By Musa Mdluli

MBABANE:Sthofeni Ginindza,the African Alliance Partner says Pick& Pay Eswatini will continue to do business with the Times of Eswatini even if the company could be under new Directors and shareholders.

Ginindza was responding to Swaziland News editor Zweli Martin Dlamini who was verifying information obtained within the media company and alleging that, some companies were “now reluctant to advertise amid reports suggesting that, the Times of eSwatini might soon be under new Directors”.

Times Director Paul Loffler previously confirmed to this publication that,he might sell the media company if approached with a convincing offer while a well-known giant businessman who might soon take over the company confirmed that,negotiations were at an advance stage.

“We are struggling to get adverts from Pick& Pay these days and those who are suppose to release the adverts are demanding clarity regarding the new ownership, they want to know who is the new owner,”said one of the Times sources.

But Sthofeni Ginindza who doubles as King Mswati’s Financial Advisor, told this publication that, even though they were not formally aware of the reported sale of the Times,their business arrangement with the media company “is based on the audience” not the owners.

“When you advertize, you don’t advertize to the owners of the business, you do so to the readership audience. So whoever owns it is irrelevant,” said the African Alliance Partner.

Pick& Pay Eswatini is under the African Alliance Group of Companies, the retail company is among giant entities doing business with the Times.