New Zealand Media: Reflections and Predictions Heading into 2025

Mood and Mindset for the Industry

As we approach 2025, the general mood among media professionals in New Zealand is a mix of optimism and resilience.

Despite challenges faced in the industry, many remain positive about the future. They acknowledge the potential for sustainable business models when customers value their products and clients continue to advertise within them.

Key Initiatives and Campaigns

• NZME: Growth of OneRoof, the real estate platform, is seen as a potential game-changer.
• Stuff: Re-platforming of stuff.co.nz allows for innovation and growth of the country's largest news audience.
• B81: Campaign for Women's Refuge on domestic violence received praise for its effectiveness and impact.

Expert Insights

Alex Radford, from D3 and chair of IMANZ, highlights the critical need for improved customer data usage in New Zealand. He emphasizes that it is essential to feed algorithms to optimize performance and avoid overpaying for underperformance.

Bridgette Smith, from Lassoo Media, stresses the importance of transparency and collaboration. She believes that supporting local media owners and fostering competition on a level playing field is crucial for the industry's health.

Jane Sweeney, from Anthem, emphasizes the relentless pursuit of results and building strong relationships. She recognizes the growing influence of global media and the need for New Zealand media to adapt and become more digitally accessible.

Predictions for 2025

• Continued competition and potential decline of smaller media companies.
• Increased collaboration within the industry to create a more sustainable media ecosystem.
• Global seismic shifts, such as the potential breakup of Google, will impact media strategies.
• Shift in mindset among local media owners to foster alliances and create a bigger market for media.

Summer Break Plans

Media professionals shared their summer break plans, which included spending time with family, travel, and relaxation. They aim to return refreshed and ready for the challenges and opportunities that 2025 will bring.

Conclusion

The New Zealand media industry faces a dynamic and evolving landscape. While challenges remain, many professionals remain optimistic about the future. They are adapting to changing trends, emphasizing customer data, collaboration, and transparency. With these strategies, they aim to build a more sustainable and competitive media environment.