Digital isn’t a separate channel anymore; it’s part of the entire media ecosystem.

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.

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.

Together, Jamie and James unpack how to simplify complex solutions, balance competing priorities, and evolve the way we position media in the modern landscape.

Expect practical insights on:

• ​The evolution of digital from “add-on” to “core”
• ​Simplifying the sell without oversimplifying the solution
• ​Managing internal tensions around legacy vs. emerging channels
• ​Developing a confident digital narrative as a frontline seller

James Bio:

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.

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.

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.

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.

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.