Tributes are flowing for a Tauranga man described as a 'media pioneer”.

Sun Media co-owner and director Brian Rogers passed away this week, following a five year battle with cancer.

Following news of his death, people have shared their memories and thoughts of Brian, aka Roger Rabbits.

Former National Party leader Simon Bridges – a contributor to The Weekend Sun for many years in his capacity as MP for Tauranga – paid tribute to Rogers' 'laugh-out-loud but cutting” style.

'Brian was an independent media pioneer who managed to be hugely successful in the business year after year when many others couldn't,” says Simon.

'This was through business savvy, providing readers with what they wanted - as radical as that was - and his wicked sense of humour. His Rogers Rabbits column was often laugh-out-loud funny while cutting all at once.

'Brian was also a guy with a fiercely strong sense of justice. While not everyone would always agree with him, he knew where he stood and would stand his ground on things that mattered.

'He was also a strong family man and my heart goes out to them right now. We will all miss him.”

Bay of Plenty MP Todd Muller has also penned a regular column for The Weekend Sun, and hails Brian for 'showcasing the best of us” through local journalism.

'Brian was a man who loved his community,” says Todd.

'He was passionate about giving a voice to our successes, challenges, wisdom and idiosyncrasies.

'He was particularly interested in the often overlooked stories of locals showcasing the best of us. He was a smart businessman who loved his community and had a very witty sense of life. I miss his Rogers' Rabbitings.

'He will be missed, and my deepest condolences go to Claire and their wider family.”

The Weekend Sun became a regular winner at the annual New Zealand Community Newspaper Association awards across various categories, and president David Mackenzie recognises the part Rogers played in producing such consistency.

'Brian was a stalwart of independent community newspapers and the role that they play.

'He was a loyal supporter of the association and active in many ways.

'To have the initiative to start a paper like The Weekend Sun from nothing, and to build it up to what it is today with the loyal following that it has, needs to be recognised, as does Brian's focus, dedication and passion.

'It's the love and the energy from both Brian and Claire that has kept the paper going. In a challenging time for the industry it has continued to thrive. My deepest condolences go to Claire and her family.”

As well as his role in local journalism, Brian was a qualified skipper, a keen musician and a frequent fisherman and kayaker in the waters of the Bay of Plenty and Coromandel.

A service for Brian will be held at The Holy Trinity Anglican Church, 215 Devonport Rd, Tauranga, on Saturday, September 24, at 2pm.

For Livestreaming Link please contact don@legacyfunerals.co.nz

Communications to the Rogers Family, c/o Box 3136, Greerton, Tauranga 3142.

-Additional reporting by Dan Sheridan/Stuff.