With more than 20 publications – and ODT.co.nz – Allied Media can deliver you the South Island, says national sales manager Nic Dahl.
It’s the 1860s. New Zealand is small and half-built. But Dunedin is booming. Gold has been discovered in Otago and the city is one of the largest in the country. Certainly the wealthiest. It’s no surprise that New Zealand’s first daily newspaper is born here, with the Otago Daily Times first rolling off the press on November 15, 1861.
Advocacy was part of the ODT’s DNA from the start, and it’s still committed to championing the South today. Allied Media publishes more than 20 newspapers – from Blenheim to Bluff – all with that same South Island focus.
It’s why we employ more than 90 journalists across the South Island. A deliberate investment in quality local journalism that reflects how people live, work and play here in the South.
When building your media plans, Allied Media can deliver you the South Island.
Too often, the South is treated as less important than it really is. The South Island has around 23% of New Zealand’s population. That might not sound like much, but it comes with real economic power.
Confident consumers
The South Island consistently punches above its weight when it comes to GDP, household income and spending power. Consumer confidence is strong. People here feel less stretched and spend more.
Canterbury is the largest South Island market and one of the most economically stable regions in the country. It’s leading New Zealand in new builds, and they’re relatively affordable too. That stability means people have money to spend as well as the confidence to actually spend it.
Otago combines strong local economies with high-value tourism. It’s a region with jobs, growth and affluent consumers. Central Otago is one of the wealthiest parts of the country.
Southland is also often underestimated. Strong primary industries, affordable housing and tourism mean households have disposable income. Marlborough and the West Coast continue to outperform, supported by exports, tourism and lower living costs.
Rural audiences are often overlooked. These are high-income households that shop online and invest across vehicles, services, travel and premium goods.
Media consumption across the South is also different. Newspapers remain highly relevant. Readership is stable, trust is high and local titles still play a central role in daily life. In fact, readership of the Otago Daily Times has increased year-on-year, now ranking joint-highest for daily readership in the South Island. At the same time, we continue to invest in digital. This includes a new ODT.co.nz, that brings together news from across our network: the independent voice of the South Island.
What does this mean for media planners? The South Island deserves a proper slice of your budget. It’s a market with confidence and money to spend.
That’s where we come in. Allied Media gives you direct access to these audiences through trusted local titles they actually read, supported by strong digital reach. Your message lands with engaged Southern consumers.
Talk to us about getting your brand in front of the South Island.
Contact Nic Dahl on 0275548512 or email [email protected]
