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SST dominates national market

15 February 2008
Embargoed until midday

Sunday Star-Times dominates national market in latest readership results

* Nearest Sunday newspaper 228,000 readers behind
* 25,000 uplift in readership on previous 12 month result
* Changes to paper find favour with readers

On a typical weekend in New Zealand last year, 585,000 Kiwis read the Sunday Star-Times according to Nielsen’s latest 12 month readership survey*.

The findings put the paper’s readership 228,000 readers ahead of its nearest Sunday competitor, with a rewarding readership uplift of 25,000 since the last 12 month survey result for the period to the end of September**.

Editor Cate Brett says readership is measured on the ‘shareability’ of the paper. “The Nielsen survey assesses how many people read the paper as opposed to how many people buy it. It’s an important difference, and one we’re delighted to be the market leader in.”

“The results of the latest Nielsen’s readership survey show us that the Sunday Star-Times touches more people than any other national weekly paper, and we’re very proud of that achievement.”

Ms Brett says the latest results are payback for a journey the paper started eight months ago.

“By undertaking extensive, ongoing reader panels and focus groups we have developed a comprehensive understanding of what people really want on a Sunday, and we’ve made changes accordingly. We are confident the upswing in readership is an ongoing trend for the Sunday Star-Times.”

Key changes to Sunday Star-Times included:
* A greater front page focus to offer the ‘best dressed’ and highest quality front page in the national weekly paper market
* Inside the paper: strengthened editorial with a focus on topics the paper knows its readers want addressed, and re-launching the popular Escape section
* Substantial, targeted retail promotions

“This is a great result so early in 2008 and tops off a superb 2007 for the Sunday Star-Times. It was a year in which we were voted Best Weekly Newspaper, Best Sports Section and Best inserted Newspaper magazine for ‘Sunday’ in the 2007 Qantas Media Awards, and Metro magazine named us the Best Weekend Paper.”

* Source: Nielsen National Readership Survey Q107-Q407
** Source: Nielsen National Readership Survey Q406-Q307


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