INL Digital Edition April 15, 2020
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12<br />
APRIL <strong>15</strong>, <strong>2020</strong><br />
Businesslink<br />
Coronavirus precipitates Bauer’s decision to quit<br />
Mark Jennings and Tim Murphy<br />
The decisions by German media<br />
giant Bauer to shut its New<br />
Zealand magazine operation<br />
and NZME’s axing of Radio<br />
Sport have been precipitated by the<br />
coronavirus.<br />
But the closures are also due to the<br />
deeper problems of the local media<br />
industry.<br />
The sudden announcement that<br />
Bauer, one of the world’s biggest<br />
media companies, is pulling out<br />
of New Zealand and closing iconic<br />
magazines like The Listener, North<br />
and South and Woman’s Day if it<br />
can’t sell them, sent a jolt through the<br />
media Industry.<br />
Radio Sport closure<br />
For industry observers, the<br />
decision was not a major surprise but<br />
the speed and suddenness of it was.<br />
The news media has been waiting for<br />
the dominoes to start falling. First to<br />
go was Radio Sport.<br />
Its owner, NZME, has been under<br />
sustained pressure for some time.<br />
With no sport events to cover,<br />
advertising collapsing and 25 staff on<br />
the payroll, the station had no chance<br />
of returning to profitability for years,<br />
or possibly ever, given that it was<br />
already struggling pre-virus.<br />
Bauer’s different<br />
Bauer’s decision is different. The<br />
privately owned German company’s<br />
annual revenue last year was roughly<br />
$4.2 billion. It boasts that every<br />
second German reads one of its<br />
magazines. It sold 433 million issues<br />
in Germany alone last year and owns<br />
600 titles worldwide.<br />
It has a huge radio operation with<br />
100 stations in Europe and 24 million<br />
listeners tuning in every day. In the<br />
UK it has 80 stations and a number of<br />
TV music channels.<br />
If any media company can withstand<br />
the ravages of coronavirus it is<br />
Bauer Media.<br />
The decision to get out of New<br />
Zealand was most likely made some<br />
time ago. All its magazines had<br />
been suspended by a Government<br />
edict that periodicals could not be<br />
deemed ‘essential services’ during the<br />
lockdown.<br />
It is understood the likely revenue<br />
outlook for its Property Press real<br />
estate publications, even with a relaxation<br />
of lockdown, was particularly<br />
keenly felt within the business.<br />
Wage subsidy refusal<br />
The fact Bauer decided not to<br />
avail itself of the Government’s wage<br />
subsidy was a further indicator that<br />
its decision was swayed by ongoing<br />
industry pressures. The virus just<br />
brought the decision forward.<br />
It couldn’t see much hope for<br />
magazines in a small scale market<br />
when traditional advertising is on<br />
what seems to be a never-ending<br />
downward path.<br />
Big international companies have<br />
better options than New Zealand.<br />
The Bauer decision stunned<br />
loyal readers of its magazines but<br />
it also seems to have woken up<br />
another group who have been partly<br />
responsible for the demise of local<br />
media – advertisers.<br />
Government focus needed<br />
In a media release entitled<br />
‘Bauer is the Canary Down the Media<br />
Coalmine,’ the Association of New<br />
Zealand Advertisers (ANZA) urged<br />
Broadcasting, Communications<br />
and <strong>Digital</strong> Media Minister Kris<br />
Faafoi to broaden the focus of the<br />
recently established review of the<br />
Government-owned media assets,<br />
Radio New Zealand and TVNZ, to that<br />
of New Zealand media more widely.<br />
“There is the very real risk that<br />
the future of media in this country<br />
is a mix of only existing government<br />
owned assets, global online platforms<br />
and a small number of niche news<br />
offerings. We believe this would be<br />
an unacceptable outcome for New<br />
Zealand. Without diverse media,<br />
there are obvious risks for society,<br />
democracy as well as the economy<br />
as we work toward a post-Covid<br />
recovery,” Chief Executive Lindsay<br />
