Stuff set to grow audio with new division

Stuff is launching a new Audio division and has made a key hire to spearhead growth in this rapidly accelerating area.

“The shift to digital audio is a significant macro trend and Stuff is uniquely placed to take advantage of that as New Zealand’s biggest digital brand with a monthly audience of more than 2.8 million,” says Stuff Chief Executive Sinead Boucher.

“The new division spans both the editorial and commercial sides of the business and we’re thrilled to have hired one of New Zealand’s most talented media leaders to oversee the charge.”

Nadia Tolich has joined Stuff as Chief Audio Officer. 

With more than two decades of experience in news and broadcast media, Tolich has produced some of the biggest names and shows in New Zealand and Australia. Over the last six years, she has been part of NZME’s senior leadership team as Newstalk ZB’s Content Director, and more recently, Head of Content Development working across all editorial products. 

“I’m really looking forward to building the team, capabilities and products that will see audio become a significant part of the Stuff business. We have some amazing opportunities planned that will provide valuable new content, services and partnerships for our audience, and new means for our advertisers to reach them,” says Tolich.

“Stuff has had early success in audio, producing a diverse suite of compelling podcasts including What’s wrong with you?, Once a Panther, The Long Read and the smash-hit Black Hands. We intend to expand on this success in new and innovative ways, and I look forward to increasing the pool of high calibre talent we already have at Stuff to make it all happen.”

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