“The format of most news websites has warped our journalism … we wanted to gamble on something different.” This was the idea that led to the launch of The Continent in South Africa in 2020, an outlet that has pushing boundaries as its mission.
In the short time since it was started, the team behind The Continent has built one of Africa’s most innovative media models that rejects the website-centric logic that dominates much of the news industry. Instead of chasing clicks or tailoring stories for algorithms, The Continent delivers a single, concise digital newspaper directly to readers via WhatsApp and email. Each edition is carefully curated, always keeping the reader front and centre. This means short articles, striking visuals and formats optimised for sharing. The result? A trusted product that makes the audience want to share it with their own communities.
Over time, the gamble seems to have paid off. What began as a two-member operation, with each one manually sending out editions, has now grown into a team of 15, serving a dedicated readership of more than 30,000 people across 160 countries. Growth, in The Continent’s case, has come not from digital advertising, but by human connection. Readers pass The Continent along in family groups, churches and professional networks, making it a truly community-driven publication.
The innovation does not just stop at formatting. The community-driven outlet has also experimented with newsroom culture by building rest and reflection into its publishing cycle. The team works in four seasons of ten editions, with complete shutdowns in June and December. No emails. No messages. Just space to rest, strategize and reset. This rhythm helps prevent burnout, attracts top journalists and allows the team to consistently deliver impactful coverage despite its small size. “We wouldn’t exist today with 30,000 subscribers in 160 countries if we hadn’t done this,” says the team, explaining the reason behind their outsized success.
Financially, The Continent is exploring new possible sources of revenue. Since readers, funders and advertisers encounter the product directly, partnerships are built on appreciation of its quality rather than raw traffic numbers. With readers often describing The Continent with words like love, trust, and fun, audience trust remains central to how The Continent makes money. That loyalty is laying the foundation for future sustainability through merchandise, events and direct reader support.
For African media, The Continent is a case study in courage: proof that by rethinking not only how journalism is distributed but also how journalists are treated, it is possible to build sustainable, trustworthy news that truly serves its audience.
The Continent was part of Amplify South Africa, MDIF’s business capacity support program for independent media from South Africa. To find out more about the initiative, read here.