Media bosses face most defining year

Media firms are fronting up to massive challenges. In the second of a threepart series, we pose seven questions to leading media CEOs

Laura Maxwell, Stuff CEO

What’s the one word to sum up your mood as we look back on 2023 and look to 2024?

Hopeful.

How would you describe your year?

Whirlwind.

We have restructured our entire business, launched new digital sites for our loved and trusted mastheads, executed lively political debates, raised $5 million for Cyclone Gabrielle, our journos have been instrumental in bringing justice to cold-case killers, printed and hand-delivered papers to Gisborne when no other news channel was available, executed an enterprisewide digital transformation, asked the tough questions to those who need to be held accountable and enjoyed the thrill of showcasing global sporting events live on stuff.co.nz.

What’s next? Well, we’ve been adapting our business for 165-plus years, so I can’t see us slowing down in 2024.

What’s the best initiative/project/ campaign in your own business — and one you thought a rival did well?

We removed ourselves from X and our audience has grown, with more people coming directly to the source of the news — which restores my faith in humanity somewhat.

I’d love to see marketers have the same courage, to trust that New Zealand media sites have all the digital audience and digital tools you’ll ever need to create campaigns that get you closer to your next customer.

I thought the MediaWorks launch of 3DOOH (out of home) using Weta Workshop, was a standout. Clever use of tech to intercept audiences and

How do you think 2024 will play out for New Zealand media — what’s the biggest priority for you?

NZ media businesses are under unprecedented pressure as noted by the financial results of many of our known and trusted news brands last year.

It requires a fair market to operate effectively and we can take some pages from other countries’ playbooks to address the market inequity, certainly not via government handouts.

For us at Stuff the highest priorities will be the same this year, delivering the products and services that drive value for our audiences and customers and our business. Our vision is to be the beating heart of news, ideas and inspiration to make Aotearoa a better place and we’ll continue to embed AI and other tools into the business to ensure we deliver on our vision.

What’s the biggest issue that keeps you awake at night?

The highest priorities will be delivering the products and services that drive value for our audiences and customers and our business. Our vision is to be the beating heart of news, ideas and inspiration to make Aotearoa a better place. showcase the power of 3DOOH.

Two issues for me right now.

Firstly, government-funded media competing directly against commercial businesses. The leaked document you reported on in this column outlines RNZ positioning themselves to invest their $117.8m of funding into creating a digital proposition somewhere “between Stuff and Facebook”.

Whilst I’m flattered by the imitation and I’m not surprised that RNZ is looking to follow the largest digital news business in NZ, this flies in the face of their position in May where they stated they wouldn’t be replicating Stuff or NZ Herald’s online platforms.

What’s the biggest mistake media/ marketing /advertising people need to avoid in 2024?

Building cookie-cutter campaigns.

What are your plans for the summer break?

Heading to Aussie to catch some sunshine and spend time with family before we launch into 2024 with fervour.