The online Gambian media appear to run on two types of
business models. One, maybe two, appear
to be operating a free market-based model or 'for profit' and the others
operate 'not-for-profit' or 'nonprofit' models or what, in America, is referred
to as 501(c)(3) and 501(c)(4)
Whereas not-for-profit and nonprofit models are used
interchangeably by ordinary folks like you and me, to the IRS the two models
are not synonymous, and therefore are treated differently for tax
purposes. We will not deal with this aspect because it is very complicated even for the tax lawyer.
What we should be concerning ourselves with, and the question we should be asking is whether "The
Struggle" is better served by the "for profit" model or the
"not-for-profit" model, given the fact that the former must generate
revenue to meet payroll and remain viable, whereas the latter tries to break even
or even run as a loss - a loss usually defrayed by voluntary contributions.
"For profits" cater to everyone who can afford the goods or services
produced, and "nonprofits" serve a limited number of groups targeted
for free or subsidized rates. Take your
pick.
As long as online media have staff in their payroll on full
time basis (or 'run as a business'), they must operate profitably, and to operate profitably, they must
generate traffic and to generate traffic, they must attract listeners. How do they generate traffic to attract
listeners? Different media have
different ways of generating traffic.
There's nothing inherently wrong with any of the above
models, and in America, everyone is free to pursue the "American
Dream", and the market-based model is the quickest way of attaining the Dream.
What I find objectionable, however, is to pretend to be operating a 501(c)(3)
when in actual fact something totally different may be happening.
All Gambian online media must level with
their readers and listeners, of which I am one. Let me repeat, all models are legitimate and everyone is
free to price their advertisements, construct other forms of revenue streams,
including appearance fees, with the proviso that everything must be above board. "Lu nekka nyu tekko chi yon." roughly translated "Let it be transparent and legal". After all, we demand that of the dictator in Banjul at every opportune moment. Opponents of Yaya Jammeh, including my very self, must demand the same or higher standards than those demanded of Yaya Jammeh.
