About Us
The Baseline is an independent South African digital news publication dedicated to delivering accurate, fair and public interest journalism. We report on the stories that shape communities across South Africa, from local government and politics to crime, education, business, sport, arts and culture.
As a digital-first newsroom, we combine written reporting with photography, video and multimedia storytelling to provide readers with reliable, contextual and accessible news. Our journalism is guided by the belief that an informed public is essential to a healthy democracy.
Our Mission
Our mission is to produce journalism that is accurate, independent and accountable.
We are committed to reporting fairly, verifying information thoroughly and providing the context readers need to understand the issues affecting their communities. We believe journalism should hold those in positions of power to account, amplify under-reported voices and contribute to informed public debate.
Our Journalism
Every story published by The Baseline is guided by the principles of accuracy, fairness, independence and transparency.
We verify information before publication, seek comment from relevant parties wherever reasonably possible and clearly distinguish between news reporting, opinion and sponsored content. When errors occur, we correct them promptly and transparently.
The Baseline is guided by the Press Code of the Press Council of South Africa, and our journalism is produced in accordance with the ethical standards expected of South African print and online media.
Who We Are
The Baseline is published by an independent South African media company focused on digital journalism, multimedia production and visual storytelling.
Operating as a mobile, digital-first newsroom allows our journalists to report directly from where stories are unfolding, while maintaining the editorial standards expected of a professional news organisation.
Editorial decisions are made independently and are not influenced by advertisers, sponsors or political interests.
Our Values
Accuracy
We prioritise verified information over speed and ensure our reporting is based on credible evidence and reliable sources.
Independence
Our journalism is free from political, commercial and personal influence.
Fairness
We provide individuals and organisations with a reasonable opportunity to respond before publication when reporting may adversely affect them.
Accountability
We acknowledge and correct factual errors openly and without delay.
Public Interest
We prioritise reporting that informs communities, promotes transparency and contributes to democratic participation.
Contact Us
Whether you have a news tip, wish to share information, enquire about advertising or discuss a potential collaboration, we’d like to hear from you.
Editorial and News Tips
editor@thebaseline.co.za
Photography and Multimedia
media@thebaseline.co.za
Advertising and Partnerships
advertise@thebaseline.co.za
Thank you for reading The Baseline.