Most would not begrudge Sinead Boucher a bit of admiration for having the guts to buy Stuff News. Sure, she only invested a dollar, but she took on a mountain of responsibility. Not only for repaying bank loans, but also for keeping employees in jobs.

A soulmate publication ran some positive press for Sinead at the weekend. The UK Guardian headlined the piece “A real slog’: How one New Zealand media company is trying to make trust pay“.

According to the article, Sinead’s business objective is to regain the trust of readers that were apparently tuned off by the company’s previous management. Sadly for Sinead, her efforts to attain this goal are not working. Stuff slid out of Colmar Brunton’s most trusted brands survey this year, after rising in the previous two years.

What is Sinead doing that is confounding her ambition? Well, one point sticks out like dog’s testicles.  A recent report on trust in media found “media pushing certain social/other agenda (including climate change)” was one reason for mistrust. Apparently Sinead is blind to this reality. Incredibly, she even says this

 “Unless we can grow that back to the point where people are happy to believe what they read from us, trust us to be presenting them accurate information, unbiased information, then what have we got? We’ve got nothing. Everything else falls away.

Believing in the independence of journalism, believing that you’re not politically driven one way or another , Somehow, it’s still a real slog to get people externally believing in that.”

This is a staggering denial of the reality that everything Stuff prints is weighted heavily towards the progressive political viewpoint. Its also a stark refusual to recognise that taking money from the govt to push an angle will alienate customers who want integrity in their reporting.

Sinead herself even described her paper as “progressive” and said the agreement she signed to promote separatism for money didn’t matter because she wanted to do it anyway. When printing untrue information, she has refused to apologize. So how can she ever claim to be non-political? Its just a crazy claim unfounded in reality.

If you were a business person (rather than a political evangelist) and you wanted to make a go of a newspaper in New Zealand’s limited market, the last thing you would want to do is compete with every other left wing wishy washy liberal junk news service out there. You’d try and offer an alternative.

If you wanted employees who add value to your company, you would not hire almost exclusively lobotomized socialist robots who cannot produce straight news without editorializing in tune with the wet liberal wishy washy junk that prevails everywhere else.

All Perspectives Ltd is the owner of the newly established GB News in the UK. They saw a yawning gap in the market and went for it. They’ve invested far more than a dollar in their business, and they wouldn’t have done so without knowing the market existed.

What a shame Sinead is too blinded by her own progressive liberal mindset to see the same market exists in New Zealand.  Oh, and by the way Sinead, if you really want to increase the public’s trust in your newspaper, don’t ever associate yourself with the Guardian.

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