Dear Reader,
It has been four weeks since I stepped into the role of Editor‑in‑Chief of this esteemed publication, and I remain deeply grateful for the opportunity to guide the reimagined Sunday World into a new era under new ownership.
Since its launch in March 1999, Sunday World has been a prominent voice in South African media – recognised, influential and widely consumed. Over time, however, the publication leaned into a tabloid‑style gossip culture that no longer resonated with an increasingly discerning audience.
A changing audience
Our readers have evolved. They are more informed, more critical and more values‑driven. To remain relevant, we must align with those values.
Our audience consumes the Sunday World across diverse platforms. Many continue to cherish the printed edition, and our circulation growth in the fourth quarter of 2025 reflects renewed confidence in the repositioning initiated last year by our publisher and owner, John Bailey.
Our digital footprint has also expanded significantly. We now welcome roughly one million monthly website visitors and maintain a strong presence across major social media platforms, including Facebook, X, TikTok, Instagram, YouTube and LinkedIn.
Advertisers – whose support is vital to sustaining quality journalism – have also shifted. Trust, safety, and meaningful context matter more than ever. Purpose is valued alongside performance. Our reimagined identity directly responds to these expectations, supported by successful market engagements led by our chief sales and marketing officer, Anastacia Martin.
A strategic editorial shift: From gossip to substance
Our transformation is deliberate. We are moving away from sensationalism, unverified rumours and slander, and embracing fact‑based journalism rooted in fairness, accuracy, balance and respect. We aim to produce content that informs, explains, and empowers.
This editorial evolution is designed to reclaim our credibility and reaffirm our commitment to ethical journalism. We are charting a path back to being a trusted news institution.
As we embark on this exciting journey, we invite you to join us.
Expect a richer mix of content you can rely on – from politics and current affairs to education, health, business, motoring, lifestyle, sport and thought‑leadership. Your newspaper is evolving for the better.
Warm regards,
Caiphus Kgosana
Editor‑in‑Chief
