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AA Directions sees big jump in readership
AA Directions editor Kath Webster
The AA’s lifestyle, travel and motoring magazine, AA Directions has seen a big jump in readership.
The Nielsen Consumer and Media Insights survey showed AA Directions’ readership growing from 772,000 to 816,000 between April 2024 to March 2025.
AA Directions editor Kath Webster says: “In a time when digital news and information is constantly at our fingertips, it’s heartening to see New Zealanders are still seeking the comfort of settling down with a real magazine.”
Ideal for advertisers
AA’s 1.1m member base has made AA Directions an effective advertising medium.
“Because of the wide range of content featured in the magazine, AA Directions is a natural fit for advertisers across a range of sectors looking to reach a highly engaged audience spread right across the country,” says Webster.
“As a Kiwi-owned member organisation we love showing the colour and diversity of the communities AA operates in. A subscription to AA Directions is just one of the many benefits of being an AA member, so we love our members to see themselves in our pages.”
Topics that inspire
The latest AA Directions issue for Autumn 2025 focused on solutions and exploring the ways entrepreneurial Kiwis have created clever fixes.
“People come up with creative, innovation solutions for all sorts of reasons,” says Webster.
“Sometimes it’s a seed to a new business, for others it may not be commercial, rather it’s a social good they’re contributing to.”
The growth in readership reflects a general positive trend across the board, with Nielsen’s survey reporting increased numbers across a range of Kiwi magazines covering various topics and audiences.
The winter issue of AA Directions is out early July.