Mouat said.<br />
Free tax ride on digital platform<br />
The New Zealand media’s biggest<br />
problem, of course, is that advertisers<br />
who use digital platforms now spend<br />
somewhere between 80% and 90% of<br />
their money with Facebook, Google<br />
and other social media companies.<br />
These US companies have very few<br />
New Zealand employees, produce no<br />
news content and pay very little tax.<br />
Newsroom asked Mouat if he<br />
supported the idea of a revenue tax<br />
on the US giants’ local income which<br />
could, in part at least, be used to<br />
support the local news media.<br />
“The suggestion of revenue tax<br />
seems to be moving slowly. Fundamentally,<br />
we would struggle to do it<br />
alone, but the OECD, from what I see,<br />
is moving ponderously. And there<br />
is the ever present threat of reprisal<br />
from (US President) Trump. So, while<br />
at face value it could be the solution,<br />
it is probleamatic for a small state.<br />
“I wish I had the solution. I am<br />
not personally a fan of StuffMe,<br />
[the combining of Stuff and NZME<br />
through either a takeover or merger]<br />
because I prefer the idea of plurality,<br />
and Bauer’s magazine dominance<br />
suggests this isn’t a solution. But I<br />
think the government could buy<br />
some time through the use of NZ<br />
on Air or similar tools to keep the<br />
sector at least breathing, while<br />
bigger work is taken on, using the<br />
beginning of the PwC work in a<br />
broader context.”<br />
PwC Advisory<br />
Advisory firm PwC is working<br />
on a business plan for a new<br />
public broadcaster that would see<br />
the operations of TVNZ and RNZ<br />
combined into a single entity.<br />
One obvious solution to the<br />
current crisis would be for local<br />
advertisers to direct more of their<br />
spend towards local privately<br />
owned media, instead of Facebook<br />
and Google. Would ANZA recommend<br />
that to its members?<br />
Mouat said that he “was not able<br />
to comment on that today.”<br />
Facebook and Google may be<br />
more cost effective and offer a<br />
more targeted approach to customers<br />
but there is precedent for local<br />
advertisers taking a wider view.<br />
In the past 30 years, individual<br />
advertisers have, on numerous<br />
occasions, “over invested” in TV3 to<br />
retain competition in the television<br />
market.<br />
Television advertising<br />
While all local media will be<br />
looking for advertisers to recognise<br />
the social benefit in supporting the<br />
producers of news and current<br />
affairs, TV3 will be hoping the<br />
New Term-Lending Facility to help businesses<br />
Venkat Raman<br />
Reserve Bank of New Zealand<br />
(RBNZ) has introduced a<br />
longer-term funding scheme<br />
for commercial banks as a<br />
part of its support to the Business<br />
Finance Scheme announced by the<br />
government last fortnight.<br />
RBNZ Governor Adrian Orr said<br />
that the new Term-Lending facility<br />
(TLF) will help promote lending to<br />
businesses in New Zealand.<br />
The TLF is similar to the recently<br />
announced, Term Auction Facility<br />
(TAF), and both provide liquidity to<br />
the banking system, he said.<br />
Access to money<br />
Mr Orr said that the new facility<br />
will ensure access to funding for<br />
banks at low interest rates for up<br />
to three years duration, which<br />
is longer than the Bank’s other<br />
liquidity facilities.<br />
“We are working in-step with<br />
the government and the country’s<br />
banks to provide the economic<br />
support that is crucially needed<br />
Reserve Bank of New Zealand Governor<br />
Adrian Orr (<strong>INL</strong> File Photo)<br />
during this uncertain time. New<br />
Zealand’s financial system remains<br />
sound, with strong capital and<br />
liquidity buffers. We are confident<br />
that the financial system is well<br />
placed to respond to the impacts of<br />
coronavirus,” he said.<br />
Assistant Governor and General<br />
Manager (Economics, Financial<br />
Assistant Governor and General Manager<br />
Christian Hawkesby (RBNZ Photo)<br />
Markets and Banking) Christian<br />
Hawkesby said that RBNZ is currently<br />
