After James Packer stoush, journo-turned Nine publishing boss James Chessell takes aim at rivals for running scared; plots news-lifestyle diversification play. Can a journo change his spots?

Journalists have long hated advertising and sales. Now Nine has a battle-hardened journo responsible for the P&L of its publishing division, perhaps the first hack to be entrusted with news media fortunes since John Hartigan chaired News Corp and John Alexander left the old Fairfax for the Packer camp. Chessell having already triggered James Packer in recent weeks, carefully espouses his views on News Corp’s corporate and editorial agenda, but jabs The Guardian for running “scared” of taking on risky, investigative stories. But can the one-time business journalist and masthead editor continue the renaissance of a sector once seen by many as flogging a dead horse? Chessell’s backing editorial integrity and trust to drive advertiser and subscription growth within news while plotting diversification into new turf, admitting Covid audience gains will likely drop off. Now straddling church and state, he agrees media sales is a “knife fight in a phone box”, but says Michael Stephenson and publishing sales chief Jo Clasby are killing it. Chessell knows financial markets gobbledygook inside out even if he’s not yet so savvy on ad market, adtech and marketing lingo. Here’s his plan.

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