Legacy Media’s Fight for Relevance

Will legacy media write their own chapter, or will their stories fade to mere footnotes in the annals of the digital age?

In the wake of accusations of misreporting over the ACT Party’s proposal for legislation aimed at defining the principles of the Treaty of Waitangi, it is apposite to consider both accusations of a less accurate, more hyperbolic, and more partisan mainstream media in the "new click-bait world", and the future of legacy media as a whole.

As more independent media platforms and podcasters gain traction, more people seem to believe that media reporting has become less reliable in recent years. They point to the rise of "click-bait" headlines, which are designed to attract attention rather than inform readers. They also argue that the media is more likely to report on sensational stories, even if they are not well-supported by evidence.

Additionally, there is a belief that the media is increasingly biased, and that they report on stories in a way that favours a particular political viewpoint. This can certainly be seen in the reporting of both yesterday’s Waitangi Day events and the anti-mandate protests at parliament in 2022.

Chris Trotter, New Zealand’s leading leftwing political commentator, with 30 years of experience writing professionally about New Zealand politics, recently had this to say on the subject: “Parliamentary journalists are jackals: that is to say, they feed off the carcasses left behind by more successful predators. Certainly, there are few more violent spectacles in Parliament than a pack of media bullies ripping to pieces some unfortunate legislator’s political carcass.”

?Local social media commentators have an even harsher view about the perceived bias at New Zealand’s state-owned media: “John Campbell needs to be axed from the media world. He’s a radical left wing hardcore maniac.”

The doubts about the impartiality of legacy media are a recent, international phenomena. In the EU parliament, Croatian MEP, Mislav Kolaku?i?, citing, “the fake news, lies and misinformation propagated during the Covid pandemic, went as far as to suggesting: “It is necessary to declare the mainstream media as terrorist organisations.”

Speaking at the WEF's annual Davos meeting, editor-in-chief of the Wall Street Journal, Emma Tucker, lamented the death of public trust in the MSM. "We owned the news. We were the gatekeepers, and we very much owned the facts as well."

The media here would say these claims are overstated. They point out that the vast majority of journalists strive to be accurate and objective in their reporting. They also argue that the rise of social media has made it easier for people to find news sources that align with their own political beliefs, which can create the perception that the media is more biased than it actually is.

The question that arises is: “Can traditional media reinvent itself for the digital age, or will it succumb to the siren song of the internet?”

These are the questions that keep media executives up at night. One thing is clear in this dynamic landscape, agility and innovation are the lifeblood of survival. Those who adapt to the changing currents, embrace the digital tsunami, and craft compelling narratives will stand tall. For the others, failure looms as a distinct possibility.

The Challenges

The decline of traditional media consumption in New Zealand is undeniable. The culprit? The insidious rise of the digital, a tidal wave of online news, social media feeds, and streaming services that have washed over audiences, leaving legacy media struggling to make a profit. Advertising revenue has shifted, trickling away to the coffers of tech giants who hold the keys to the digital kingdom.

Just like elsewhere, New Zealanders are consuming less traditional media. Print media readership has been steadily declining for years, with the average daily circulation of newspapers falling from 443,000 in 2010 to 182,000 in 2022, with a further decline in 2023. Similarly, traditional television viewership has also been declining, with the average viewing time per person per day falling from 3 hours and 22 minutes in 2010 to 2 hours and 40 minutes a mere 12 years later.

But the challenges run deeper than mere competition. Legacy media in New Zealand grapple with internal structures built for a bygone era. Siloed departments, slow decision-making, and a reluctance to embrace the digital age create inertia, hampering their ability to pivot and respond to the rapid shifts in audience behaviour. The very technology that threatens their existence also presents a daunting learning curve, demanding new skillsets and a cultural shift within these organisations.

Embracing the Digital Wave

Yet, amidst the challenges, glimmer hope emerges. In the face of disruption, New Zealand's legacy media are beginning to find their footing in the digital sand. The once-sacrosanct print editions are shedding their dusty covers, migrating to sleek online platforms, embracing the immediacy and interactivity of the digital world. Television studios are no longer insular fortresses, but vibrant hubs churning out content for multiple screens, from news tickers to binge-worthy documentaries. Radio waves, refusing to be silenced, are morphing into engaging podcasts, their voices finding new ears through smartphones and earbuds.

