Executive summary
As long as we have had democracy, we have had journalists to inform citizens on the workings of government and industry, holding power to account. But in recent years that social contract between citizens and journalists has been eroded as more people question the motives of news media. Even more alarming is the fact that as a society, we seem to be losing a number of the agreed “truths” we previously all took for granted. One only has to observe recent debates on vaccination to see what a threat this breakdown is to society.
Against this backdrop, the news industry is still struggling to find a new model to sustain newsrooms. With the internet being the primary channel, most readers expect to access news for free. But the advertising revenue enjoyed in the days of printed newspapers has not made the move online.
The key question of this research is this: How can we build a news and data platform that farmers recognise as a vital decision-making tool that they are willing to invest in?
To find the answer, it is vital to delve into the current mindsets of news makers and news consumers. In the farming context, where this project centres, the chosen method was a survey of farmers and growers. In terms of attaining a better understanding of how successful publishers and journalists operate, free-form interviews were conducted. As these two strategies produced by qualitative and quantitative data, a convergent parallel design model was adopted, allowing the two workstreams to evolve independently, while being able to make holistic conclusions based on the entirety of the data.
A comprehensive literature review was also undertaken.
After studying the data produced in this process, it appears there is reason for optimism that the research question can be answered in the affirmative. New Zealand’s food and fibre sector values the news media that serves it. But there is work to do, as outlined in these recommendations.
For journalists and publishers:
Maintaining trust is the key to a sustainable fourth estate. Accuracy, transparency and adherence to journalistic ethics will help retain social licence.
If the food and fibre sector is to invest in news and information, it needs to see its value. Content must be tailored to meet this need.
Online channels must be reliable and frictionless. Farmers and growers access digital content across a variety of devices, so ensure news content will work for them where they want to find it.
Investigate bundling news and data with other incentives, perhaps linking with agribusinesses to offer discounts or promotions. However, impartiality and editorial independence must be retained.
For farmers, growers and agribusiness professionals:
If you regularly use news and information in your day-to-day business decision-making, treat it as you would any other farming advice. Put a value on it.
Be careful with the information you find. Check the source, and if it’s not trustworthy don’t share it. Often misinformation spreads because wellmeaning people fail to do due dilligence.
For industry leaders:
Marketing budgets are better spent in ways that benefit other New Zealand agribusinesses. Do a stocktake of how much of that spend is heading offshore to social media companies.
For government:
Increase investment in rural connectivity.
Where possible, legislate to put New Zealand content creators on a level footing with global companies, in terms of taxation and intellectual property.
Bryan Gibson
