For News Diggers, growth has been defined by a deliberate shift: from reliance on donor funding to building a fully self-sustaining media business grounded in public-interest journalism.
Founded by Joseph Mwenda, News Diggers has grown into one of Zambia’s most trusted independent multimedia newsrooms. Known for its investigative reporting and editorial courage, the organization reaches audiences across print, web and social media, with a combined following of more than 640,000 people. Its audience spans generations, from young digital consumers to established professionals, making it both influential and commercially valuable.
But this scale did not happen by accident. It is the result of strategic decisions that prioritised efficiency, adaptability and long-term sustainability.
Early on, the team recognised the limitations of a high-cost print model. By reducing print volumes to match real demand, News Diggers cut wastage and lowered production costs. At the same time, it invested in a more affordable digital edition, expanding reach while improving margins. Internally, the organization streamlined operations, from procurement to travel, and strengthened its use of correspondents to maintain nationwide coverage at lower cost.
These changes laid the foundation for a more resilient business. Today, News Diggers operates with a diversified revenue base, 60% corporate advertising, 20% government, and 20% NGO partnerships, demonstrating strong market confidence in its brand.
With stability achieved, the focus has shifted to growth. The organization is targeting a 30% expansion through stronger commercial capacity, improved debt collection systems and more strategic use of social media to deepen audience engagement and monetisation.
At the same time, News Diggers continues to innovate editorially. New products, such as a Constituency Development Fund (CDF) publication and the “Mind Your Business with Diggers” podcast, are expanding its reach while opening up new revenue opportunities. These extensions build on its core identity: journalism that informs, investigates and connects with audiences.
Recognition has followed. In 2025, News Diggers received the MISA Zambia Platinum Award for its documentary on Chinese investment, affirming its role as a leading voice in public-interest journalism.
Today, News Diggers stands as a powerful example of what is possible when editorial integrity is matched with business discipline: a newsroom that has not only survived but built a sustainable future on its own terms.