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New Zealanders Attached To Daily Paper

Newspaper Advertising Bureau

New Zealanders Attached To Daily Paper

The latest Nielsen Media Research National Readership Survey results (July 2005-June 2006) confirm that New Zealanders still have a strong relationship with their daily newspaper. On a typical day, 1,608,000 (51%) people aged 15+ read a daily newspaper*. This is an increase of 19,000 readers on the comparative period July 2004-June 2005.

The weekly audience for daily newspapers also remains at a high level. Each week 2,385,000 (75%) people aged 15+ read at least one issue of a daily newspaper*.

Both Metropolitan and Regional daily newspapers continue to perform well. On an average day 1,112,000 people aged 15+ will read a Metropolitan newspaper, while 637,000 read a Regional newspaper. Across the week more than 1.8million people will read a Metropolitan Daily, while almost a million people (950,000) are reading a Regional Daily.

Daily newspapers are a great medium with which to reach key target audiences. On a typical day daily newspapers are read by:

324,000 (61%) of those in the Top 3 Occupations,
631,000 (55%) of those with Household Incomes $60K+,
764,000 (53%) of Main Household Shoppers,
782,000 (53%) of those in the Top 3 Socios,
808,000 (48%) of All People 25-54,
1,212,000 (55%) of Home Owners.

“With fragmentation increasing across all media, newspapers remain a stable part of the media landscape. They continue to provide consistency in terms of news product, while also developing new and improved lifestyle features and supplements.” Adam Soldinger, NAB Research Manager

The popularity of newspapers as a preferred communication medium is supported by the latest available advertising revenue figures, which report that Newspapers continue to grow having achieved 4% growth YOY (January-July 2005 vs 2006)**. In a flat advertising revenue market, such growth exceeds competing media such as television, radio, magazines and cinema.
Sources:
* National Readership Survey July 2005 – June 2006
** Nielsen Media Adquest Millennium July 2006

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