Every year, StopPress catches up with a group of industry leaders from across Aotearoa to talk about the year that was. From the highlights and the lowlights to their favourite foods, fruits and Christmas traditions, they give us a little insight into 2025 as well as a look forward to 2026.
Sarah Henry is editorial director at Are Media.
What was both your top highlight and biggest challenge of working in media and publishing in 2025?
Ironically, these two go hand in hand for me in 2025. It has been immensely satisfying to grow our success and dominance this year — readership is up, ad spend is up, engagement is up, and we’ve well and truly exceeded our numbers and expectations. Proof that quality content is still king.
Yet if you told almost anyone this year that you worked in media, you were often met with the sympathetic “I’m sorry” look and a swift change of subject. Some sectors have absolutely done it tough, but we’ve also allowed a blanket narrative to take hold that media is down and out — and that’s simply not true. There are great people, doing excellent work, that hundreds of thousands of people engage with every single day.
The biggest challenge is how you show up for those audiences across emerging media spaces. There’s no shortage of ideas, enthusiasm or opportunity — just the constant balancing act of time, money and resources.
How did AI impact your year?
This year, AI became less of a novelty and more of a “quiet achiever” workmate. Every media person knows there are parts of the job that are necessary but tedious and time-consuming — and those are AI’s dream roles.
It’s another tool in an already varied toolbox. It speeds things up, helps shape and refine ideas when time is tight, schedules like a boss, and takes some of the grunt work off the dance card. That creates more headspace for the thinking, innovating, editing and decision-making that really matter. The creativity and quality still come from good old-fashioned human judgement.
What was the best project you worked on this year?
Launching the partnership with global powerhouse publisher People Inc, which tripled our digital reach in New Zealand and cemented our position as the country’s largest lifestyle publisher, allowing us to deliver locally relevant content to the audience.
What trends did you see across magazines and media this year, and how do you expect these to continue in 2026?
In traditional print, the growth of highly specific, expertly curated content — think focused health, food and lifestyle topics — has been both noteworthy and opportunity-creating. The premiumisation of these products by mainstream media brands has allowed publishers to create demand while extending content lifecycles and revenue streams.
I expect this to continue as consumers seek clarity on topics that can feel overwhelming, contradictory and often untrustworthy online. It also taps into a growing desire for meaningful analogue experiences.
More broadly, expert curation, authentic and detailed recommendation and review, a seamless path to transaction, and a clear understanding of how each publishing platform plays its role are no longer nice-to-haves — they’re must-haves.
In an ideal world, it goes something like this: introduce me to a product or idea in an inspiring way. Show me why I should care. Give me all the details — and I mean all the details — and tell me what you really think. Then lead me to the checkout, where I’ll happily hand over my dollars and thank you for making my life easier.
And one more thing: audiences are increasingly interested in breaking down the Fourth Estate. They want to see what happens behind the scenes — the good, the bad and the ugly. Unfiltered, unpolished, just show me. Expect more raw content in 2026.
If you could sum up 2025 in five words, what would you say?
Well and truly alive in 25.
Quick fire five
Favourite magazine?
Do you have a favourite child?
Favourite Christmas tradition?
Socially acceptable breakfast drinking.
The last meal you cooked?
It’s the week before Christmas in media — do Sunday’s leftovers reheated count?
Best thing to put on a pizza?
Those little red peppers stuffed with goat’s cheese.
What’s at the top of your to-be-read/watch/listen list?
The new season of the Family Secrets podcast — I think it’s season 11, which is quite a feat in the disposable world of podcasts. Also, I can’t recommend Fashion Neurosis with Bella Freud enough. That voice! She could be talking about paint drying.
