Fairfax NZ to rebrand as Stuff, with Boucher CEO

Fairfax NZ to rebrand as Stuff, with Boucher CEO

Fairfax Media NZ will soon undergo a rebrand, as the company adopts the name Stuff and group executive editor Sinead Boucher is promoted to chief executive officer.

The new name mirrors that of the company’s popular news site Stuff.co.nz. The site has the largest online news audience in New Zealand, reaching 2.1 million readers. Fairfax NZ’s diverse portfolio also includes numerous metro and community mastheads, websites and events, hyperlocal social media site Neighbourly, and ISP Stuff Fiber.

Fairfax Media CEO Greg Hywood said the new name unites all the company’s portfolio.Stuff logo

“The renaming recognises Stuff’s tremendous national brand strength and its position at the centre of our strategy to drive digital growth in New Zealand,” he said.

“Our long-established print and digital mastheads continue with their existing names, with the Stuff brand to collectively identify our diverse mix of media assets in New Zealand, reaching 90 per cent of the population,” he said.

Ms Boucher, who was appointed group executive editor four years ago, was tasked to build the fledgling Stuff news site in 2007 as Fairfax’s first group digital editor. She had previously worked for Fairfax from 1993 to 1999 as a reporter for Christchurch masthead The Press, later returning in 2004 as associate editor.

“Sinead has established herself as an impressive force in modern media. She steps into the CEO role having had a long and distinguished career in traditional and digital media,” Mr Hywood said.

“Sinead has done an outstanding job leading our journalism in New Zealand over the past decade. She has been a driving force in lifting the digital skills, capability and focus of our newsrooms, as well as turbocharging digital, which is going from strength to strength.”

Ms Boucher replaces former managing director Simon Tong, who left the company in March.
A High Court appeal over the rejection of a proposed merger between Fairfax NZ and NZME is still pending.
The companies lodged the appeal in May, citing their belief the NZ Commerce Commission was wrong in fact and wrong in law to decline clearance or authorisation for the merger.

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