You ever heard a blogger say, “You want impartiality? Read a newspaper”?

Ja, well, if you want impartiality, don’t read a newspaper. At least, don’t read the New Age newspaper.

What’s that? You haven’t heard of the New Age newspaper?

No, that’s quite alright. You’re not expected to know about it. They themselves confess that their target readership will be LSM 4 to 10.

Now, “LSM” stands for Living Standards Measurement, it’s basically an indication of the lifestyle and wealth of an audience. In other words, an LSM of 4 to 10 is the majority of people in our lovely country. Coincidentally, Brendan Seery would be aiming for a similar audience LSM.

2oceansvibers, you won’t have heard of the New Age because 2oceansvibe’s audience is in a slightly different LSM – so don’t beat yourself up over it.

But here’s the spice. New Age launched by the Gupta family. You haven’t heard of them either? OK, it’s time to catch up, this concerns you.

The Gupta’s are very, very, very rich. They control Sahara Computers, and a number of mining interests across Africa. They’re also top chums with former minister in the Presidency and ANC bigwig, Essop Pahad, as well as that other guy, president Jacob Zuma.

In fact, they’re such big muckers with the Zumas that ol’ Jacob’s daughter, Duduzile, sits on the board of Sahara Computers, and her brother, Duduzane is allegedly a key player in the Gupta’s mining interests.

Hell, The New Age’s editor is the former Vuyo Mvoko, the former political editor of the SABC – the same people who stand accused of major political bias against Thabo Mbeki in favour of JZ during those turbulent times of 2008.

Add to this the fact that Essop Pahad and former Chamber of Mines and Kumba boss Lazarus Zim sit on The New Age Media board, well, you’ve got a nepotism gangbang of epic proportions. Should be a great government mouthpiece read.

Where am I going with this?

NONE OF THESE PEOPLE ARE SPONSORED BY PUMA.

Totally over it.

[Source : Daily Maverick]