<p>Digital isn’t a separate channel anymore; it’s part of the entire media ecosystem.</p><p><br></p><p>In this episode of Media Sales Mastery, Jamie sits down with James Butcher, former Chief Commercial Officer of NZME, to explore how legacy media companiescan better integrate and monetise digital platforms.</p><p><br></p><p>James has led commercial teams across broadcast, print, and digital, and understands firsthand the tension between driving new revenue streams and protecting core business models. </p><p><br></p><p>Together, Jamie and James unpack how to simplify complex solutions, balance competing priorities, and evolve the way we position media in the modern landscape.</p><p><br></p><p>Expect practical insights on:</p><p><br></p><ul><li>​The evolution of digital from “add-on” to “core”</li><li>​Simplifying the sell without oversimplifying the solution</li><li>​Managing internal tensions around legacy vs. emerging channels</li><li>​Developing a confident digital narrative as a frontline seller</li></ul><p><br></p><p><strong>James Bio: </strong></p><p><br></p><p>I’m a senior commercial executive with over 15 years’ experience leading growth, transformation, and customer strategy across media, technology, and platform businesses in New Zealand, Australia, and the UK.</p><p><br></p><p>As Chief Commercial Officer at NZME, I held full P&L accountability for a $238M advertising portfolio and a 325-person team, leading the shift from legacy advertising models to multi-platform, data-led revenue solutions. </p><p><br></p><p>Across my career, I’ve delivered sustained commercial growth by combining strategic clarity with operational precision — launching new digital revenue streams, building high-performing teams, and driving measurable market share gains in highly disrupted environments.</p><p><br></p><p>Today, through Old Butcher Holdings Ltd, I’m applying that experience to a broader investment and operating platform spanning media, data, and technology-enabled ventures. I also co-lead NZ Optics, a respected B2B media brand serving the Australasian ophthalmic sector, where we’re modernising operations, expanding digital reach, and unlocking new growth opportunities.</p><p><br></p><p>I’m passionate about helping businesses evolve — whether through leadership, transformation, or partnership — and remain open to collaboration and executive opportunities where growth, strategy, and innovation intersect.</p><p><br></p>