* To connect and inform communities across a united South Africa.
* To establish a quality daily national newspaper that is affordable, relevant, easy to read and to the point. * To present a wide range of news and information in a bold, accurate and balanced manner. * To be critical, but fair and constructive. * To raise the level of awareness and consciousness around issues affecting the people of South Africa. * To celebrate the achievements of a united South Africa. * To deliver and to exceed the expectations of all the stakeholders in the enterprise. * To increase readership and promote a culture of reading.