The key to survival lies in embracing this digital transformation. It's about integrating seamlessly with social media, where conversations swirl and communities gather. It's about investing in strong web presences, crafting engaging content that transcends the limitations of print and pixels. It's about exploring innovative formats like podcasts and video, harnessing the power of storytelling to captivate audiences in new ways.

Competition from New Players

New Zealand has seen a proliferation of new media players in recent years, including online news platforms, streaming services, and social media giants. These players are all competing for audience attention and ad dollars, making it harder for legacy media to stand out.

The Platform NZ, as an independent digital media site in New Zealand, has had several potential effects on the media landscape such as providing an alternative voice to New Zealand media, offering perspectives and content that might not be found on mainstream platforms, thus contributing to a more diverse and pluralistic media environment.

The Platform's emphasis on editorial independence and freedom from government and commercial influence allows it to pursue stories without pressure or bias. This can lead to more in-depth and critical reporting.

While The Platform's influence on the New Zealand media landscape is still evolving, it, like other new players has the potential to contribute positively to media diversity and independent journalism.

The Spinoff offers a refreshing alternative to traditional news outlets. This attracts a large audience, particularly younger demographics, who might feel disconnected from more mainstream media. Newsroom too, has earned a reputation for its commitment to in-depth investigative journalism, tackling important issues and holding power structures accountable. This has led to several impactful exposes and contributed to positive changes in public policy.

Together, The Spinoff and Newsroom play a significant role in shaping the New Zealand media landscape. They offer alternative voices, perspectives, and content formats, catering to diverse audiences and challenging the dominance of traditional media. Their commitment to independent journalism and critical analysis contributes to a more informed and engaged citizenry.

Ultimately, the diverse presence of online news platforms like The Spinoff, Newsroom, and The Platform enriches the New Zealand media landscape. Their contributions to media diversity, independent journalism, and informed public discourse are crucial in the age of digital information.

Government Influence

On the negative side, both the Public Interest Journalism Fund (PIJF) and NZ On Air funding have had significant, albeit distinct, influences on the New Zealand media landscape.

Public Interest Journalism Fund (PIJF) was intended to be a sort-term, $55 million COVID-19 relief package, the PIJF provided temporary funding for journalism roles, projects, and industry development. It supported over 70 projects, 220 journalism roles, and 22 industry development initiatives across the country.

The focus on public interest journalism was seen by many as a Labour government attempt to influence content addressing issues it saw as public interest that might otherwise be neglected by commercially driven media. While the PIJF was praised for its timely support during the pandemic, some criticised its potential for government influence and questioned its long-term sustainability. The fund officially closed in June 2023.

Ongoing support from NZ On Air, the Crown entity that has provided funding for New Zealand television and film production for over 30 years, has come in for similar criticism.

Content is King in a Digital Kingdom

In the digital jungle, content is king. In an ocean of information, legacy media must carve a niche, a reason for audiences to choose them over the endless scroll of online noise. This means prioritising quality over quantity, investing in in-depth journalism and analysis that cannot be easily replicated by the churn of social media. It means nurturing experienced journalists and editors, the storytellers who can navigate the complexities of the world and bring them to life for their audiences. It means building trust and credibility, demonstrating editorial independence and transparency, becoming a beacon of reliable information in an age of misinformation.

Revenue Models Reimagined

The traditional advertising model, once the reliable anchor of legacy media, is now adrift in a sea of ad blockers and banner blindness. To survive, media organisations must chart new courses, diversify their revenue streams, and explore uncharted territories. Subscription models, once a whisper, are now gaining traction, offering audiences paywalled access to premium content and fostering a closer relationship between publisher and reader. Branded content partnerships, collaborations with businesses and organisations, present opportunities to create engaging content while generating revenue. Niche audiences, overlooked by mass-market media, become fertile ground for specialised publications and tailored services, building loyal communities willing to pay for value.

Strength in Numbers

In the face of digital behemoths, collaboration becomes a powerful weapon. Legacy media in New Zealand, once fiercely independent, are recognising the strength in unity. Partnerships with other media organisations, pooling resources and expertise, allow them to expand reach, share content, and compete more effectively. Collaborations with tech platforms, navigating the labyrinthine algorithms of the digital world, provide access to data and distribution channels that were once out of reach. Engaging with communities, local organisations, and stakeholders fosters trust and relevance, anchoring media brands in the fabric of society.

