In today’s volatile, uncertain, complex, and ambiguous world, media continues to face challenges as does any business globally.

Traditional revenue streams are dwindling, audiences are fragmented, and the rise of digital platforms has transformed how we consume news, use services and buy products. It is saddening to see media outlets across the country close their doors, leaving journalists out of work and stories untold.

Yet, amidst this chaos, I believe there are opportunities to grow by remaining true to your values as a business be it media or any industry that is challenged by the digital age.

Innovative models are emerging - like The Central App, to prioritise community connection and find innovative ways to cover the costs of operating a service to bring accurate and relevant information to our readers.

I have spent more than three decades navigating the media industry both here in New Zealand and overseas, and over a decade of that focusing on revenue generation for diverse media entities. 

Vicki has worked globally with leaders in media over the last two decades

One important lesson I've learned is the value of generating revenue from multiple streams and ensuring strong engagement from the targeted audience. While government support, like the funding from NZ on Air for local democracy reporting, is valued, media organisations must also work toward financial sustainability for the sake of independance. Relying on government funding is neither a preferred nor a sustainable long-term solution.

Here at The Central App, our team and I have successfully transitioned from relying on funding to establishing a robust local journalism model. We currently employ a team of six which includes two journalists, a full time marketer, and a digital publisher to ensure a steady stream of accurate, reliable and balanced content for our community — a necessity in an era where trust in media is waning.

I believe what sets The Central App apart from larger national networks is our commitment to blend digital innovation with community engagement.

The Central App created a newsletter full of education and information for locals and Business leaders

Living in the community helps our team understand our audience on a much deeper level. In a world overwhelmed by negativity, we believe this approach is refreshing - and necessary. 

We don't shy away from the hard news or holding power to account, as it is important our readers are informed of what could impact them in their community, but we also seek uplifting stories of those who make our community better be it to foster resilience rather than amplify despair.

The Central App serves not only as a news platform but as a community hub. It offers a diary of whats on around our district, job opportunities, and everything to similify finding information to those who live and visit, all while remaining free for readers — a feat made possible through strategic partnerships with local businesses. 

Our commitment to these partnerships is unwavering; it is essential to support local business to sustain the media’s viability. This symbiotic relationship ensures the app can continue to provide high-quality content while encouraging readers to support our local businesses.

As media continues to evolve, my mantra remains steadfast: “Under promise and over deliver.”

This commitment to exceptional service has not only garnered trust but has also built a loyal customer base that values the integrity and reliability of The Central App.

By fostering an environment where both readers and advertisers feel heard and valued, we are ensuring the app’s ongoing relevance in an increasingly digital world.

I believe The Central App serves as a beacon of how local media can thrive by adapting to the needs of its audience while maintaining a focus on positive, impactful storytelling. 

Ultimately, the media must evolve to meet the demands of a new digital age, but it must do so with a commitment to serving the public good, maintaining credibility, and fostering a well-informed citizenry.

The Central App now offers readers the chance to share community news and information for free

The future of news maybe digital, but its core mission remains timeless: to inform, educate, hold power to account and maintain trust with it's audience.

Read more here - The Future of media is community.

Listen to Vicki on The Outlet