Stuff Ltd


Wellington, New ZealandFounded in 2000

Stuff is a New Zealand-based online publication covering national and international news, sports, business and politics.


Best Practices Policies

Go to the Best Practices page


Stuff Limited’s vision is to be the most trusted organization in Aotearoa, New Zealand, and its mission is to help make Aotearoa a better place.

Deep coverage of community issues is a high priority for Stuff and its local daily and community newspapers. 

See the Policy


Stuff editors and journalists are expected to adhere to the New Zealand Media Council principles. This includes reporting fair, accurate and balanced stories; respecting subjects' privacy rights; drawing clear distinctions between facts and opinions; and not discriminating against subjects' of stories.

Ownership & Funding

In May 2020, Stuff CEO Sinead Boucher completed a management buyout, purchasing Stuff Ltd from Nine Entertainment of Australia. Through her holding company, Boucher remains the company’s sole owner.

In June 2021, Boucher announced 10 per cent of the company’s value would be transferred to a trust controlled by employee representatives. The trust does not have voting rights, and is not a vehicle for influencing editorial decisions.

Stuff's journalism is funded by advertising, subscriptions to print titles, contributions through the Stuff supporter program, and grants from agencies such as New Zealand on Air.

See the Policy

Diverse Voices

Stuff aims to reflect diversity in its story selection by seeking a range of perspectives and actively committing to an inclusive editorial recruitment policy.

Journalists should not publish pejorative or prejudiced material based on ethnicity, gender, age, religion, sexual orientation, socioeconomic status, physical appearance or ability, social status or illness. 


Errors are addressed with corrections that explain the error without continuing to perpetuate it. Apologies are issued if the error is substantial.

When a correction is made, it will be noted at the foot of the online story and a record is published on Stuff's corrections and clarifications page. When a contested point is correct but liable to misinterpretation, a clarification may be published in the same format as a correction.

Unnamed Sources

Anonymity will be granted when there are compelling reasons for confidentiality and it is in the public's interest that the source's comments are reported. However, the publication generally avoids overuse of anonymity as to not undermine reader confidence. 

The Trust Project

The Trust Project is an international consortium of news organizations building standards of transparency and working with technology platforms to affirm and amplify journalism’s commitment to transparency, accuracy, inclusion and fairness so that the public can make informed news choices. It was founded and is led by award-winning journalist Sally Lehrman.

Our Funders

Craig Newmark, founder of craigslist, was our original funder, through the Trustworthy Journalism Initiative of Craig Newmark Philanthropies. Google followed with their financial support. Our funders also have included Democracy Fund, the John S. and James L. Knight Foundation and Facebook. Funders. Trust Project policies and the Trust Indicators are shaped and enforced independently from our funding sources.

Awards & Recognitions

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