New Zealand Rugby World was one of the few magazines to defy the overall downward trend in circulation, growing 20 percent for the year ending December 2009.
Well, magazines survive for the most part on the love and attention of their staff. Rugby World’s a good example. The magazine’s publisher Tangible Media is experimenting with regionalising its covers using five Super 14 players to target five regions.
They are: Keven Mealamu (Blues) in Auckland, Richard Kahui (Chiefs) in Waikato, Aaron Cruden (Hurricanes) in Wellington, Robbie Fruean (Crusaders) in Canterbury and Robbie Robinson (Highlanders) in the deep south.
Editor Gregor Paul says the decision to create the multi-cover concept shows the magazine’s commitment to each region and the support the local people offer their team.
“We wanted to offer our readers something special and give them something that was unique to their franchise and its players,” he says.
A sixth compilation cover featuring all five players will be available for subscribers.
US magazines regionalise their magazines all the time, thanks to the scale. But as technology allows printing costs to come down it’s becoming a practical reality for Kiwi publishers too.
And the Hurricanes will smash you all.