Fairfax Magazines maintain leadership
15 February 2007
Fairfax Magazines maintain leadership in tight market
Fairfax Magazines have shown they understand their readers and are committed to identifying what readers want, and then providing it.
The latest NZ Audit Bureau of Circulation figures, to December 2007, show Fairfax titles have held up well in a tight market, says Lynley Belton, general manager of Fairfax Magazines.
"We have had some remarkable performances during the past six months, and the readership figures for the year to December 2007 - provided by Nielsen Media Research - also show some very good results," says Ms Belton. "Fairfax lifestyle titles continue to lead in their respective categories.
"The gardening category is showing strong growth for magazines, reflecting, perhaps, readers' desire to find practical solutions to economic difficulties.
"NZ Gardener has done exceptionally well, with its emphasis on encouraging New Zealanders back into the garden to grow their own food and providing practical tips for doing so. In the six months to December its circulation increased by 2.6% and readership increased by a massive 9.5% compared with the previous period.
"This shows that focusing on readers' needs, and providing the content they really want, will be successful in any market."
In the highly competitive food magazine category, Cuisine maintained its leadership with 375,000 readers. "Cuisine's circulation has increased 1.5% over the year, and this iconic magazine, which was last year named the best food magazine in the world, is holding its own in an increasingly competitive sector," says Ms Belton.
Another standout performance was produced by Sky Sport The Magazine which, in the year that it launched, achieved readership of 186,000 (six months' data). "This is a fantastic entry for a new title," says Ms Belton, "and is the sort of figure that can be achieved only by a magazine that really knows its readers."
NZ Horse & Pony continued to increase both circulation (up 4% over December 2006) and readership (up 6% over December 2006). In the motoring category NZ Autocar was a star performer, with circulation up 6% over the previous December and readership up 1.8%.
NZ House & Garden continued to lead the home and garden category, and newly purchased title NZ Life & Leisure had increased its circulation 4.4% in the year, and its readership 5.1% in the previous six months. It has achieved one of the best readership results in this period, in the lifestyle category.
"Fairfax Magazines has continued to invest heavily in consumer research, finding out what readers want from their magazines, and then adjusting editorial focus to ensure the magazines deliver," says Ms Belton.
"These results show that even in a very competitive market this strategy pays off. Readers will support magazines that listen to what they say they need and want, and then provide it."
Source: Circulation: ABC Jul - Dec 2007 Readership : Nielsen Media Research NRS (Jan - Dec 2007)