Is it time give up on advertising as the funder for NZ news services?
Is it time for us to should abandon the idea that in the long run marketers and advertisers -which historically has paid for the bulk of news production - will be able to continue to do the pay for it in the future - especially in a small market like New Zealand?
Advertisers and marketers have been the funders over the past 200 years. But the changes brought about by the internet arguably bring this period to an end.
In my experience advertisers do not really like being associated with news, at least not of the challenging journalistic kind. Most marketers trying to sell something then would much prefer to approach potential customers with an offer for a product when people are in a happy place - reading about a nice holiday, a sports hero or a theory about how to get thinner faster. In the past advertisers were attracted to the real news audiences because they tend to be rich and influential. But now that the internet has given marketers other means and places to reach these audiences more cost effectively - so much so that a commercial relationship with NZ news media is increasingly less important.
Marketers will tell you that contentious political discussions about welfare, investigations into business crime and accounts of the imminent destruction of the economy/environment/our freedoms are not a particularly conducive sales vector for say, home loans or women's fashion. Though they might be ok for Insurance. And in general, marketers are right about this, Bottom line they no longer need news to sell things and they do not believe they have any responsibility to pay for the news media.
- Alastair Thompson, Scoop Editor & Publisher