It’s been a challenging year for New Zealand media. We liken the current landscape to that of the Kiwi farming sector in 1984, when the Lange government’s move to end subsidies and tax concessions virtually overnight threw the entire sector into crisis mode. Farmers were forced to adapt and evolve to survive, and although they still face ongoing challenges like climate change, free trade and the vagaries of the weather, today’s farmers are more nimble and future focused than their predecessors.
Recent conversations with our media contacts have frequently included discussions about what many are calling the “golden age” of journalism and communications, both of which have been reshaped by the digital revolution. Just as our farmers have adapted to survive, our media industry must also evolve to thrive. On the communications side of the fence, we are fortunate to work across owned, shared, and earned channels, with content at the heart of what we do. This enables us to adapt more quickly and avoid many of the challenges facing the media – in particular, how to monetise content in the face of digital transformation.
The rise of the internet, social media, and streaming services has fundamentally changed how content is consumed. The pandemic accelerated this trend as people turned to digital news sources to stay informed about the impacts.
The fourth estate is essential to any democracy; one can’t survive without the other. While the media has been innovating, there was always bound to be a “D Day” when many organisations would need to rebuild from the inside out… that day has now arrived. The gutsy, resilient, resourceful nature of people in the media means they will be looking for opportunities to innovate and evolve to meet this challenge in 2025.
We expect increased investment in technology from media organisations next year, opening up even more opportunities for communicators to tell stories in new and engaging ways. New content options are launching monthly, with recent announcements including Kim Hill’s new podcast, available on podcast apps and airing Sundays on RNZ National. Niche content and publications will continue to grow, which is exciting for the communications industry because it will enable us to reach highly engaged audiences and reduce the time it takes to drive action from potential customers.
We all have a part to play in this transformation. Once upon a time, not so very long ago, we were more than happy to hand over the price of a newspaper in exchange for our daily serving of news and views. To truly support New Zealand media, we need to return to that tradition of paying for quality journalism. A healthy democracy depends on a strong media to hold those in power accountable, raise important questions and tackle key issues, all for the benefit of audiences and businesses alike. We cannot expect them to tell those important stories for free.
We need to adopt a multi-generational approach, in which teachers, parents, and grandparents educate younger generations on the importance of the fourth estate and reputable news in a digital world filled with misinformation. We must teach about the dangers of echo chambers, especially on social media, and the growing need to seek out independent, impartial media sources to combat confirmation bias and algorithmic influence.
As we look ahead to 2025, we can feel optimistic about the future of the evolving media. While we know there will be further innovation and challenges to tackle, we want 2025 to be a year in which quality journalism thrives and every story counts.
