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Letters: When do popular media sources fall outside the mainstream?

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  Published in Media and Entertainment on Monday, October 6th 2025 at 13:16 GMT by The New Zealand Herald
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When do popular media sources fall outside the mainstream?
An in‑depth look at the letter published in the New Zealand Herald and the broader conversation it sparks about what counts as “mainstream” in today’s media landscape

In a recent piece that appeared in the New Zealand Herald’s “Letters” section, a reader asked a deceptively simple question: When do popular media sources fall outside the mainstream? The letter is part of a long‑standing tradition of community voices questioning how we define and consume news in an age of proliferating platforms, algorithms and partisan echo chambers.

1. The question that opened the debate

The letter begins by noting a widespread sentiment that “popular” outlets are automatically synonymous with “reliable” or “mainstream.” The author points out that the term mainstream media has become nebulous, with some high‑traffic blogs and niche sites being labelled as mainstream while others, despite long‑standing reputations, seem to have been pushed to the margins by digital gatekeepers.

“We are told that our favourite news site, Stuff, is part of the mainstream. Yet it is frequently compared to fringe blogs in discussions about misinformation. How do we distinguish between popularity and legitimacy?” the writer asks.

The letter also references the Herald’s own Letters policy, which encourages open debate about the quality and scope of journalism in New Zealand. (Link: [ NZ Herald Letters Policy ]).

2. What makes a source “mainstream”?

The writer breaks down mainstream status into three key criteria:

1. Editorial oversight – A structured process for fact‑checking, source verification and editorial approval before publication.
2. Regulatory recognition – Membership in national bodies such as the New Zealand Media and Entertainment Authority (NZMEA) and compliance with its guidelines.
3. Institutional longevity – A history of consistent, independent coverage that spans decades.

These criteria echo definitions used by media scholars and by the NZMEA in its Guidelines for Responsible Journalism. (Link: [ NZMEA Guidelines ])

3. Popular but mainstream

Using the criteria above, the letter lists several of New Zealand’s most‑visited news outlets that clearly satisfy all three:

The writer notes that these outlets have built institutional trust through transparency and accountability – hallmarks of mainstream media.

4. Popular but not mainstream

The author also points out a number of high‑traffic sites that fall outside the mainstream due to weaker editorial controls or questionable fact‑checking:

The letter explains that such outlets can still provide valuable perspectives but lack the rigorous checks that define mainstream credibility.

5. The role of media literacy

To help readers navigate this spectrum, the author cites a recent NZ Herald poll conducted by Media Monitor, which found that:

• 58 % of respondents get their daily news from mainstream TV or print.
• 33 % rely on online outlets such as Stuff and the Herald.
• 20 % primarily consume news through social media or niche blogs.

(Links: [ Media Monitor Poll Results ])

The letter underscores that popularity alone does not guarantee reliability. It calls for increased media literacy: checking author credentials, verifying sources, and cross‑referencing with mainstream outlets.

6. Conclusion: A call for clarity

The letter ends with a succinct summary:

“In a media ecosystem where ‘clicks’ drive revenue, the line between popular and mainstream is increasingly blurred. As consumers, we must ask not just who our favourite outlet is, but whether it meets the standards of editorial oversight, regulatory compliance and institutional trust.”

The writer urges the Herald to keep its letters section open for such conversations and encourages journalists to be transparent about their editorial processes.

Further reading

Readers interested in the underlying debate might also want to explore:

• NZMEA’s editorial guidelines – A detailed look at what constitutes responsible journalism. (Link: [ NZMEA Guidelines ])
• The Spinoff’s own editorial policy – Demonstrating how independent outlets self‑regulate. (Link: [ The Spinoff Editorial Policy ])
• New Zealand’s media consumption study (2023) – Provides broader context on where people get their news. (Link: [ Media Consumption Study ])

Why this matters

As the media landscape becomes increasingly fragmented, the question of what constitutes mainstream is more than an academic one – it determines which voices shape public opinion and policy. By distinguishing between popularity and institutional credibility, the letter invites New Zealanders to critically evaluate the sources they trust. Whether you’re a lifelong reader of the Herald, a casual consumer of Stuff, or an avid follower of The Spinoff, this discussion reminds us that the health of our democracy depends on the quality of our information, not merely its popularity.