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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.

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