Print sector arms race heats up, new readership figures used for self-praise and propaganda

  • Marketing
  • May 31, 2010
  • Ben Fahy
Print sector arms race heats up, new readership figures used for self-praise and propaganda

The latest Nielsen Media Research data for readership numbers in the 12 months ending March 2010 has been released, and so has the obligatory combination of excessive adjective use, trumpet blowing, chest beating, questions about the research methodology, some oft-times fairly creative use of statistics and, if you look at the image above this paragraph, funny pictures of people with very white teeth who smile when they read.

Anecdotally, there seems to be a new found sense of optimism across the print sector and, mostly, the figures show the pendulum is starting to swing in the right direction.

APN is the pick of the bunch: the New Zealand Herald has strengthened its position as New Zealand’s best-read newspaper with a readership of 582,000 and it's also the country’s fastest growing paper with an increase of 22,000 readers.

The New Zealand Woman’s Weekly remains number one in the weekly magazine category and the Herald on Sunday dominates Sunday newspaper readership in the Northern region, from Taupo north.

With readership growth in every category and APN publishing brands now reaching 2.2 million New Zealanders on a typical day, publishing chief executive Martin Simons says the news is encouraging and "demonstrates the confidence New Zealanders have in the printed medium and in our titles".

Herald readership on average is 582,000, 37,000 higher than any daily or weekly newspaper in New Zealand. And the Weekend Herald is averaging 625,000 readers, 80,000 more readers than any other paper, with the overall brand audience (those who read across the printed and online edition of the paper) growing by 44,000 year on year to reach 721,000 on a typical day.

Simons says print readership increases have been driven by the success in APN’s subscriber acquisition programme, which accounted for more than half its daily circulation.

“A strong subscriber base delivers a more frequent and highly engaged audience across every day of publication, which is extremely valuable for our advertising clients,” he says.

Things are also going well in terms of the Herald’s newspaper inserted magazines: Canvas increased readership by 16,000 to 433,000 and Time Out, delivered in the Thursday edition of the paper, added 43,000 readers to reach 393,000. Friday's Business Herald, with a readership of 385,000, now has five times as many readers as any other weekly business magazine (interestingly, the National Business Review's print numbers aren't looking very healthy, with 14,000 fewer readers than the year previous, which possibly puts its recent claims about the number of paid online subscriptions it had gained into perspective).

The New Zealand Woman’s Weekly is up 19,000 to 814,000 readers, making it New Zealand’s best-read newsstand magazine with more than 31,000 more readers than its nearest weekly competitor (although it is still 31,000 fewer readers than it had in April 2008).

Fairfax Media doesn't have quite as much to crow about (aside from the success of stuff.co.nz, which recently overtook nzherald.co.nz as the most read news site in New Zealand) but says an increased focus on local content has helped newspaper growth for The Dominion Post, The Press and Waikato Times.

The Press increased its readership period-on-period by 3,000 readers aged 15+ in the Christchurch area, with a 2.9 percent increase year-on-year in the number of readers in the Christchurch area across the Monday-Friday editions. The Waikato Times now reaches 104,000 Kiwis.

The Dom Post increased its numbers slightly, with 249,000 readers on an average day. And, in its core Wellington area, it gained an extra 1,000 readers and now reaches 144,000 Wellingtonians.

On a national scale, The Sunday Star-Times took the most well read Sunday newspaper medal with 562,000 readers aged 10+. But it's a hollow victory, as it has lost 18,000 readers since last year and 40,000 since the 2008 figures. Sunday magazine also performed poorly, down 17,000 on last year.

In the Fairfax Magazines stable, there was an additional 12,000 readers year-on-year. NZ Gardener was the star performer with a readership of 320,000, a 11.5 percent year-on-year increase. And Lifestyle Block also performed well to reach 64,000 readers, an increase of 14.3 percent year-on-year.

ACP Magazines says its performance has defied the doomsday prophesies and, with growth of one percent in gross magazine readership, the total market is now on the right side of the ledger.

Overall, almost half the company’s titles increased their readership, with some of the biggest increases in readership coming from Lucky Break, HOME New Zealand and Your Home & Garden. ACP can also boast the top two best-selling monthly magazines – Next and The Australian Women’s Weekly.

ACP Media chief executive Paul Dykzeul says the figures are a tribute to the talent and hard work of committed people across the company.

"The fact that magazines outstrip television for reach in some areas is a clear message from consumers to advertisers about where the dollars are going to get the best return on their spend.”

All up, ACP titles are read by 2.9 million New Zealanders every year, with nine out of 10 women in New Zealand reading one of its titles in a year. And the ladies have been doing a  bit more reading (or, mostly, looking at pictures of Brangelina) recently: the weekly women’s titles sector has grown by 2.7 percent and ACP claims its titles have created 40 percent of the growth.

Woman’s Day increased by three percent, or 23,000 readers, to 783,000 readers. And the readership gap between it and the closest competitor, New Zealand Women’s Weekly, is closing and is now the smallest it has ever been.

Lucky Break continues to build on the success of its launch and ACP claims it has had the biggest readership growth of any weekly title within the past 12 months, up 30 percent for a total readership of 123,000. And it's the fourth consecutive period in which the readership has grown.

However, Tangible Media's weekly street mag and gig guide The Groove Guide delivered a 40 percent readership increase in the last year, with the weekly audience jumping from 20,000 to 28,000 per week. NZ FishingWorld and NZ Rugby World also posted some positive numbers.

The Home, Garden and Lifestyle category was a growth area, increasing seven percent in gross readership compared to the same period last year and showing that titles offering practical advice in TDT (these difficult times) is highly sought after.

