FAIRFAX MEDIA NZ
Sinead BoucherGroup Executive Editor
FROM DISRUPTED TO DISRUPTOR.
WHO WE ARE:
PRESS MAGAZINES DIGITAL
WE REACH APPROX
3.5MPEOPLE A MONTH ACROSS ALL OUR PUBLICATIONS.
BUSINESS PROBLEM
Traditional advertising and subscription revenue - print or digital - is not going to be enough for the future on its own.
WE NEEDED TO DIVERSIFY AND
BECOME MORE THAN A PUBLISHING COMPANY
OUR BUSINESS
ADVANTAGE• Local• Mass audience• Trust & credibility• Stuff brand
#1 NZ DIGITAL BRAND
HOW CAN WE LEVERAGE OUR AUDIENCES DIFFERENTLY?
NUMBER ONE LIFESTYLE
1. STUFF - LIFE & STYLE2. HERALD3. MODE
NUMBER ONE FINANCE INVESTMENT
1. STUFF - BUSINESS DAY2. ANZ BANK3. HERALD
NUMBER ONE HEALTH & FITNESS
1. STUFF WELL & GOOD2. WEB MD HEALTH NETWORK
3. WEB MD
NUMBER TWOMOTORING
1. TRADEME2. STUFF - MOTORING
3. AA
NUMBER ONETRAVEL
1. STUFF - TRAVEL2. AIR NEW ZEALAND
3. PRICELINE NETWORK
NUMBER TWO HOME
1. TRADEME2. STUFF - HOME & PROPERTY
3. MITRE 10
FROM
VICTIMDEFENSIVENEGATIVERISK AVERSE
TO
VISIONARYNOTHING TO LOSEOPTIMISTICEXPERIMENTAL
A CHANGE IN MINDSET
THE DISRUPTORto
AS A DISRUPTOR, WE HAD THREE STEPS THAT WOULD DRIVE BEHAVIOUR CHANGE.
AUDIENCE FIRST GET OUR OWN HOUSE IN ORDER
FREEDOM TO TEST AND LEARN
AUDIENCE FIRSTReorientate the business around a purpose.
Answer the question, how we can make
New Zealanders’ lives better?
Why
How
What
TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE IN THE WORLD.*
*IF YOU HAVE A BODY, YOU ARE AN ATHLETE.
FAIRFAX MEDIA PURPOSE
IN THEIR COMMUNITIESCONNECTCONNECT THRIVETHRIVE
GETTING OUR OWN HOUSE IN ORDER
1. New technology2. A reimagined NZ newsroom3. Massive product alignment4. Unprecedented quality-based training
FAIRFAX NZ: A LIVING LAB
More stories.More immediacy
FROM PRE-REWIRED...
STUFF BEING
#1 NEWS SITE
TO POST-REWIRED
STUFF BEING #1
NZ DIGITAL SITE
RESULTS
FROM PRE-REWIRED
21%OF PRODUCTION
STAFF IN EDITORIAL IN FAIRFAX NZ
465 ‘CONTENT’ STAFF, 125 PRODUCTION STAFF - PRINT & DIGITAL
TO POST-REWIRED
5% OF PRODUCTION
STAFF IN EDITORIAL IN FAIRFAX NZ
544 ‘CONTENT’ STAFF, 42 PRODUCTION STAFF - PRINT & DIGITAL
RESULTS
Production Light
TEST & LEARN
CONTENT. COMMUNITY. COMMERCE.
The purpose is a lens to focus our innovation efforts across all three strategic pillars of the business.
CO
NTE
NT
SUCCESS FAILUREBRINGING YOU THE NEWS SO YOU DON’T MISS OUT
A VOICE FOR YOUTH ON WHAT MATTERS
Snapchatters shared their views on growing up Kiwi, as part of the School
Report series.
/snapchat
COMMERCE
NZ’S NEW SEAMLESSPURCHASING EXPERIENCE,
ON STUFF.CO.NZ
SUCCESS
• 72% reach• 145,000 advertisers• 600m page impressions• 1.6b trades• 55% higher video completion rates
SUCCESS
15% higher viewability
than seen on other major exchanges
NIGHT NOODLE MARKETS
90,000attended in
Wellington & Christchurch
SUCCESS
CO
MM
UN
ITY
HYPERLOCALCONTENT
Reorientated community
newsforce
COMMERCE platform that
enables consumers to become
producers and extract their
own value
Helping Kiwis connect and
thrive in their COMMUNITY.
Broadband is like a tap.
Fibre is like a hydrant.
A better, simpler internet experience.
Find Your Freedom with StuffFibre.co.nz
Broadband is like a tap.
Fibre is like a hydrant.
A better, simpler internet experience.
Find Your Freedom with StuffFibre.co.nz
NEIGHBOURLY ADOPTION RATE
BIGGER THAN TWITTER & LINKEDIN
SUCCESSBEGAN AS A START UP TODAY
16 years ago as a publishing site
New Zealand’s biggest domestic digital brand
STUFF AS A PLATFORM
PartnershipsTVNZ
Radio NZ #buythisbeachnz
Platform Partnership
Stuff FibrePopshop
Stuff CircuitStuff Nation
Snapchat
COMMUNITIES OF INTEREST
NEWS & INSPIRATION
NEIGHBOURLY
CONTENT COMMERCE
CONTENT COMMUNITIES
THE FREEDOM TO BUILD BUSINESSES ACROSS
A diversified business.Firmly rooted in the intent to help Kiwis connect and thrive in their communities
COMMERCE
WHERE WE ARE TODAY
5 LESSONS FROM OUR JOURNEY SO FAR.
SCALE IS NOTHING WITHOUT TRUST
AUDIENCE FIRST, NOT PRODUCT
FIND YOUR PURPOSE
ADOPT A DISRUPTOR MINDSET
TEST & LEARN
