Goat’s latest audio pivot leads to more job losses at Nova

Multiple employees working for NOVA Entertainment’s millennial news and pop culture portal Goat have lost their jobs as the network looks to reduce its overheads, Radio Today can reveal.

The youth site was first announced in March 2018, just months after Pedestrian launched their own millennial news site, Pez. It was Nova’s biggest investment in a digital product to date.

Radio Today understands that about five editorial staffers assigned to Goat were made redundant over the past week as the youth brand pivots towards more audio-based content.

A spokesperson for the broadcaster confirmed the changes on Thursday (August 20), with chief digital officer Fayad Tohme saying Goat has “performed strongly with its target audience”.

“COVID has accelerated consumer adoption of digital audio enormously, and nowhere is this more evident than in the media habits of millennials,” Tohme said.

“In response, we are shifting GOAT’s content format from an editorial focus to digital audio – an area of core strength for NOVA Entertainment and one with strong appeal for our audience.

“Connecting with millennials in an authentic way is critical to NOVA Entertainment’s success and that of our clients, ” Tohme said, adding that Goat will continue to create digital audio content.

Nova appointed former mX Sydney editor Melissa Matheson as the portal’s editor almost two years ago. She left the business last month to join Pedestrian Group as head of editorial.

The mobile-only site was developed to match Australia’s dramatic shift to mobile devices after a Deloitte study found that smartphone penetration had reached 95% for millennials.

A desktop version of the Goat platform was later launched to grow the site’s reach. Two podcast series’ were also introduced, including It’s Been A Big Day For and Thinking Between the Thighs.

Nova’s spokesperson confirmed both Goat podcasts will continue to be produced in-house.

As first reported by Radio Today, Nova is the latest commercial radio broadcaster to reduce its headcount amid a weak advertising market propelled by the global health crisis.

Cathy O’Connor, Nova’s chief executive officer, said the business plans to reduce costs by nine per cent across all divisions. About 70 employees will be affected following an internal review.

All staffers were notified during a virtual Town Hall meeting last Tuesday (August 11) and will be notified of their future with the broadcaster following a five-week consultation process.

O’Connor revealed the business has suffered an estimated fall in revenue of over 25% this year.

NOVA Entertainment also made about 15 staffers redundant last November.