Shifting influence in financial media

Australia’s financial media is in a state of dynamic transformation, with shifting editorial priorities, changes in ownership, and high-profile talent moves reshaping the way stories are told. Wealth coverage is expanding, specialist newsletters are multiplying, and high-profile moves are redrawing the map of influence.

At Honner, we monitor these shifts closely to ensure clients remain connected to the right journalists, outlets and opportunities as the landscape develops.

Financial media Industry highlights
  • The Australian has unveiled a new dedicated wealth section, putting a spotlight on personal finance, superannuation, investment strategies, and the big economic forces shaping Australians’ prosperity. Former senior business reporter Megan Neil has stepped into the team in a hybrid reporter/producer role, bringing depth and versatility. She joins a strong line-up of voices including Julian-Ann Sprague, James Kirby, James Gerrard, Roger Montgomery, and Anthony Keane, ensuring the section launches with both authority and personality.
  • Capital Brief has launched its fifth specialist newsletter, The Signal, examining where media, politics, policy, power, and technology collide. Recent editions have tracked how tech platforms shape political messaging, the push to regulate artificial intelligence, and the growing sway of digital networks over elections and public opinion.
  • Private Media has acquired Pinstripe Media. The publisher of Crikey, SmartCompany and The Mandarin now owns David Koch’s Pinstripe Media, parent of Startup Daily, Flying Solo, Business Builders and Your Money & Your Life. The deal brings Pinstripe’s video and creative production into Private Media’s stable, while each brand retains its identity and editorial voice. Koch will step back from daily management but remain as a strategic adviser and commentator. Ausbiz TV, Koch’s separate streaming platform, sits outside the deal – though crossover in talent and content will continue.
  • Another big move is Prime Creative Media’s acquisition of Momentum Media’s suite of wealth titles — Money Management, InvestorDaily, IFA, SMSF Adviser and Super Review — along with their awards and event franchises. Announced on 1 October, the deal gives Prime a strong foothold in Australia’s $6.6 trillion wealth sector, while Momentum redirects resources to other markets.
Key movements across mainstream media

The Australian Financial Review continues to invest in deep financial reporting, with recent newsroom changes balancing continuity and fresh perspective. Lucy Slade has joined the property team, while Andrew Tillett is set to take over as European Correspondent in London from Hans van Leeuwen — a key role covering macro-political and financial trends impacting global markets. Angira Bharadwaj, previously National Correspondent at News Corp Australia, has stepped in as Banking and Financial Services Reporter, bolstering the AFR’s institutional coverage.

There’s also a clear pipeline of emerging talent in financial media. Graduate journalists Luke Kinsella and Isabella Freeland have joined the markets and wealth teams, respectively, signalling a long-term investment in specialist beats. Bloomberg is following a similar model, adding Nasteho Said as a graduate journalist on markets – part of a broader industry trend toward rebuilding talent from the ground up as experienced journalists shift into strategy roles.

Key movements across trade media

New appointments:

  • Shy-Ann Arkinstall has moved from a Journalist at IFA to a Journalist at Money Management.
  • Riddhima Talwani has joined as a Journalist at Financial Standard, moving from ausbiz.
  • Angelique Minas has joined Financial Standard as a Graduate Journalist.
  • Olivia Grace-Curran has joined InvestorDaily as a Senior Wealth Journalist, she was previously at ausbiz.
  • Georgie Preston has joined InvestorDaily as a Graduate Journalist.
  • Alex Driscoll has joined IFA as a Graduate Journalist.
  • Investment consultant and the former long-time CEO of Lazard Asset Management, Asia Pacific, Rob Prugue has started writing a weekly column for The Inside Network publications with a focus on global markets, investment strategy, and the macro forces shaping opportunities for advisers and investors.
  • Scott Murdoch has been appointed Lead Writer, Asia Finance & Markets at Reuters, based in Sydney.
  • Jack Derwin has taken over the Capital Gains newsletter at Capital Brief, reporting on banking, finance and fintech.

Departures and role changes:

  • Andrew McKean has finished up at Financial Standard and relocated overseas.
  • Miranda Brownlee has departed from InvestorDaily and Momentum Media.
Podcasts gain traction as premium content channel

Podcasts now reach nearly 7 million Australians weekly, cementing their role as a trusted and flexible channel for investors, professionals and advisers seeking content on the go. Financial podcasts in particular are evolving rapidly with many outlets moving toward branded segments, gated content, and sponsorship-led models that blur the line between journalism and commercial messaging.

As production values rise and media companies seek monetisation, access is increasingly becoming pay-to-play. This makes strategic selection of podcast opportunities more important than ever. At Honner, we actively monitor podcast programming across Australia’s business, wealth and fintech sectors maintaining a curated list of credible, high-impact shows and hosts. This resource helps clients navigate where and how to engage, and ensures alignment with the right audiences, messages and moments.

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Please note, the above information is of Oct 2 2025

Earned media fuels AI and SEO

For years, media coverage was judged in headlines and column inches. A story in the AFR or Bloomberg meant credibility, influence and reputation. Those benefits remain powerful. But today, earned media has a new role: it is the fuel that determines whether your organisation is even found online.

Search engines and generative AI platforms such as ChatGPT, Perplexity and Genisys are now the default gateways to information. Investors, advisers, policymakers and journalists no longer start with your website — they start with Google or AI. Which means the challenge is no longer just telling a good story. It’s making sure your story is discoverable.

The SEO payoff: how earned media boosts Google rankings

Google’s search algorithm rewards authority and trusted backlinks. A white paper sitting only on a corporate site may never climb search rankings. But once the same analysis is cited by trusted media, SEO visibility jumps. The reputational halo of third-party coverage is matched by backlinks that push your content up the search ladder. In other words: earned media builds trust, SEO ensures it’s found.

The AI shift: why generative AI trusts earned media

Generative AI has raised the stakes. Unlike search engines, AI relies on vast datasets that favour content repeatedly cited and independently validated. A CEO quoted in Reuters is far more likely to appear in a ChatGPT sector summary than the same insights buried in a blog post.

That makes earned media the bridge into AI visibility. Without it, even the smartest content strategy risks invisibility in the very channels where audiences are looking first.

From media headlines to measurable SEO and business results

At Honner, we see this shift every day. One asset manager client published research on retirement income that barely moved the dial on their website. After we secured AFR and trade coverage, backlinks pushed their SEO rankings up, AI platforms began referencing the insights, and adviser enquiries quickly followed. The same content, but amplified through earned media, became a driver of visibility and business leads.

Integrating PR, SEO and digital strategy for AI visibility

The message is clear: PR, SEO and digital can’t sit in silos. Together they power a continuous growth loop: insights drive coverage, coverage drives authority, authority drives SEO, and AI turns visibility into new audiences and opportunities.

The bottom line? Earned media is no longer just about reputation. It is the engine of digital discovery — and the entry ticket to relevance in the age of search and AI.