Lessons from Beyond

New Zealand's legacy media are not alone on this journey. Across the OECD, their counterparts are grappling with similar challenges and charting similar paths. The BBC's success with subscription-based streaming services like BritBox offers inspiration for New Zealand's public media to explore similar models. The rise of niche news outlets like ProPublica and The Atlantic in the US demonstrates the potential for success in focusing on specific audiences and in-depth journalism. Germany's regional public broadcasters offer valuable models for maintaining strong local coverage in the digital age. These are not blueprints, but brushstrokes, offering insights and inspiration for New Zealand to paint its own path.

The Road Ahead

The future of legacy media in New Zealand is not etched in stone. It is a canvas waiting to be painted, a story yet to be written. The choices made today, the strategies adopted, the courage to embrace change will determine the fate of these once-dominant giants. By adapting to the digital landscape, prioritising quality content, exploring new revenue models, and forging strong partnerships, New Zealand's legacy media can transform themselves into relevant and vital players in the information ecosystem. They can continue to hold power to account, inform citizens, and spark meaningful conversations. They can become custodians of stories, amplifiers of voices, and bridges between communities.

A Shifting Landscape for Advertisers

As legacy media navigate the digital rapids, the ripples reach the shores of that critical stakeholder, advertisers. The once-familiar waters of print ads and prime-time commercials give way to a torrent of targeted ad campaigns, social media influencers, and programmatic buying algorithms. While challenges abound, this new landscape also presents fertile ground for innovation and engagement.

Gone are the days of blanketing audiences with one-size-fits-all messages. Precision targeting, fuelled by user data and sophisticated analytics, allows advertisers to reach highly relevant consumers with personalised pitches. Imagine reaching a coffee enthusiast within minutes of browsing a local roaster's website or tailoring a travel campaign to a family planning a last-minute getaway based on their online searches. This granularity offers unparalleled efficiency and the potential for laser-focused brand messaging.

But with great power comes great responsibility. In this data-driven world, concerns regarding privacy and ethics loom large. Legacy media, trusted pillars of society, have a vital role to play in ensuring responsible data practices. Transparency, building trust with consumers about how their data is used, is paramount. Opt-in systems and clear data-use policies are not just legal requirements, but cornerstones of ethical advertising in the digital age.

The rise of social media influencers adds another layer of complexity. While partnerships with trusted personalities can tap into engaged communities and foster authenticity, concerns about undisclosed sponsorships and misleading endorsements cannot be ignored. Legacy media, with their established journalistic ethics and fact-checking processes, can offer advertisers a safe haven in this often, murky domain. Verifying influencer relationships, ensuring transparency in sponsored content, and upholding journalistic standards are crucial to maintaining audience trust and brand reputation.

Balancing Innovation with Ethics

The future of legacy media in New Zealand is a tightrope walk, balancing the thrill of innovation with the ethical considerations of the digital age. As advertisers navigate this evolving landscape, partnering with media organisations that prioritise responsible data practices, transparency, and journalistic integrity becomes more critical than ever.

This does not mean abandoning the exciting possibilities of the digital world. Embracing new technologies like augmented reality and interactive content can create immersive brand experiences that go beyond traditional advertising. Exploring innovative formats like native advertising, seamlessly integrated into editorial content, can bridge the gap between information and brand messaging without disrupting user experience.

Ultimately, the future of legacy media in New Zealand, and the success of their advertising partners, hinges on a delicate dance. It is a dance between embracing the digital transformation, with all its opportunities and challenges, and upholding the core values of journalism: accuracy, responsibility, and a commitment to serving the public interest. It is a dance requiring agility, innovation, and a steadfast commitment to ethical principles.

According to a report by NZ On Air, New Zealanders want news media that is independent, informative, and specific to their interests. They prefer more, New Zealand-made content, but they want it on the services they watch, ad-free, and specific to their age and interests. While social media use has increased, trust in news media has been slipping, and Kiwis are more likely to be sceptical about news from social media and online search engines.

In this dance, legacy media have the potential to rewrite their narrative, transforming from fading giants into vibrant hubs of storytelling, community engagement, and responsible advertising. It is a story waiting to be told, a story where audiences, advertisers, and media organisations all play their part. And in the final chapter, it is the ethical compass that will guide them towards a future where information, engagement, and responsible advertising coexist in harmony.

The inkwell of the future awaits. Will legacy media write their own chapter, or will their stories fade to mere footnotes in the annals of the digital age? The answer lies in their hands, in their hearts, and in their unwavering commitment to the power of storytelling and the enduring value of a free and informed press.

https://grahammedcalf.substack.com/