In this latest installment of *Media Matters*, we have the pleasure of featuring Nicole Abigael, a dynamic journalist and podcast host who has made her mark in the world of digital storytelling. Nicole’s journey into journalism and podcasting reflects a passion for impactful communication and an evolving approach to sharing stories in the digital age.

Having transitioned from a background in marketing, Nicole found her true calling in journalism, where she could dive deeper into stories, uncover truths, and contribute meaningfully to public discourse. Through her work with *Arabian Business* and her podcast, Nicole brings the voices of industry leaders and influential figures to the forefront, creating a platform where complex business stories are told with clarity and authenticity.

In this interview, Nicole discusses the challenges facing modern journalism, from the pressure to be first in an increasingly competitive news cycle to the evolving role of podcasting as a tool for in-depth reporting. She reflects on how her marketing background has enhanced her storytelling, and shares her excitement about the potential for podcasting to further engage niche audiences with high-quality, thoughtful content.

Nicole also shares her perspective on the future of podcasting, offering valuable advice for those looking to enter the field, and highlights the rewarding aspects of both reporting and hosting podcasts. Whether it’s her investigative work as a reporter or her role as a podcast host, Nicole’s career continues to evolve at the intersection of journalism, storytelling, and digital media.

Read the full interview to gain insights into Nicole Abigael’s unique path through journalism, podcasting, and the evolving media landscape.

How did you get started in journalism and podcasting?

Nicole Abigael: Podcasting felt like an extension of this journey. As an avid podcast listener, I’ve seen the medium’s potential to convey powerful messages to targeted audiences. Working with Arabian Business, I’ve had the privilege of interacting with key industry players and prominent figures. Launching a podcast platform seemed like the perfect way to bring those insights to life, and the response has been incredibly encouraging. My work in journalism and podcasting is only just getting started.

What do you think are the biggest hurdles journalism is facing in today’s digital world?

Nicole Abigael: The acceleration of the news cycle and competition for attention has impacted journalistic quality. The pressure to be first often conflicts with the need to be accurate and thorough. Journalists must now navigate producing content across multiple platforms while maintaining editorial standards.

What inspired you to switch from marketing to reporting?

Nicole Abigael: While marketing taught me valuable skills in communication and understanding audiences, I realised my true passion lay in storytelling and pursuing truth through writing. The transition wasn’t something I initially planned – I found myself increasingly interested in going deeper into stories, beyond just the surface-level messaging that marketing often requires. Journalism offered that opportunity: a chance to investigate, to uncover important stories, and to make a meaningful impact through words.

What drew you to podcasting, and how does it complement your work as a reporter?

Nicole Abigael: As my journalism career evolved at Arabian Business, I found myself regularly engaging with industry leaders and influential figures whose insights deserved to be shared beyond the written word. This realisation, combined with my own experience as an avid podcast listener, sparked an exciting possibility: the chance to bring these valuable conversations to life in audio form.

Can you share an interview from your podcast that was particularly rewarding?

Nicole Abigael: What makes podcasting truly special is how each interview reveals unique layers of the human experience. While it would be impossible to single out just one conversation as most rewarding, what strikes me is how each guest brings their own authentic perspective to the table.

What do you enjoy most about each role—reporting and podcast hosting?

Nicole Abigael: What fascinates me about these complementary roles is how they each satisfy different aspects of storytelling. As a reporter, I cherish the investigative process – the careful research, fact-finding, and crafting of narratives that help our readers understand complex business dynamics. There’s something deeply satisfying about taking a complicated story and distilling it into clear, compelling prose that resonates with our audience.

What areas of journalism are you most passionate about covering?

Nicole Abigael: What excites me most about journalism is how different beats and stories interconnect. I find genuine excitement in exploring the full spectrum of journalism. Each area offers unique insights that often unexpectedly complement each other.

What excites you the most about becoming a reporter?

Nicole Abigael: What excites me most about being a reporter is the unique privilege of being at the intersection of important stories and public understanding. Every day brings new opportunities to uncover truths, amplify voices that need to be heard, and help people make sense of the world around them.

How do you think your marketing background helps you understand and engage your audience as a journalist?

Nicole Abigael: My background in marketing has proven to be an unexpected asset in journalism, equipping me with valuable insights into audience engagement and story presentation. While the goals of marketing and journalism are distinct, the skills in understanding and connecting with audiences translate powerfully across both fields.

How do you see the future of podcasting evolving, and what should people entering the field focus on to stay ahead?

Nicole Abigael: Looking ahead, I believe we’ll see increased emphasis on niche specialization combined with high production values. While the barrier to entry for podcasting remains relatively low, the bar for quality continues to rise. The most successful podcasts will be those that not only deliver compelling content but do so with professional polish and a deep understanding of their specific audience.