Anver Versi "Its much easier to fill your time, its much easier to get your story accepted by you sub or by your editor if there is some sensational element to it. If you want to write a good business story you have to dig deeper and perhaps they have not got the resources to do it. So generally, Africa has been very badly served in business communication. This type of initiative and companies like Diageo are helping this to change, as journalists going out to Africa will be able to see it in a different form. They will not simply carry what they have in their heads. But they will start to see. And they will start to see progress. They will start to see growth. They will change the image of Africa, that I have no doubt."