Evidence Of Continued Strength In Fairfax mags
Embargoed until 12pm, 14th August 2003
Surveys Evidence Of Continued Strength In Fairfax magazines
Readership of Fairfax New Zealand magazines is again increasing, with the latest surveys showing public endorsement of NZ House & Garden as the country’s most read home and lifestyle title with a readership lift of 8% year-on-year.
Nielsen Media figures just released demonstrate continued dominance for some of New Zealand’s leading magazines. Cuisine, NZ House & Garden, and Boating New Zealand are among the Fairfax publications that New Zealanders keep looking to, to inform, enlighten and entertain.
The survey period for July 2002 – June 2003, covering people aged 10+ shows that Cuisine readership has again increased a massive 18.9% year-on-year. Circulation suffered a small drop due to a soft market for issue 98 but Cuisine’s 100th issue has an outstanding 45,000+ subscribers, a record for the magazine, and indicates consistency of performance. Readership of Boating New Zealand increased by 22.9% year-on-year.
These trends are also reflected in the circulation figures from the Audit Bureau of Circulations for January to June, which show that lifestyle and niche publications continue to strengthen.
Fairfax Magazines General Manager Sarah Sandley said the figures clearly demonstrate the high demand within the New Zealand market for quality magazines that have high levels of New Zealand content.
“These surveys again show that our magazines are continuing to meet market expectations and highlight the fact that New Zealanders have a real appetite for high-quality reading.
“NZ House & Garden’s circulation was steady, showing just a slight drop. However, its increased readership was achieved in a crowded market, signifying that this title is definitely retaining its dominant position.
“Style had excellent support from advertisers and an extremely encouraging 16.3% circulation increase. This survey did not cover the new-look Style launched earlier this month. The new design is getting a positive response from our readers so we will be looking to build on this result.
“Our newest title, onHoliday, is proving to be very successful. Now quarterly, its circulation increased to 21,014 – up 4.6% on its initial audit. It has attracted a high number of subscribers for such a new magazine and recorded a very credible first readership result.
“Market feedback is extremely positive, revealing that readers are taking it well beyond a one-off read, using it as a resource to plan their trips and holidays.
“Boating New Zealand’s readership has reached a stunning 193,000. Advertising support for the magazine has been has fantastic and we expect this to strengthen even further with the changes we are making to the magazine such as improved layout and better paper quality.
“NZ Horse & Pony is also going from strength to strength. The strong platform established by previous editor Joan Gilchrist, has been built upon by new editor Sally Usher. There was a14.8% lift in readership and 11.3% increase in circulation, which is a stellar result.
“Response to the redesigned NZ Trucking masthead and more substantial format with the inclusion of Truck & Machinery Trader has been excellent as well, as reflected in the 10.1% circulation increase to 10,005.
“We are confident that our approach to the niche publications is right on target.”
“TV Guide has remained steady as one of New Zealand’s most read newsstand magazines and this is significant, particularly with the level of competition in the TV listings market.
“NZ Gardener continues to attract large numbers in a strong niche market for New Zealand’s enthusiastic and passionate gardeners. The re-design has improved the advertising environment and the surveys are indicating that circulation falls experienced in the past are behind us, with stability as we move forward.
“Our contract publications, AA Directions and Skywatch have continued to win increased readership, both up 3.6% and 4.9% respectively year-on-year.
“We appreciate and value the continued loyalty from our readers and advertisers. These survey results are overall evidence that Fairfax Magazines provide the preferred advertising environments and are satisfying readers’ appetites for high-quality publications,” Ms Sandley said.