He took on the role as online reporter and print contributor for the respected AdNews site and magazine.
While he reported on the rough and tumble world of media buying and television on a daily basis, he also delved into big topics such as programmatic trading, content marketing, and whatever else was on the minds of readers.
He contributed hundreds and hundreds of articles — so below you’ll find two examples of how James was able to follow and develop a story over weeks and months.
After all, it’s the ability to keep a story alive and chase down new angles which separates a writer from a journalist.
SBS vs free-to-air TV
In 2014/15 the Australian government considered legislation which would in effect allow SBS to include more advertising during prime time. Suffice to say, FTA broadcasters weren't fans of the plan.
Below you can find stories James wrote on the issue, tracking the legislation, politics, and personalities behind the headlines.
SBS faces 5% cuts, won't rule out more advertising
Government attacked over SBS cuts
Fear, loathing, and rubbery figures -- the SBS stoush
All eyes to the crossbenches as Labor withdraws SBS bill support
Taxing times
In 2014/15 the media industry faced complications on two fronts -- not only was the government looking to tax 'intangible' assets such as streaming media products (such as the newly launched Netflix), but this had the potential to reach into online advertising.
Meanwhile, global giants such as Google and Facebook were starting to have their books prodded at, leaving the advertising industry, which relied heavily on the tech behemoths, in the dark about their Australian plans.
Below you can find a series of stories James wrote tracking the issues from inception through legislation and senate inquiries.
Government targets online ad dollars with tax
Netflix to bypass GST as tax stoush heats up
Government plays down tax revolution
Tax a "question of morality" - tech giants grilled by senators
Hockey's 'Netflix Tax' could make online advertising more expensive