Audiences can now access news and events as they happen with the help of social media platforms such as Twitter, Facebook, and YouTube. They are migrating from classical media to the digital sphere and, as a result, the underdeveloped mainstream media of Ethiopia is facing new challenges, competitors, and demands as well as expectations and opportunities. Especially for private press, which has been losing advertisers and failing to broaden its readership and coverage, this is bad news. EBR’s Ashenafi Endale explores the journey periodicals are taking to embrace social media.