Weekly SA Mirror is a 100% black-owned, BEE Level 1 start-up company with a mission to promote black advancement and empowerment. It was formed by a small group of experienced black journalists who left the mainstream media due to the contraction of newsrooms and the Covid pandemic in 2021. 

The Mirror aims to inspire, educate, and empower readers, particularly black South Africans, to actively engage in shaping their own destinies and contributing to the drive to redress historical imbalances created by the apartheid system. 

Mission

• To contribute to the diversity of media in South Africa.
• To shape and nurture the country’s young democracy by addressing critical issues affecting the majority.
• To provide empowering infotainment that inspires readers to break free from poverty and hopelessness.
• To promote Afro-optimism and counter global Afro-pessimism stereotypes.

Vision

To become South Africa’s leading multi-media publishing house inspired by empowerment-driven journalism, fostering informed and active citizenry in building a stronger, equitable democracy.