Witbooi drives print media’s digital shift
Rudolf Witbooi, who was born and raised in Windhoek, currently serves as the executive director of Print Media Hub (PMH).
What began as a temporary finance job in 2012 grew into a leadership role, with Witbooi now helping to steer Namibia’s print industry into the digital age.
Witbooi completed his secondary education at Jan Möhr High School, where he credits the late Fanie van Zyl for laying the foundation of his values.
He joined Namibia Media Holdings (NMH) – now Network Media Hub – in 2012 as a temporary credit controller.
In 2016, he successfully applied for the role of management accountant at Newsprint Namibia (now Print Media Hub).
Over time, he worked his way up to operations manager and eventually rose in rank to become executive director of the organisation.
“My growth has been largely shaped by managers and mentors who consistently challenged me to improve,” he said.
Adapting print for a digital era
In his current role, Witbooi leads PMH as it navigates the transition from traditional print operations to digital services.
“We are shifting from paper-based print to digital solutions to meet evolving client needs,” he explained.
Witbooi holds a BCom in Accounting, earned through Mancosa with financial support from PMH.
When asked about the value of education, he said: “Formal education helps you understand the basics of any career, but experience, especially on the job, is equally important.”
He added that key skills in his line of work include consistency, flexibility, punctuality and adaptability.
Adaptability is crucial
During his time in media, one of Witbooi’s biggest challenges has been adapting to the sector’s changing landscape.
“Print is no longer the only way to tell a story,” he said. “Adapting to digital media while maintaining quality has been a major shift.”
One of his proudest moments came during the Covid-19 pandemic.
“Not a single employee lost their job,” he said.
“We printed and delivered 10 million workbooks, now 15 million, with The African Development Trust, to support education during lockdowns.”
PMH also played a key role in advocating for economic reopening during the pandemic, helping preserve jobs across the country.
When facing pressure and deadlines, Witbooi relies on structured processes and a flexible team. “Standard operating procedures and adaptability are critical,” he stressed.
The future of media
He also addressed what he described as a common misconception about print media.
“People think print will disappear, but while it’s shrinking, it won’t disappear completely.”
He added: “Adaptability is the most valuable skill in media. Tools and trends will change, but the ability to learn and pivot will keep you ahead.”
Witbooi sees multi-skilled journalism and smaller print runs as the future of the industry.
“Print Media Hub is transforming into your all-in-one printing destination, where adaptability meets innovation to match your every need. At Print Media Hub, we don’t follow trends, we create the shift,” he said.
He believes young journalists have a vital role to play. “They can help redefine storytelling and ensure the media remains relevant and impactful.”
To young professionals, Witbooi offers this advice: “Don’t choose a career for money. Choose it to make a difference.”
He believes character determines success. “Your character is the omen of your destiny.”
Doing what is right
Outside of work, Witbooi said he draws strength from his family.
He added: “Running, travel and exploring new places keep me grounded and help me come back with fresh perspectives.”
Looking back at values he learned from early childhood, he shared: “My father always told me to ‘work for a cause, not applause’,” he said. “Do what is right, not what is popular.”
What began as a temporary finance job in 2012 grew into a leadership role, with Witbooi now helping to steer Namibia’s print industry into the digital age.
Witbooi completed his secondary education at Jan Möhr High School, where he credits the late Fanie van Zyl for laying the foundation of his values.
He joined Namibia Media Holdings (NMH) – now Network Media Hub – in 2012 as a temporary credit controller.
In 2016, he successfully applied for the role of management accountant at Newsprint Namibia (now Print Media Hub).
Over time, he worked his way up to operations manager and eventually rose in rank to become executive director of the organisation.
“My growth has been largely shaped by managers and mentors who consistently challenged me to improve,” he said.
Adapting print for a digital era
In his current role, Witbooi leads PMH as it navigates the transition from traditional print operations to digital services.
“We are shifting from paper-based print to digital solutions to meet evolving client needs,” he explained.
Witbooi holds a BCom in Accounting, earned through Mancosa with financial support from PMH.
When asked about the value of education, he said: “Formal education helps you understand the basics of any career, but experience, especially on the job, is equally important.”
He added that key skills in his line of work include consistency, flexibility, punctuality and adaptability.
Adaptability is crucial
During his time in media, one of Witbooi’s biggest challenges has been adapting to the sector’s changing landscape.
“Print is no longer the only way to tell a story,” he said. “Adapting to digital media while maintaining quality has been a major shift.”
One of his proudest moments came during the Covid-19 pandemic.
“Not a single employee lost their job,” he said.
“We printed and delivered 10 million workbooks, now 15 million, with The African Development Trust, to support education during lockdowns.”
PMH also played a key role in advocating for economic reopening during the pandemic, helping preserve jobs across the country.
When facing pressure and deadlines, Witbooi relies on structured processes and a flexible team. “Standard operating procedures and adaptability are critical,” he stressed.
The future of media
He also addressed what he described as a common misconception about print media.
“People think print will disappear, but while it’s shrinking, it won’t disappear completely.”
He added: “Adaptability is the most valuable skill in media. Tools and trends will change, but the ability to learn and pivot will keep you ahead.”
Witbooi sees multi-skilled journalism and smaller print runs as the future of the industry.
“Print Media Hub is transforming into your all-in-one printing destination, where adaptability meets innovation to match your every need. At Print Media Hub, we don’t follow trends, we create the shift,” he said.
He believes young journalists have a vital role to play. “They can help redefine storytelling and ensure the media remains relevant and impactful.”
To young professionals, Witbooi offers this advice: “Don’t choose a career for money. Choose it to make a difference.”
He believes character determines success. “Your character is the omen of your destiny.”
Doing what is right
Outside of work, Witbooi said he draws strength from his family.
He added: “Running, travel and exploring new places keep me grounded and help me come back with fresh perspectives.”
Looking back at values he learned from early childhood, he shared: “My father always told me to ‘work for a cause, not applause’,” he said. “Do what is right, not what is popular.”
