My relationship with the Mail & Guardian dates back to my student days at the University of Zimbabwe. Then as now, I found the M&G‘s editorial content intellectually challenging and refreshing to read. The paper’s emphasis on investigative journalism, balanced political commentary and independent journalism stood out as second to none in my small world.
Nothing has occurred over the years to materially change my high regard for the paper. It is a tribute to the staff and management at the M&G that the publication has remained consistent and faithful to its calling, particularly in its commitment to independent journalism and to the principles and values that underpin a democratic society.
South Africans are fortunate to have a publication of such international standing fighting to safeguard the gains of the freedom struggle.
It is this distinguished pedigree that made the possibility of investing in the company such a compelling business proposition. It has been a long-standing goal of mine to be associated with this emblematic champion of the struggle for a democratic dispensation, not just in South Africa, but in the region as a whole.
My life-long passion for a free press and my company’s long-term vision to be a serious regional media player have found expression through the acquisition of the M&G. I strongly believe in press freedom as a vital ingredient of democracy and economic prosperity. The M&G is a quality product that has a proven track record. Indeed, the M&G is a great symbol of press freedom.
Now that I have acquired this standard-bearer, I will do my utmost to ensure it continues to be the home of robust, independent and courageous journalism; that it continues to be a forum for independent voices and a meeting place for divergent views — such as those found on the streets of South Africa and the rest of the continent.
Thus, that which first attracted me to the M&G is what I will strive to jealously defend. As Africans battle against misrule, corruption and economic mismanagement, they will need robust publications that respect the ethos embraced by the M&G. Indeed, as South Africa embarks on its transformation to lay to rest the ghost of apartheid, this African giant will need a newspaper that is fiercely independent and dedicated to the unvarnished truth. I am more than convinced that the M&G will be the torch-bearer in the challenging task that lies ahead.
To effectively execute this challenge the newspaper’s editorial line will be independent of government, political parties, special and commercial interests and advertisers. The paper will strive to be balanced and fair in its handling of public affairs and public figures.
It is essential in my view that, in carrying out its function, the newspaper’s editorial team must work in an environment that is secure from unduly intrusive proprietorial interventions. I firmly believe that the M&G‘s primary duty is to its readers and to the public at large. Very little is served by pandering to the narrow interests of an owner.
To a large extent the editorial independence and integrity of the M&G can only be guaranteed if the publication is commercially viable. In this regard I will begin to work right away with everybody at the paper to devise an aggressive marketing strategy to fully exploit the opportunities that have been made possible by the quality product that has seen growth in sales and subscriptions over the past two years.
The M&G has had a solid brand name. However, within the context of a new South Africa its commercial potential has not been fully exploited. The greatest challenge that the paper faces is turning its brand name into a commercial success. The long-term viability of the newspaper must be addressed promptly.
Internal and external editorial costs must be rationalised and output accessible to the evolving target market increased and improved. While only too aware of the challenges that this entails, I am bullish about the paper’s potential as a platform for quality advertisers wanting to reach out to a quality readership.
Advertising support commensurate with a publication of its size and reputation has to be pursued. With its ownership in black hands and independent from undue political influence, the paper is now in a stronger position to pursue rapid penetration of new readership markets.
Winning more black readers is fundamental to the M&G‘s future relevance and commercial viability. Circulation growth in the emerging middle class will drive advertising support. The M&G can achieve this through objective and balanced coverage of issues that affect hitherto marginalised communities in South Africa. In a nutshell, the M&G must strive to be relevant to all the publics it seeks to serve.
A credible business section has huge potential among the upwardly mobile black readership in South Africa and can attract both readers and advertisers. I am convinced that for this section to provide incisive and relevant business news and analysis, a revitalised editorial team and marketing strategy must be put to work. This marketing strategy should be based on solid business principles and authoritative surveys and supplements that will generate new revenue streams and position the M&G as a source of thought-provoking business perspectives and innovative African approaches.
One of my key objectives is to position the publication as a significant regional player. The M&G already has a presence in Southern Africa and I will seek to enhance this in a much more aggressive manner. Southern Africa is increasingly being seen as one entity by investors — as well as by a new generation of Africans — thus emphasising the need for a regional media player.
I subscribe to the view that it is not the normal business of owners of newspapers to involve themselves in editorial matters. Consultation and consensus-building will be at the core of cordial relations between myself and editorial management. My experience as both editor and publisher over the past 12 years reveals that I am sensitive to editorial concerns regarding political pressure and am well qualified to defend the editors from any unwarranted pressures.
The repositioning of the newspaper’s editorial thrust does not mean abandoning its core support base or its commitment to intellectual and journalistic excellence. This strategic repositioning is intended to ensure that the paper is better attuned to the dynamics — and contradictions — of a new South African culture.
While it is generally agreed that the M&G has served South Africa well since its establishment, there are some who argue that the paper is out to get President Thabo Mbeki, that the paper is decidedly anti-AfricanNationalCongress and generally anti-black business. There are those who maintain that the paper has not shown sensitivity in dealing with matters that affect the majority black community in South Africa.
These are widely and deeply held perceptions in the market that the M&G will need to address. I hold the view that deliberately alienating ourselves from any section of the South African population is not in our best interest. It is also not in our interest to be seen as working in cahoots with any interest or group to the exclusion of the broader community interest. The M&G will strive to offer a pluralistic editorial scope.
A newspaper does not benefit from gratuitous hostility to the status quo. In a young democracy like South Africa, for us to exercise influence we need to engage both the ruling party and the government on issues of national importance. While at times the ruling party and the government have shown that they can hold steadfastly to their beliefs, they have also shown that they are prepared to listen.
But we will not pander to power. I know from the Zimbabwean experience that governments faced with an indulgent media become complacent and corrupt.
We will engage all political players in our bid to be the market place of diverse ideas.
A strategic repositioning of the paper, a reinforced and focused editorial team and a revitalised sales and marketing plan will consolidate the M&G‘s position and establish it as the quality benchmark in South Africa and beyond.
Trevor Ncube is the new owner of the Mail & Guardian. He also publishes The Standard and the Zimbabwe Independent in Zimbabwe