Readership Results Show Growth In Key Categories

AUCKLAND, 16 August 2001 – More people in New Zealand are reading specialist titles than ever before, according to the latest* national readership survey from ACNielsen Media International.

“There’s been significant growth in targeted categories,” says John McClintock of the Magazine Publishers Association. “It’s great news for the industry that overall readership is stable despite the ongoing fragmentation of media markets and the huge choice available to modern consumers.”

Mass circulation weekly publications remain stable and titles are seeing strong and loyal readership in key demographics. Women’s titles, a key driver of this category, have retained strong loyalty from their primary demographic of female household shoppers.

The home/garden/entertaining category continues its strong performance, now reaching over 30 percent market coverage.

“Growth is being seen from titles regarded as world-class quality while offering relevant local content”, says David Lucas, Group Account Director, ACNielsen Media International.

ACNielsen Media International readership results showed reach in the home/garden/entertaining category increasing for both males and females. Readership is also more predominant in the 30+ age groups and those with higher household incomes.

The other strong performer is the Computer/Internet magazine category which has seen further growth, particularly in those titles focussing on the Internet.

“As the Internet becomes more mainstream, other media are paying more attention to it,” says Lucas. “According to ACNielsen’s **NetWatch survey for Q2 2001 more than two thirds of New Zealanders now have access to the Internet. Our latest research tells us the Computer/Internet magazine category has a market coverage of 18 percent among regular Internet users, and we anticipate continued growth as magazines target this rapidly growing category of consumers interested in the Internet.”

From a channel perspective, magazine dollar value sales have seen significant growth from organised (corporate-owned) service stations. According to ACNielsen ‘s latest scanning sales through service stations, there has been strong performance from all major magazine categories.

ACNielsen, a company of VNU N.V., is the world’s leading market research firm, offering measurement and analysis of market place dynamics, consumer attitudes and behaviour, and new and traditional media in more than 100 countries. Clients include leading consumer product manufacturers and retailers, service firms, media and entertainment companies and the Internet community.

For further information visit http://www.acnielsen.co.nz.

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Source:
*ACNielsen National Readership Survey 2001 No.2
**ACNielsen NetWatch Q2 2001 survey results of people aged 10+ with internet access from any location.
Based on 12,000, fully national, face-to-face interviews, conducted between July 2000 and June 2001.
Independently audited and approved by Datum Consultants.

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