Healthy Food Guide continued its charge, adding an additional 27,000 readers, Your Home & Garden gained 17,000 readers (seven percent growth) and HOME New Zealand grew its readership by 10 percent over the past 12 months to reach 74,000 people.

For statistics trainspotters and lovers of comparative charts, download the PDFs. Magazines_ComparativesNewspapers_Comparatives

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

  • Awards
  • September 13, 2019
  • StopPress Team
DB Breweries wins Supreme Award at TVNZ-NZ Marketing Awards

DB Breweries has taken out the Supreme Award at this year’s TVNZ-NZ Marketing Awards for their ‘Reviving a Legend - Tui's Stepchange Into RTDs’ marketing initiative. Meanwhile, Jo Mitchell from McDonald’s New Zealand was celebrating her Marketer of the Year win and Philip Poole was inducted into the Marketing Hall of Fame.

Read more
2019 Winners
news

2019 Winners

These companies showed us how they put their tools to use and have been crowned winners at the 2018 TVNZ-NZ Marketing Awards.

Commercial radio survey: The Edge holds strong at top spot

  • Media
  • September 12, 2019
  • StopPress Team
Commercial radio survey: The Edge holds strong at top spot

The results of the third GfK Radio Survey for 2019 are out and The Edge is holding strong in top position for commercial stations, with a weekly cumulative reach of 590,800 listeners. These listeners contribute to the 3.3 million New Zealanders who listen to commercial radio in their everyday lives.

Read more
topics
Story IQ
Story IQ
Story IQ is a brand story consultancy. We help brands uncover the hidden, untold stories ...
Up-and-Comers
Up-and-Comers
We give the mic to the industry's future leaders to hear their thoughts on media, ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Warmer Kiwi Homes and Clemenger BBDO preach more heat for less effort

  • Advertising
  • September 12, 2019
  • StopPress Team
Warmer Kiwi Homes and Clemenger BBDO preach more heat for less effort

Clemenger BBDO and Warmer Kiwi Homes have banded together to promote the second phase of the Warmer Kiwi Homes grant.

Read more

Pak'nSave wins August's Ad Impact Award

  • Ad Impact
  • September 11, 2019
Pak'nSave wins August's Ad Impact Award

August was an amazing month for advertising and choosing a winner of the Colmar Brunton Ad Impact Award was a difficult task. This month, the honour goes to PAK’nSAVE with their latest advertisement ‘Saveyest Country’.

Read more
voices

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Industry leaders on the future of media
features

Industry leaders on the future of media

We asked some smart folk across the industry for their thoughts on some of the industry's hot topics.

Creativity first: Lumo’s challenge to the industry
Sponsored content

Creativity first: Lumo’s challenge to the industry

Wanting to inspire and celebrate dynamic and interactive creativity in the digital outdoor space, Lumo has created The Pixel Awards. StopPress sat down with co-founder and chief executive Phil Clemas to talk digital opportunities, breaking down barriers and growth.

Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

  • Advertising
  • September 10, 2019
  • StopPress Team
Hold onto your hats: Meridian Energy and Garage Project launch a homage to windy Wellington

Meridian have teamed up with Garage Project brewery to launch Turbine Pale Ale and introduce the energy company’s new renewable energy certification.

Read more

Movings/Shakings: 10 September

  • Movings/Shakings brought to you by Marsden Inch
  • September 10, 2019
  • StopPress Team
Movings/Shakings: 10 September

Industry happenings at Mission Estate Winery, 99 and Stuff.

Read more

Ads of the week: 10 September

  • TVC of the week
  • September 10, 2019
  • StopPress Team
Ads of the week: 10 September

Te mahi pai (good work) to Pepsi NZ, Meridian and Garage Project, Augusto and the Māori Language Commission, and Dettol.

Read more

Sweetshop & Green production company launches in New Zealand

  • Agency
  • September 10, 2019
  • StopPress Team
Sweetshop & Green production company launches in New Zealand

Two international companies, Sweetshop and Green Productions have joined forces to launch Sweetshop & Green into Australia and New Zealand. The new company has a focus to bring small and large scale tv and film productions to the country.

Read more

Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

  • Advertising
  • September 10, 2019
  • Courtney Devereux
Not Tu Meke of a challenge: Māori Language Week kicks off with a pesky Australian

Aiming to get New Zealanders to speak more te reo Māori than a native Australian bird, Augusto and the Māori Language Commission have issued a fairly easy seeming challenge to Kiwis.

Read more

John Miles steps into CEO role for the Marketing Association

  • Marketing
  • September 10, 2019
  • StopPress Team
John Miles steps into CEO role for the Marketing Association

The Marketing Association is readying itself this week for a change of hands in the role of CEO. John Miles will step into the position at the end of September, as its current CEO Tony Mitchell prepares for his own departure.

Read more

From PR to Rising Star: Erin Berryman on the magazine industry

  • Media
  • September 9, 2019
  • StopPress Team
From PR to Rising Star: Erin Berryman on the magazine industry

The MPA judges described this year's 'Rising Star', Erin Berryman, as a commercially-focused editor who has demonstrated strategic nous during her site, Beautyheaven, launch and ongoing development. Here, Berryman shares her thoughts on the award and the industry she is rising through.

Read more

"We probably didn’t know what we had till it was gone": programmatic players respond to KPEX closure

  • Advertising
  • September 9, 2019
  • StopPress Team
"We probably didn’t know what we had till it was gone": programmatic players respond to KPEX closure

Last month brought news that KPEX, the Kiwi Premium Ad Exchange consortium created in 2015 by Stuff, NZME, MediaWorks and TVNZ, is to close. The move is the result of changing market demands and shareholder priorities. Following the news, local programmatic players, Kargo and Acquire, have shared their thoughts.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit