Paul McIntyre, founder and publisher at MI3, dives into the intricate world of media buying. He discusses the shift from traditional advertising models and its impact on local content in Australia and New Zealand. The podcast highlights the cautionary tale of New Zealand’s stagnation as a warning for Australia's media landscape. McIntyre emphasizes the urgent need for regulatory changes and transparency in digital advertising, alongside the future challenges for journalism amid declining public trust and the rise of tech giants.