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Podcast #77: Sinead Boucher talks about Stuff

LISTEN: The media CEO bought the company for a buck five years ago and has now sold half of Stuff Digital to TradeMe.

In this episode of The NBR Podcast with Simon Shepherd: When the Aussie owners didn’t want New Zealand’s largest news website and its papers, she was dubbed Saint Sinead for stepping in with a dollar buy-out. Since then, the media landscape has changed dramatically but Stuff has survived. Sinead Boucher talks gifting 10% to staff, splitting the company in two, bringing in TradeMe, and whether there was a secret backer.

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All the podcasts will be available to NBR subscribers first via the audio link above (just hit that play button in the audio section of this article). NBR subscribers enjoy exclusive early access to each new episode, ensuring they’re always a step ahead. Episodes will be available to the public every following Tuesday.

Listen now on your preferred podcast apps:

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Feedback, story ideas, comments, all welcome – email simon@nbr.co.nz

Links to audio clips used here.

Simon Shepherd Tue, 07 Oct 2025
Contact the Writer: simon@nbr.co.nz
News tip? Question? Typo? Let us know: editor@nbr.co.nz
© All content copyright NBR. Do not reproduce in any form without permission, even if you have a paid subscription.

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Podcast #77: Sinead Boucher talks about Stuff
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