18 August 2004

AA Directions Magazine Most Popular Read In New Zealand

The New Zealand Automobile Association’s ‘AA Directions’ magazine has today topped a national readership poll making it the most widely read magazine in the whole country.

Latest figures from the AC Nielsen Nationwide Readership Survey - which was released earlier today - show that AA Directions now has a readership of 931,000 and has surpassed previous front-runners NZ Woman’s Weekly and TV Guide.

In recent years AA Directions has remodeled itself to more of a quality lifestyle magazine and as a result has experienced a 40% increase in readership.

“We are thrilled with the results of the survey which means we are now the most popular read in the country,” says AA Directions Managing Editor John Cranna

“In 2001 the magazine underwent an overhaul. At the time it was the fifth read magazine in the country, with about 600,000 readers. We decided to move to a more inclusive approach that would result in a magazine with wider appeal to a larger audience. Previously we may have been seen as a 'trucks and cars magazine' whereas now we appeal to women and men, young and old. Obviously these changes to AA Directions have been successful and are now paying off”, says Mr Cranna.

The latest edition of AA Directions, which is out this week, celebrates kiwi rituals in the 21st century and looks at quintessential customs as diverse as fishing, tattoos and the hangi. It also takes a hard look at the shortcomings of our State Highway system, and the risks of failing to invest in safety measures on our roads.

ENDS