The Guardian Limited, which is widely acclaimed as The Home of Great Newspapers, is part of the IPP group of companies. The group, a leader in the private sector with dignified presence in the print media as well as radio and television broadcasting, is under the leadership of renowned Tanzanian businessman and philanthropist Dr Reginald Abraham Mengi.
The Guardian Limited currently publishes two daily newspapers, The Guardian and Nipashe, and four weeklies. The Guardian on Sunday and Nipashe Jumapili are Sunday publications, while Taifa Letu is published on Fridays and Sema Usikike on Mondays.
The English-language publications target corporate customers, while Kiswahili ones are meant for the larger public and cater for all age groups. All these publications carry a rich mix of news articles, features, analyses, photos, cartoons, etc., on politics, the economy, education, sports, entertainment and a wide range of other national and international issues.
Together, the publications serve all segments of society, targeting both top and bottom ends of the market by taking into account the various needs of each segment.
Promotion
The Guardian Limited channels its promotion through its sister media companies, namely, ITV, Capital TV, Radio One, Capital Radio, EATV/Radio and Capital TV/Radio.
Promotional posters bearing the slogan “Subscribe now, get free home delivery”, produced as part of an ongoing campaign, have resulted in a good number of new customers subscribing to the newspapers. The ongoing door-to-door subscription campaign is meant to further raise the number of subscribers.
An annual coupon competition known as “Amka na Nipashe Promotion” offers Nipashe newspaper readers the chance to win cash prizes and mobile phones.
Achievements
On March 15, 2000 the brand merged as Runner-Up in the Institutional Print Category of a media competition on HIV/AIDS held between October and December 1999. It was organised by the Ministry of Health, the National Aids Control Programme and UNAIDS.
On February 10, 2001 Nipashe was awarded a certificate by the National Kiswahili Council (BAKITA) for being at the frontline in honouring and supporting Kiswahili – Tanzania’s national language.
The Guardian Limited’s flagship publication, The Guardian, is an upmarket newspaper boasting a larger readership than any other English-language newspaper in Tanzania.
Markets
The Guardian Ltd boasts a wide presence throughout Tanzania through its zonal offices, all manned by well trained, experienced and highly motivated media, business, marketing and other professionals.
These are strategically positioned to facilitate the distribution of the company’s publications and coordinate sales, marketing and advertising operations even the remotest parts of key regions like Arusha, Dodoma, Iringa, Kilimanjaro, Mbeya, Morogoro, Mwanza and Tanga as well as Zanzibar.
This development was made possible through the optimisation of business opportunities and the creation and implementation of innovative ideas that take into account the needs of the people in an effort to fast-track the country’s economic and social development.
Mission Statement
To consistently collect and deliver the most credible news content meant to improve the functionality of the society we serve.
Vision Statement
To become Africa’s most admired print media company that puts a premium on employee and customer satisfaction.