They didn't print our answers, so we are 🤷♀️
Unfiltered thoughts on business, media and friendship
We were asked to contribute to a media piece for International Women’s Day – but our answers got cut! The patriarchy at work? Who’s to say. But we enjoyed reflecting on these questions, so here are our responses for you to read.
On creating an independent business alongside your best friend
Zoe Walker Ahwa: We often say, ‘thank god we have each other!’ It is truly the best having someone you also like outside of ‘work’ to bounce ideas off of and deal with all the highs and lows of business. The secret – especially for Rebecca and I – is that you support each other, push each other forward and can call out each others’ bullshit if needed. If you’re feeling down, you have someone to jolly you up. Duos form the backbone of New Zealand fashion, for good reason: you always have someone who has your back and just gets it.
Rebecca Wadey: I believe so wholeheartedly in Zoe’s talent and feel my job is partly making sure the world gets to see what I do – we will all be better off for it. I am her biggest cheerleader, and nothing gives me more joy than seeing her get her flowers from adoring readers. Because I have to be honest, I feel like parts of the fashion industry underestimated her at times because she’s a) got no ego / is unassuming and b) she could see through their bullshit while others would blow smoke up them. We are both, I think, a pretty unique mix of extremely cynical and tremendously compassionate, with a healthy dose of curiosity thrown in there.
Lessons from being part of a larger newsroom, and acquiring back Ensemble as independent
RW: On paper (lol excuse the pun) we were living the startup dream. Our acquisition meant we had a salary, a budget to pay some other people to contribute to us and some incredible journalist colleagues who continually inspire us with their commitment to their mahi. But working for a large media organisation is tricky especially if you are a personality-led brand with strong values; readers (and staff) can become a low priority in the business of it all. We’re lucky that there are now platforms like Substack which can give us back that intimacy. Look, if I had to be diplomatic about it, I’d say it gave us some good lessons in what you spend your time on, and who you spend it with.
ZWA: It reinforced the power of the niche. Smaller, hyper-engaged audiences that genuinely care for your brand hold immense value (of course there is also value – mostly financial – in huge mass audiences). That’s where indie publishers, like Ensemble, come in and round out the media ecosystem.
The same applies to any industry right now, whether it’s a platform, brand or any other business start-up: it’s ok to not aspire to be the biggest but rather build a community that keeps showing up for you. It helps if that involves some kind of financial support, whether it’s buying a new product or a paid subscription (like ours on Substack).
On changes in the lifestyle media landscape and where we see this type of local content heading
RW: I worry about it. As ad revenue shrinks, lifestyle is the first to go in newsrooms, and traditional glossy mags struggle – too expensive to produce, too polished and out of sync with the relentless news cycle. The future lies in readers paying for the content they truly value, rather than expecting it for free. What we do is valuable! And advertisers can’t ignore a paying, highly engaged audience, which should drive more thoughtful, meaningful spending.
I’m also concerned that the MAGA/MAHA/Ozempic of it all, combined with a tough economic climate, will see the industry pull away from any gains it had made with diversity and representation. I am a perimenopausal woman who’s had a double mastectomy and I desperately need to see and read about a wide cross-section of society.
What’s behind the paywall:
Where Zoe thinks local lifestyle content is going.
The best advice we’ve given each other.
What Rebecca admires most about Zoe, and what Zoe admires most about Rebecca.
Our advice for the next gen navigating a media career right now.
ZWA: Lifestyle, and media in general, have been in constant flux throughout my almost 20 year career – and that’s what I actually love about the industry. The best people and brands embrace change and evolve with it. But the past six or seven years have been particularly chaotic...
I do worry about this type of content being drowned by commercialism and PR influence, while shrinking budgets and teams mean we lose having as many local and diverse perspectives. But I also know that things will keep shifting and morphing, and new things will launch to fill the gaps.
How Ensemble’s highly engaged audience and distinct voice has evolved since launch
ZWA: I’m really proud of how quickly we established Ensemble’s voice and brand. From the start, our personality and purpose have been clear: playful, intelligent, values-driven, honest, a bit cheeky (our tagline ‘intelligence and whimsy’ has guided us since Ensemble was just an idea). Being indie at first allowed us to be a bit looser with our tone and brand identity than a more traditional brand with the baggage of heritage or expectations. Now, four years later, we’re even more confident in that identity, expressing it through stories, headlines, images, events and our newsletter.
The best piece of advice we’ve given each other
RW: “Get over it.” In terms of holding grudges, feeling slighted, stories that fall over or take too long, and so on. I put it down to her time at Viva with that weekly deadline; Zoe is extremely decisive and quick to move on. She does often let me vent first though, lol.
ZWA: “Just do it.” I don’t know if Rebecca has ever actually said those words to me, but she has absolutely taught me to try to not overthink, over perfect or intellectualise everything and just try and do and make things happen. She has also taught me the importance of looking after yourself and your health; taking time out, eating better and always saying yes to a swim in the ocean.
What we admire about the other, as a friend and business partner
ZWA: Rebecca’s relentless enthusiasm, and genuine love of people. She is more extroverted and social than me – the yang to my yin – and this balance has always been key to our friendship, and partnership with Ensemble. She can be shady but is at heart deeply caring and one of the kindest people I know, something I admire a lot – and something that she has poured into Ensemble, too.
RW: Zoe was smart enough to spend the formative years of her career learning from the best mentors in the country – Stacy Gregg and later, former Viva editor Amanda Linnell – carefully learning and observing before becoming, in my mind, one of the best editors in the motu and a brilliant brand guardian. She is fearless, she is values-led and her work is driven from a place of curiosity and compassion. Aotearoa is so lucky to have her, let alone Ensemble.
Advice for the next generation wanting to navigate a career in media right now
RW: Retrain, quickly. Seriously! Don’t get passionate about something that is inherently broken. Or, at least, sit on it for a year and see where the cards fall. Or, if you absolutely must, don’t look to traditional models or current businesses as the best way to do things. Pick it all apart, start from scratch, define your audience first and foremost and ask yourself – what do I have to offer them?
ZWA:
Look after yourself; body and mind.
Find a mentor who will be honest with you, and look out for you and your career.
Find the people in your newsroom or industry who reflect your values and make them lifelong friends.
Be open and try things!
Be prepared to pivot and retrain, a lot.
And understand from day one that inevitable redundancy and restructuring does not reflect you or your talent.
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Love this. Describes the environment so well 😂. Well done for your resilience and success.