Metropolitan Dailies Bucking International Trends
Friday 25 August 2006
New Zealand Metropolitan Dailies Bucking International Trends
The latest Nielsen Media Research readership figures demonstrate that New Zealand's five major metropolitan1 newspapers are significant shapers of public opinion with, on an average day, 1,181,000 people reading them. This is 16,000 more readers than the same period last year. The Dominion Post and The Press continue to be the drivers of Metropolitan1 readership (15+) growth up 18,000 and 11,000 respectively.
The Waikato Times increased its weekly reach within Hamilton to 74.1%. The New Zealand Herald's readership declined 14,000 confirming a trend that is evident throughout the Auckland market.
Sandra King, Fairfax Media Group Sales & Marketing Manager, says "Internationally, readership of quality newspapers is in retreat in the face of competition from new communication vehicles based around the internet. These readership numbers show that New Zealanders are going against that international trend. It demonstrates that contrary to popular belief, the importance of the major metropolitan newspaper is far from over," says Ms King.
"Plus, the level of unique browsers on Stuff, Fairfax's award-winning News website, and the web editions of our newspaper mastheads have grown by 26.3%* to 1,266,989 when comparing July 2006 to the same time last year."
Average issue readership of all daily newspapers 15yrs+ was up by 19,000 at 1,608,000.
"It underlines the insatiable appetite of New Zealanders to utilise both traditional press options together with new media channels for quality news, interpretation and information," says Ms King.
Bucking the Auckland trend of declining readership Fairfax Media's Auckland Suburban Newspapers also increased their weekly readership by 7,000 to 707,000 people 15yrs+. When the extended footprint of the Rodney Times and The Coaster is included, the Auckland Suburban reach jumps to 740,000.
Based on average issue readership, 64.1%^ of those living in Auckland aged 15yrs+ read a Fairfax Auckland Suburban paper.