Is Stuff Reliable? Full Review of Bias, Ownership, and Credibility
Stuff Overview and Political Bias
Critics often describe Stuff as socially progressive, highlighting its 2020 'Our Truth' project apologizing for its historical portrayal of Māori. Some observers argue the outlet displays a center-left bias and prioritizes climate activism. Conversely, others suggest its past reliance on government funding initiatives influenced its editorial direction and focus.
| Standpoint | Assessment |
|---|---|
| Overall political leaning | Center Left |
| Estimated number of readers | 2,100,000 |
| Israel support | Neutral / Mixed |
| Use of loaded / emotional language | Medium |
| Target Audience | Mass market |
Stuff History
Stuff originated as the digital arm of Independent Newspapers Limited before being acquired by Fairfax Media in 2003. It rebranded from Fairfax NZ in 2018 following a merger with Australia's Nine Entertainment. It evolved from a collection of regional mastheads into New Zealand’s leading digital-first news platform.
World News Map
Who owns Stuff?
Stuff is owned by Chief Executive Sinead Boucher, who purchased the company from Nine Entertainment for $1 in 2020. This management buyout returned the company to local New Zealand ownership. Funding is derived from advertising, print subscriptions, commercial ventures, and a voluntary reader contribution model.