Summarised by Centrist
More than 140 unionised journalists at Stuff walked off the job on Wednesday, accusing chief executive Sinead Boucher of delivering an “insulting” pay offer and selling out staff after taking a “secret payday” from Trade Me.
The two-hour strike involved pickets in Auckland, Hamilton, Wellington, and Christchurch. Some staff held signs reading “Sinead got Stuff. We got stuffed.” E tū union delegates accused Stuff of attempting to break up the collective contract by splitting staff into two groups: Masthead Publishing and Stuff Digital. The union said this was a hardline move to dilute bargaining power.
Stuff owner, Sinead Boucher appears to be playing hardball with journalists who are going on strike over an 'insulting' pay offer. In 2021 Boucher claimed she was gifting 10% of the company to staff.
— Suit and tie (@Suitandtie9999) August 28, 2025
Company records show Stuff is owned by a holding company, of which Boucher… pic.twitter.com/goDlJWMBVk
“Stuff journalists have taken hit after hit to get Sinead Boucher’s company through hard times,” said E tū delegate Tom Hunt. “To now be offered an insulting pay rise and see the company trying to split us is disgraceful.”
Another delegate, David Long, declared, “We will not be pushed over by Sinead Boucher.” Sapeer Mayron added the strike followed “years of being undervalued” with real pay falling and no raises during COVID. “Unless Stuff pays us properly, we cannot afford to keep working here,” she said.
The strike follows news that staff were seeking a 6.5 percent increase. Union members argue the company’s efforts to project progressive values are at odds with how it treats its newsroom.
Stuff rejected the accusations, saying the union was spreading “deliberate untruths”.
“It is disappointing to see two journalists mischaracterise the issues in this manner,” the company said.
Contract negotiations between Stuff and E tū remain ongoing.