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Tanzania Daima newspaper was established in 2004 following the multiparty politics from 1990 that necessitated change in the operation of the media industry when private and independent press was established in Tanzania and it was registered as a private newspaper with the objectives to inform, educate as well as to entertain the public as any print media would do. The book covers an investigation on how Tanzania Daima newspaper is perceived. Specific objectives of the study were to discover factors contributing to the perception formation to Tanzania Daima newspaper readers basing on content and finding out the relationship between Tanzania Daima newspaper and political parties in Tanzania. The study used qualitative approach to collect the relevant data. Data were collected through questionnaires and content analysis was done to Tanzania Daima newspaper for three months, from January to March 2012 comprising 82 issues basing on the front page lead and second leads stories.
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