Itamar Mainemer on Leaving News 12: 'When Your Child Is in Danger, You Realize Life Is Too Short'
After 11 years at News 12, Itamar Mainemer has left to pursue independent consulting. The move was driven by burnout, a desire for financial independence, and the ongoing health challenges of his young son, Roni.
At the end of June, Itamar Mainemer, 35, from Givatayim, a married father of two, concluded his 11-year tenure at News 12. Since then, his days have been packed with meetings with entrepreneurs and CEOs. His decision to leave the news industry stemmed from several factors: burnout after three years of constant war coverage, the lung disease of his young son Roni, born at 29 weeks, and a desire for financial independence.
His colleagues were supportive, understanding his need for a change. "After more than a decade, these aren't just employees; they are real friends and family. They accompanied me through Roni's health struggles," Mainemer explains. While the company offered him reasons to stay, he felt it was time for a new challenge.
A Career Built on Curiosity
Mainemer’s affinity for media began at home, but a chance encounter with the late Roni Daniel during his military service in the Nahal brigade solidified his path. He started in 2015 as a field researcher for the 2nd Channel, often working undercover to secure exclusive stories. He later became a technology reporter for News 12, where he thrived as a "one-man show" in economic reporting.
When the war began on October 7, his role shifted overnight. "I became a war reporter for an unlimited period," he recalls. Having lived in Kibbutz Nahal Oz during his service, the personal losses he witnessed made the period profoundly difficult.
A New Path: Independence and Consulting
Mainemer now focuses on independent content creation and strategic media consulting. He is a strong proponent of "Founder-Led Marketing," helping tech leaders build their personal brands. "Today, people buy Elon Musk, not just Tesla," he notes.
By leveraging AI tools, he manages his business efficiently without a large staff. "The invoices I issued in my first month out of the newsroom almost equaled a year's worth of work," he says. He believes that in the AI era, the role of trusted journalists who can cut through marketing noise is more vital than ever.
Family and Priorities
His son Roni’s health battle—requiring 24/7 oxygen support—has fundamentally shifted his perspective. "When a child is fighting for their life in intensive care, everything takes on different proportions. You realize life is too short, and you need more control over your own time," Mainemer says. Despite the challenges, the family maintains as normal a life as possible.
Regarding the future, Mainemer remains open-minded. While he has many startup ideas, he is currently focused on helping others tell their stories. "I’m good at distilling messages and creating connections. For now, that’s where I want to operate."
