris and the IEBC’s voter card scrapping plan for 2027 reflects its commitment to bold journalism, yet such stories risk alienating advertisers.
The Media Council of Kenya’s updated 2025 guidelines aim to reinforce ethical standards, but The Standard must navigate these while maintaining independence.
As Kenya approaches the 2027 elections, The Standard faces a pivotal moment. The rise of digital activism, coupled with economic discontent, demands a reimagined business model.
Yet, with declining ad revenue and growing reliance on social media for news, the outlet must innovate to survive.
