Having already hit its stride in Auckland, Bauer Media’s Paperboy is set to test the waters in Wellington and Christchurch with two special, month-long issues.
Launched only nine months ago, the free weekly magazine focuses its content on urbanism, food, culture and style, and is pitched at a youthful ‘urban adventurer’ keen for new experiences.
Stuart Dick, sales director for Paperboy, says it’s amazing this has happened so quickly.
“Our intention is to take over the world, but this is a good model to release out to other cities in New Zealand, Australia and beyond.”
There will be a print run of 30,000 issues per city, with launch dates of September 7 in Christchurch and October 26 in Wellington.
Editor Jeremy Hansen will be in charge of the one-off editions, with Auckland team members visiting the cities to get content, and featuring contributions from locals.
“Paperboy positions itself as being part of the community, with genuine voices,” Dick says.
Putting out an edition in Christchurch is especially exciting for the publication.
“[It] has been through a difficult time in recent years but there is a lot to be proud of in Christchurch. As the rebuild continues we want to part of it,” he says.
The publication also dedicates four pages to feature content from the New York Times, which will appear in the special editions.
The publication will be distributed through a carefully targeted letterbox drop as well as a little bit of street distribution in a bid to reach the younger target market.
Following the trial, Dick says there will be a survey to get people’s thoughts on the edition but the final decision to continue would depend on advertising support.
“The response so far has been encouraging. It’s an exciting proposition, we hope the cities receive it in that way.”