Finding our voice ‒ and our audience

Thursday, 4 September 2025

Tracy Watkins is editor of The Post

OPINION: It’s now two years since I stepped into my role as editor of The Post. It was an exciting time ‒ we had a new name, and a new platform, The Post website.

But in many ways it also felt like we were starting from the beginning; for more than 20 years, our digital home had been Stuff ‒ a name everyone knows and trusts.

Like a lot of 20-somethings though, the time had come for us to find our own voice.

Our ambition was clear: grow The Post into a national, premium news platform ‒ rooted in 160 years of capital reporting, but speaking to the whole country.

Thanks to you, it’s working. Over the past year our digital audience has grown 31% and combined readership rose 4.5%, according to Nielsen. We’re now read by 812,000 New Zealanders each month ‒ and three in four of you live outside Wellington.

We’re New Zealand’s fastest growing national news brand.

What else do we know about our readers? They are influential ‒ more likely to run businesses, earn higher incomes and hold postgraduate degrees. You also love a good crossword, spot typos in a flash and never hesitate to tell us what you think.

It’s been a tough time for media, and every subscription dollar is hard-earned. That’s why we’re especially grateful you chose to grow with us.

Thank you for staying ‒ and for helping us build the next chapter of The Post.

Feel free to share your thoughts with me, editor@thepost.co.nz