THE Guardian newspaper has been cited in the Superbrand East Africa 2024–2026 category, the 10th consecutive win for TGL since the biennial awards began in 1997.

The award presentation followed a consumer-based survey that ranked the newspaper among the region’s most trusted newspaper brands, organisers said.

Jackson Paulo, the deputy general manager for The Guardian Ltd (TGL), said after receiving the citation and award that being named among Superbrands for the 10th consecutive time is not just a distinguished honour for the company.

“It reflects the deep trust Tanzanians have maintained in the brand, as for 30 years the company has stood as a benchmark for credible journalism and national development,” he said.

“This award is a collective achievement—from our newsroom to design, distribution and advertising teams. To our readers, advertisers and partners, this win belongs to you, too,” he declared.

The recognition marks not an endpoint but a new beginning, he said, affirming that the company is more energized than ever to raise standards, expand digitally and serve the nation with even greater impact.

“The recognition affirms the strength of The Guardian and Nipashe newspapers, published in English and Kiswahili respectively, which continue to dominate the local media landscape both in print and digital formats. Readers can access the publications via physical outlets and the online platform epaper.ippmedia.com.”

The survey evaluated brands based on quality, consistent market presence and consumer trust. TGL emerged as a leader in these areas, further solidifying its reputation as a pillar of reliable journalism in Tanzania, officials noted.

The Guardian Limited is part of the IPP Group, which had other winning brands like Bonite Bottlers, which produces Kilimanjaro Water, and Independent Television (ITV) station. ITV was recognized for delivering credible, professionally edited news, while Kilimanjaro Water was praised for its quality and wide national distribution.

The biennial Superbrand survey involved 1,000 face-to-face interviews in Dar es Salaam, Mwanza and Arusha, assessing both household and individual usage patterns. Online users were also included in the data collection to ensure broad representation.

In total, 1,121 brands competed with 20 emerging as winners. The global Superbrand initiative, active in 80 countries since 1993, began operations in Tanzania in 1997.

East Africa Superbrands executive director Jawad Jaffer emphasized that brand recognition, consumer connection and market sustainability were the main criteria.

“We asked respondents to rate brands based on how well they recognize them, their personal usage and how the brand has performed over the past year,” he said.

“This year, for the first time, Tanzania Premier League football clubs were included in the study, with Simba SC and Yanga SC securing second and third place respectively, separated by a narrow margin,” he elaborated.

Both clubs will be featured in a special Superbrand magazine distributed globally, reflecting their growing influence and commercial value in the East African market, he added.