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Africa's Media Empire: Drum's Expansion to Nigeria

Publishing in Africa remains so difficult an enterprise that many publishers have collapsed, their dreams disappearing with them. This is especially true of the print media, particularly newspapers and magazines. During the past century, many magazines and newspapers failed to establish a loyal readership, keep costs down, insure wide circulation, or turn a huge profit. Consequently, not many African magazines can be viewed as “successful.” Drum magazine, however, remains an exception. In 1951 Drum, a magazine written for and by Africans, was established in South Africa. Drum enjoyed a great deal of success and is now widely recognized as having been a driving force in black South African culture and life throughout the 1950s and 1960s. In the South African historiography Drum has been thoroughly researched. The magazine's impact on South African journalism, literature, gender configurations, African resistance, and urban South African culture has been documented and often lauded by various scholars. Many former members of the South African edition's payroll, both editors and staff alike, have gone on to become successes in literature, journalism, and photography. Often such staff members credit Drum for directly shaping their careers and directly state this in their writings. Consequently, Drum is often associated only with South Africa. While Drum greatly influenced South Africa, its satel¬lite projects throughout Africa were no less important. These satellite projects cemented Drum's reputation as the leading magazine newspaper in Africa and each edition became fixtures in west African and east African societies.