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Survey - Majority Of Kiwis Are Newspaper Readers


Survey Confirms Majority Of Kiwis Are Newspaper Readers

The latest ACNielsen readership results confirm that the large majority of New Zealanders fifteen years and over, read a daily newspaper on a typical day. Average Issue Readership moves to 57% nationally or an average of 1,589,000 readers each day (shifting down 1% on the previous year). Weekly readership is consistently strong with daily newspapers offering advertisers the opportunity to reach and persuade 8 out of 10 New Zealanders 15 yrs+ in a typical week. This cumulative reach figure has remained relatively unchanged over the past five years, demonstrating that dailies are an essential part of the fabric of our communities.

As always with new results there have been some individual paper gains and losses by various targets. Dailies retain extremely high readership by those consumers with more spending power. On a typical day, daily newspapers are read by; two thirds of those in the top three occupations and those with Household Incomes $60K+, 71% of those with Personal Incomes $40K+, 80% of Top Tags, 65% of Primary Household Shoppers with Household Incomes $40K+ and 63% of Socios-economic levels 1-3. Regional MAX newspapers continue to demonstrate readership strongholds in their markets, particularly in the Central & Southern regions which show penetration gains. As a group Regionals combined remain steady at 24% Average Issue Readership nationally by those 15 years and over. The Met papers are read by 39% of our fifteen plus population on a typical day (shifting down 1% on the previous year). Using the latest figures a Standard MetPak buy of 2 insertions in each of the Met papers will have the opportunity to be read and acted on by 69% of Met dwellers 15 yrs+ with close to half, having the opportunity to see both ads. (Based on Wednesday & Saturday editions).

Equally important as the sheer numbers reached by daily newspapers, is the quality of reading and media relationship. By readers 15 years plus, the average time spent reading a weekday edition is 37.6 minutes, up nearly 5 minutes on results from the first half of 1998, similarly readership of a Saturday edition, is now just over the one hour mark, also up on previous measures!

A new study into the effectiveness of various media as a main source of information and advice for purchasing products, demonstrates a preference for dailies. Respondents were asked to select a main media source from dailies, radio, tv, direct mail and free papers. Dailies rated the highest for groceries/meal ideas, home improvements/ appliances, gardening, computers/software, clothing, department stores, travel, new/ used cars, insurance services and banking/money lending.

Maurice Mehlhopt, Executive Director of the Newspaper Advertising Bureau, has this to say "If you're looking for real accountability and have a client in mind, we would like to work with you to put together an impact study to prove the value of press advertising. We're so convinced our medium stacks up, that we have specifically set aside a research budget to undertake effectiveness case studies- whether that be branding or retail."


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