Boomtown, the media industry collective representing the 10 million people living in regional Australia, today announced the appointment of respected TV sales executive and regional media specialist, Nathan Patrick, as its new Chairman.
Patrick is a highly experienced media executive, with nearly 20 years’ experience in television sales and management.
He takes on the role as Boomtown Chairman in addition to his current role as Nine Commercial Director – Regional, as incumbent Chair Andrew “Billy” Baxter steps down to focus on the international growth of his business, the 24 Hour Business Plan, as well as other Board roles.
Patrick is a regional media specialist and advocate with nearly two decades of industry experience across WIN Television and Nine. After holding pivotal leadership roles at WIN – including Sydney Sales Director and Commercial Director – he transitioned into a regional TV leadership role at Nine. A passionate champion for the sector, Patrick has been involved with Boomtown since its inception, serving on the SteerCo to promote the value of regional media to national advertisers.
At Nine, Patrick has been involved with Boomtown since its inception, as a member of the collective’s leadership committee to champion the value of regional media to national advertisers.
“We are delighted to announce Nathan as Boomtown’s new Chairman,” the Boomtown collective said.
“Throughout his career, Nathan has been a passionate and highly respected advocate for Boomtown and regional media. He has consistently championed the value and potential of regional Australia to brands, agencies and the broader media and marketing industry.
“Appointing an internal Chair brings Boomtown’s wealth of regional knowledge and industry expertise even closer to the centre of its decision-making and harnesses the collective’s unrivalled regional expertise. Nathan’s deep understanding of the regional media landscape, combined with his longstanding commitment to Boomtown, makes him the ideal person to represent and champion Boomtown to continue driving increased advertising investment into regional Australia. We would also like to sincerely thank outgoing Chairman Andrew ‘Billy’ Baxter for his passion, advocacy and leadership during his tenure.”
Commenting on his appointment, Patrick said:“I’m honoured that the Boomtown collective has entrusted me with the role of Chairman. Having spent nearly two decades in regional media, I’ve seen firsthand how Boomtown has transformed perceptions of regional Australia and firmly established it as a key and growing market for advertisers.
“The opportunity ahead is enormous. Regional Australia is now a $250 billion consumer market,* with some of the strongest household balance sheets in the nation and spending power that outpaces metropolitan Australia across multiple categories*. Regional Australians don’t just have the capacity to spend; they spend with confidence.
“The data demonstrates the real growth opportunity for brands who can step outside of the metro mindset. By ignoring regional Australia, brands risk leaving 37% of the population behind.
“My focus will be ensuring even more brands recognise the commercial opportunity that exists beyond the capital cities.”
During his tenure at Boomtown, outgoing Chairman Andrew ‘Billy’ Baxter led several initiatives including the landmark Boomtown Spend Snapshot report, created by Boomtown in partnership with CommBank iQ, which found that regional consumers consistently outspend across major categories, including groceries, petrol, home and lifestyle, with many categories also recording faster growth in regional areas.
He was also involved in the formation of the inaugural Boomtown Insiders advisory council, designed to nurture budding industry talent, encouraging them to be lifelong advocates for regional media, as well as helping to grow Boomtown’s successful Masterclasses.
“It’s been an absolute privilege to lead the Boomtown collective over the past year and to work alongside such a passionate group of people who are deeply committed to championing regional Australia,” Baxter said.
“I’m incredibly grateful to our members and to our Marketing Lead, Francesca Ryan, whose passion, dedication and tireless work have been instrumental in growing Boomtown’s impact and ensuring regional audiences receive the recognition they deserve.
“I leave the role immensely proud of what we’ve accomplished together and with complete confidence in Boomtown’s future. I’ll continue to be one of regional media’s biggest supporters and look forward to celebrating the collective’s many successes in the years ahead.”
Patrick’s appointment is effective from 10th August.