The managing director and editor of The Namibian, Tangeni Amupadhi, has rejected attempts by the United States (US) government to use advertising as a means to question whether the news organisation represents US foreign policy.
This week, the US embassy in Namibia sent an email to the newspaper, asking questions to determine whether the US government can continue advertising in or subscribing to The Namibian.
“The United States department of state, represented in Namibia by the US embassy in Windhoek, is undergoing broad scrutiny of its services to ensure resources are aligned with its highest priorities. This includes reviewing all spending to ensure alignment with the secretary of state’s priorities and mission statement from 22 January 2025”.
The embassy added: “The embassy was asked not to subscribe to any media subscriptions that do not align with department goals, such as making America safer, stronger, and more prosperous, as well as ensuring the safety, security and welfare of the workforce, and fulfilling statutory or treaty obligations”.
They also asked: “Are you or any of your services associated/affiliated with the following companies: The Economist, The New York Times, Politico, Bloomberg News Feed, Associated Press, or Reuters?” These organisations have been targeted by US president Donald Trump.
Yesterday, Amupadhi said the new organisation’s journalism is not dictated by the US government’s agenda.
“We do not determine how we do our journalism depending on whether the US government advertises or not. The embassy mentioned American interests and my response is that we do not do our work depending on someone’s agenda. We report and do our work based on our free press principles and good independent journalism.”
He added: “Our response is that The Namibian is an independent news organisation that provides news and information services, we believe that it is important for individuals and institutions especially, like the government, to make informed decisions.
“So we believe even the US government, US embassy, US department of state will benefit from the kind of services that we provide. We are quite comfortable with the value of our services, and we believe that it is up to the US government to decide how to interact with The Namibian. We will continue doing our independent journalism as it has been since we were formed in 1985.”
The privately-owned Windhoek Observer received similar questions from the embassy, confirmed yesterday by assistant editor Ester Mbathera.
“The embassy has never advertised with us, thus this matter does not concern us from the point of view of revenue,” she said.
Mbathera said any scrutiny from embassies regarding alignment with their foreign policies is troubling.
“While it is not uncommon for diplomatic missions to seek partnerships or advertising opportunities with media houses, any such scrutiny which seems to express any doubts about alignment between a media outlet’s work and foreign policy goals raises concerns,” she said.
The assistant editor said editorial independence should not be compromised. US embassy spokesperson Tiffany Miller yesterday said she was unaware of an email of that nature being sent.
Speaking to The Namibian yesterday, the Namibia Media Trust Media Foundation’s director, Zoe Titus, said the approach of the US government poses a threat to media independence in Namibia and globally.
“When a powerful government starts questioning the alignment of independent media with its national interests, it sends a dangerous message – that journalism should only be supported if it conforms to certain political or strategic goals,” she said.
Over the last few weeks, American media has also criticised Trump’s administration for implementing what they call a threatening “anti-news media rhetoric”. The administration has reportedly barred journalists from events at the White House after disagreeing with their editorial output.
According to Titus, this undermines editorial independence and could prompt other governments to apply similar pressure.
“Namibia has a strong track record on media freedom, but such actions risk eroding hard-won media independence, both locally and globally,” she said.
Titus said the move by the embassy is ringing concerning bells, as it “raises serious questions about press freedom and the independence of journalism”. Titus argued that journalism exists to serve the public interest, rather than to conform to the agenda of any state. “Any attempt to condition support or legitimacy on ideological alignment is unacceptable,” Titus said.
The US has not been the only country to head for a pro-American approach, with The Netherlands following suit by announcing a “Netherlands First” agenda, which includes drastic cuts to development aid.
“Sectors most affected are gender [equality], culture, education and human rights. No surprise,” Titus said.
US-based NBC news network said the Trump administration has taken a variety of actions that have limited some outlets’ access while hitting others with lawsuits and directives that critics say are naked attempts to bend news coverage to Trump’s will. Al Jazeera last week reported that Trump’s administration blocked the Associated Press from attending a White House event for three days amid a dispute over the renaming of the Gulf of Mexico.
New Era’s managing editor, Charles Tjatindi, said the organisation will not comment on the matter.
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