It was established in December 1998 with a pro business perspective, and styles itself "the paper that promotes free enterprise".

[1] The newspaper has opinions and special segments like the historian Richard Pankhurst's Corner, sports commentary, cartoons, editorials, etc.

It promotes ideological changes and development among the civil society for the betterment of the country, and creates employment opportunities, whilst developing professional journalism.

[1] Its managing director and executive editor, Teguest Yilma, was awarded the National Order of Merit (France) on 16 December 2009 at the embassy of France in Addis Ababa.

[2][3][4][5] Its main competitor is Addis Fortune, whose circulation it surpassed in 2007.