Read part one here.
Creating a safe environment
Trustworthy, safe, credible platforms are crucial to a media company and its advertisers and readers.
Talking with Boucher, she says it’s essential for the media to provide a safe environment for its advertisers and one where “they know the content they are advertising amongst. is credible, accurate and true and has been created due to solid ethical principles”.
And looking at the other side – the reader side – she says the fourth estate is an essential pillar of democracy.
“There is plenty of evidence coming out of the United States and Europe about what happens when local newspapers have closed – very clear spikes in corruption, nepotism, drop in public engagement and local affairs – nothing good happens when news media goes because the news media’s job is to hold those in power to account of the decisions they make on behalf of everyone.”
Elaborating further, Boucher explains that, of course, news media needs to be funded.
“For every company that decides to spend its money with any one of the big media companies here they are actively funding that contribution to a good society for everybody,” she says.
“You definitely can’t say that when you are funding Facebook. You are actually funding the direct opposite, funding the undermining of truthful discourse and democracy.”
For Maher, TVNZ’s absolute first from a commercial perspective set of decisions sits around what’s best for the advertiser.
“One of the benefits of being a local publisher dealing with local advertisers is we have the ability to pick up the phone and talk to people if necessary and we’re very quick to make a call if we think an advertisers’ brand is in anyway at risk.
“The important thing is that we’re a digital business ourselves but we are very careful to curate content. We do it from a viewer and an advertiser perspective in a way that is the best experience for a consumer and the best experience and value for an advertiser.”
The growing concerns about the reliability of ‘information’ shared via social media means trust is more important than ever, NZME’s Headland says.
“What we do can empower, enrich and enliven our audiences and connect them to the people, events and decisions that matter— what we do can also keep people safe—and even keep them alive. The only way media organisations can deliver on that responsibility effectively is if our audiences know they can trust the information we are sharing with them.”
Kyne says as a New Zealand media company, MediaWorks simply asks that [Facebook and Google, etc] are obligated by the same set of standards, rules and regulations as every other company.
“This is clearly an area of conversation for the government but the divide between these global players and ourselves is significant, and there is a very significant difference in the level of care shown by local media companies towards their audiences and advertisers.
“As a local company, we also invest heavily in our local community and have trading relationships with over 3,000 New Zealand businesses up and down the length of the country. We spend well over $100 million each year on external suppliers and of this, over 85 percent is spent with New Zealand-based businesses and over two-thirds of these are small businesses in provincial centres. We are an important part of the economy and culture in New Zealand.”
Similarly, as a company providing advertising around content on the big screen, Val Morgan also knows the importance of providing a safe environment for brands.
“Val Morgan operates flexible options for clients with a sophisticated scheduling process and checks, to ensure cinema delivers a 100 percent brand safe environment for advertisers,” says New Zealand sales director Matt Tremain.
“In addition to these safeguards we also know consumers have a deep emotional connection to cinema that brands can leverage.”
He says for people, going to the cinema is a formative experience and it’s an environment that provides a level of reliability.
“We know the cinema has always been there to inform and entertain us, a part of the community and an experience we trust.
“For brands it provides an environment for both local and large businesses to advertise on the same platform, creating a mutually beneficial ‘circle of virtue’.”
On top of this, Tremain says you only need to look at the number of movie releases from some of “the most valued and safe brands in the world” including Disney, Marvel, Lego, Star Wars; to witness the halo effect and opportunity for cinema advertisers to be seen in a trusted, safe environment next to these “brand powerhouses”.