Regional Isn’t a Checkbox on a Media Plan. It’s an Opportunity to Think Differently
When I joined the Boomtown Insiders program, I expected to leave with a stronger understanding of regional media. What I did not expect was for it to challenge the way I think about planning more broadly.
Throughout the program, from the Newcastle workshop to later industry conversations and learning sessions, one message kept coming through: regional Australia is not simply a coverage extension or a “rest of Australia” audience to add at the end of a plan. It is made up of distinct communities, local economies, media habits and trusted voices.
That may sound obvious, but in the pace of agency life, obvious things can be easy to overlook.
We work in an environment of competing priorities. There are client objectives to meet, budgets to manage, procurement processes to navigate, measurement frameworks to satisfy and timelines that rarely get any longer. In that context, it makes sense that we often look for solutions that feel efficient, familiar and easy to compare.
But efficiency shouldn’t come at the expense of curiosity.
One of the most interesting insights I picked up during my time as an Insider was the scale of the opportunity outside the capital cities. CommBank iQ research highlighted that around $250 billion in annual spending power sits outside Australia’s capital cities. That is not a niche audience. It is a significant part of the Australian economy, with audiences whose lives, priorities and purchase decisions cannot always be understood through a metro lens alone.
For me, that does not mean every brief needs a regional solution. It means regional should be considered with the same strategic intent we bring to any other audience decision. Who are we trying to reach? What matters to them? What role can media play in their lives? And are we looking at the opportunity with enough nuance?
The most valuable part of Boomtown Insiders was the chance to step into another part of the industry’s shoes. Hearing directly from regional media partners gave greater context to the challenge of creating solutions that are locally relevant, commercially viable and practical to deliver. Equally, it created space to share the realities agencies are balancing on behalf of clients.
That shared understanding is where better work starts.
The strongest agency and media relationships are not transactional. They are built through openness, early conversations and a willingness to solve the brief together, rather than simply responding to it. When media partners understand the real business challenge, and agencies understand the strengths and constraints of the channels available, the result is more thoughtful planning and better outcomes for clients.
My biggest takeaway is simple: making room for perspective. Ask more questions. Look beyond the default answer. And spend time with the people who see audiences from a different angle.
Programs like Boomtown Insiders are valuable because they do exactly that. They create the space to learn, challenge assumptions and build the kind of relationships that make our industry better. You may join for the regional media insights, but you’ll leave with a fresh perspective on what great collaboration can achieve.