New Boomtown chair Nathan Patrick takes aim at metro mindset

Boomtown has appointed Nathan Patrick, Nine Commercial Director – Regional, as its new chairman, effective 10 August. He replaces Andrew “Billy” Baxter, who will focus on the international growth of the 24 Hour Business Plan and other board roles.

Patrick will retain his position at Nine while leading the regional media collective. His appointment puts a regional television executive at the head of Boomtown’s push for greater national advertising investment outside the capital cities.

READ MORE: Are you deliberately ignoring 37% of Australia?

READ MORE: Why regional Australia has become TV’s most overlooked growth play

Taking on the metro mindset

Patrick has nearly two decades of industry experience across WIN Television and Nine. His previous roles include Sydney Sales Director and Commercial Director at WIN, followed by a regional television leadership position at Nine.

He has worked with Boomtown since its inception and served on its SteerCo. The collective represents 10 million Australians living outside the five metro capitals and says regional audiences account for 37 per cent of the population.

“I’m honoured that the Boomtown collective has entrusted me with the role of Chairman,” Patrick said. “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.”

Patrick’s focus for Boomtown

Patrick said regional Australia was now a $250 billion consumer market, citing the Boomtown Spend Snapshot. Produced with CommBank iQ, the report found regional consumers consistently spent more across groceries, petrol, home and lifestyle categories.

“The data demonstrates the real growth opportunity for brands that can step outside of the metro mindset,” Patrick said. “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.”

Baxter hands over the chair

During Baxter’s tenure, Boomtown launched the Boomtown Spend Snapshot and established the Boomtown Insiders advisory council. The collective also grew its Masterclasses, which aim to build regional media knowledge among emerging industry talent.

“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.

Baxter said he would remain a supporter of regional media after leaving the role. Patrick’s appointment takes effect on 10 August.