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Record Readership Growth for AA Directions Magazin

15 August 2002

Record Readership Growth for AA Directions Magazine

AA Directions magazine, the largest circulation magazine in the country, has experienced a dramatic surge in its readership over the last year. The readership has increased by 24%, and now stands at 842,000. The increase is twice that of Next magazine, the other big grower in the 350,000+ reader category.

Managing editor of AA Directions magazine John Cranna said they were delighted with the growth indicated in the latest AC Nielsen survey, which showed a striking increase in interest in the relaunched magazine.

“Over the last 18 months we have reoriented the magazine,” said Mr Cranna, “from a magazine that appealed to an older male group to a magazine that appeals to all New Zealanders. We also redesigned the magazine in a modern and vivacious way. We are now seeing the results.”

The magazine is sent out to 550,000 households of AA members free as part of their subscription.

The latest issue of the magazine, out this week, looks at some of the striking differences between the way men and women behave on the roads. The magazine notes, for instance, that men die on the roads at twice the rate of women, and delves into other differences in the way men and women behave behind the wheel.

Mr Cranna said that there had been a deliberate policy of increasing the range of lifestyle articles in the magazine to appeal to women and men, young and old.

The magazine has overtaken Skywatch and Woman’s Day, and was now challenging NZ Women’s Weekly as the most-read magazine in the country.


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