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Being the most populous Arab country, Egypt has by far the largest number of publications in the region, covering everything from politics and the economy to niche sub-cultures like art and music. Numerous new publications emerged shortly after the January 25th revolution, redefining Egypt’s media landscape. Many of these new outlets focused on the country’s political scene, social development, and socio-political reform.
The most visible effect in media following the revolution was a newfound freedom of expression, resulting in significant upheaval. After nearly 30 years of controlled media, the freedom to openly express views briefly became standard until the return of military rule. Print media, in particular, seized this opportunity, tackling previously taboo subjects with renewed vigor.
This environment created notable impacts on PR agencies operating in Egypt. Almost overnight, agencies had to adapt to expanded media databases and evolving communication channels, alongside a shift in audience interests. Journalistic ethics and practices also changed, with reporters becoming more selective about the news they chose to cover. Adding to the challenges was the rise of political media, which flourished post-revolution, while luxury lifestyle magazines diminished in relevance and influence.
Despite shifts in the industry, a large portion of Egypt’s media remains consumer-driven, even though purchasing power has decreased. Egypt continues to be a major market for communication, especially around FMCGs. This is evident in the increase of advertisements and PR efforts for food and retail, with less focus on finance, insurance, and banking. Much of the communication is targeted at the youth, who are the main drivers of consumption and significantly influence purchasing power.
With stability returning, the media landscape is more active than ever. Online media has thrived, with Egypt accounting for about a quarter of all Facebook users in the region, according to a recent Arab Social Media report. Notably, restricted citizen journalism has flourished as well – reflecting the grassroots movement that helped shape Egypt’s modern media scene.