engaging with banks on the<br />
operational details of the scheme,<br />
aimed at launching the first TLF<br />
operation in May.<br />
Mitigating effects<br />
“As previously announced, the<br />
Reserve Bank’s Monetary Policy<br />
RBNZ Deputy Governor Geoff Bascand<br />
(<strong>INL</strong> File Photo)<br />
Committee has worked to mitigate<br />
the severe economic effects of COV-<br />
ID-19 by reducing the Official Cash<br />
Rate and implementing a Large<br />
Scale Asset Purchase programme,<br />
he said.<br />
“In addition, RBNZ has deferred<br />
the start of increased capital<br />
requirements and is delaying<br />
historic support it has enjoyed in the<br />
past quickly resurfaces.<br />
Television, which these days<br />
carries a lot of ads for retailers and<br />
manufacturers of FMCG (fast moving<br />
consumer goods), is being hit hard by<br />
the impact of Covid-19.<br />
In Australia, Network Ten, the<br />
country’s third-ranked free-to-air<br />
television broadcaster will be run by<br />
a skeleton staff after the Easter long<br />
weekend as it temporarily closes<br />
down other operations to reduce<br />
cost, according to a report in The<br />
Australian newspaper.<br />
To date, MediaWorks’ highly<br />
profitable radio operation has<br />
subsidised its television arm, which<br />
loses millions every year.<br />
Radio advertising down<br />
Industry sources with a good<br />
knowledge of the radio market say<br />
that advertising is down 40% for<br />
the major stations and up to 70%<br />
for regional stations. This will be<br />
seriously impacting the cashflows<br />
of MediaWorks and NZME, the<br />
country’s other big radio operator.<br />
Additionally, MediaWorks’ recently<br />
acquired out-of-home (billboard)<br />
advertising business will also be<br />
suffering badly. Another industry<br />
source described the out-of-home<br />
market as “temporarily dead.”<br />
MediaWorks has responded by<br />
asking all staff to take a <strong>15</strong>% pay<br />
cut but more radical action, or<br />
government help, will be required<br />
if Three is to avoid being the next<br />
domino to fall.<br />
Beyond Three, other local media<br />
businesses have been troubled, with<br />
NZME this week adding to its Radio<br />
Sport closure with a round of cuts to<br />
editorial and external columnists for<br />
the New Zealand Herald, including<br />
a plan to almost halve its number of<br />
sports journalists.<br />
Stuff Ltd owner, Nine Entertainment<br />
of Australia, which has tried<br />
and failed to sell the New Zealand<br />
operations, this week announced<br />
plans to take A$260 million of costs<br />
out of its business.<br />
It would be fanciful if the Stuff subsidiary<br />
was immune from stringent<br />
reductions and possible masthead<br />
and staff cuts.<br />
Across the Tasman, Rupert<br />
Murdoch’s News Corporation has<br />
ended the print publication of 60<br />
community newspapers, moving<br />
them first online and reviewing<br />
operations further.<br />
Mark Jennings and Tim Murphy<br />
are Co-Founders and Co-Editors of<br />
Newsroom based in Auckland. The<br />
above article has been published<br />
under a Special Agreement.<br />
planned regulatory initiatives, to<br />
allow banks to focus on lending to<br />
their clients during the disruption<br />
of COVID-19,” he said.<br />
Do dividend pay-out<br />
Deputy Governor and General<br />
Manager (Financial Stability) Geoff<br />
Bascand said that RBNZ has agreed<br />
with banks that there will be no<br />
payment of dividends on ordinary<br />
shares during the current health<br />
crisis.<br />
“We have also agreed with the<br />
banks that they should not redeem<br />
Non-Common Equity Tier 1 capital<br />
requirements. This is to support<br />
the stability of the financial system<br />
during this period of economic<br />
uncertainty. The restrictions take<br />
effect from today under revised<br />
Conditions of Registration issued to<br />
all locally-incorporated banks. They<br />
will remain in place until further<br />
notice, with the aim of relaxing<br />
them when the economic outlook<br />
has sufficiently recovered,” he said.