ESWATINI Observer acting Managing Director Mbongeni Mbingo has strongly defended the enduring value of traditional print journalism, urging media practitioners to focus on quality and cultural relevance.
Speaking during a Masterclass on media management to final-year Journalism students at UNESWA, Mbingo emphasised that, contrary to widely held perceptions, print media still has a long future, especially in young, developing nations like Eswatini.
He said despite panic over news about the closure of South Africa’s City Press (which now publishes only online), he still sees a future for print media in Eswatini and other countries.
Turning to concerns about the risks posed by the advent of new media to print media, Mbingo insisted that the tradition of media consumption in the local context favoured print.
“People want something that they can touch and feel, especially in Eswatini and are more hesitant to consume new media, therefore print is not going anywhere,” he confidently proclaimed.
Unlike the rest of the relatively advanced world, Africa has not fully embraced new media platforms and technologies, at least not to the level of the hype that is widely expressed, the acting MD said.
Pushing back against narratives predicting the death of print media, Mbingo, who has been at the helm of print media in Eswatini for nearly a decade and a half as managing editor, declared that print is far from dying, particularly in the African context.
“Africa is not ready to fully shift to new media. Many of our people still rely on and trust the printed word. We must not abandon what works for the sake of trends,” he said, adding that even in the developed world, some well-known titles like The New York Times and The Sun were still thriving despite some considerable hiccups.
However, Mbingo stressed that media houses need to produce high-quality content that meets audience expectations while remaining rooted in African realities.
“Producing products that are good enough is not enough – we must strive for excellence in everything we do,” Mbingo told the gathering.
He pointed to the unique culture of journalism at the Eswatini Observer, where accuracy, integrity, tradition and community connection remain core values that have sustained the publication over the years.
He also stressed the importance of managing news responsibly.
“News needs to be managed. It is not just about speed; it is about context, truth, and impact. In a world of instant information, responsible media management becomes even more critical,” Mbingo added.
The managing director painted print media as a powerful tool for African expression and development.
“Africa loves stories. Media is our tool to tell our own stories of resilience, innovation, culture, and aspiration. We should not allow others to tell our story for us,” he noted.
Mbingo encouraged young journalists to embrace the craft with passion and professionalism, reminding them that the fundamentals of good journalism – verification, fairness, and storytelling – remain timeless even as technology evolves.
The lecture sparked lively discussion among attendees, with many appreciating the practical insights and the strong defence of print media’s role in Eswatini and the broader African media landscape.
The Eswatini Observer continues to play a leading role in fostering informed public discourse through quality journalism that resonates with its readers.
Mbingo presented the new addition to the Eswatini Observer family: the Eswatini Observer Magazine. The first edition of the magazine was launched during the celebration of His Majesty King Mswati III’s Ruby Jubilee. It traces and celebrates the history of His Majesty’s reign.
He said the first edition was well received, and they are looking into distributing more copies of the magazine.
Turning to his own role, Mbingo reflected on the challenges of managing a media organisation in Eswatini and explained that a manager has to balance many interests, demands and pressures, but, more importantly, ensure that the organisation remains afloat and that staff are remunerated.
