New-Look NZ Woman’s Weekly Debuts

24 June 2011

The country’s most-read consumer magazine with 797,000 readers, the New Zealand Woman’s Weekly, has undergone its biggest change in more than a decade, with the first new-look edition now on newsstands

“The content and look is more contemporary and we think that the magazine will not only appeal to a new group of readers but also retain the interest of our very loyal following,” said Woman’s Weekly editor Sarah Stuart.

“Woman’s Weekly has done exceptionally well to remain so popular in the near-80 years it has been published and it has done this by moving with the times. Now it is appropriate to refresh it again to ensure it continues to lead the market.”

Research, feedback
Sarah Sandley, CEO of publisher New Zealand Magazines, said the company had thoroughly researched its market before making the changes.

“From this feedback we knew the magazine needed a more contemporary look and feel,” she said. “This meant a fair bit of content change and the introduction of new content.

“We are particularly aware of the need to encourage people to take another look, in particular attracting readers aged 35-plus.”

Sarah Sandley said the team at the magazine had worked hard for several months to achieve the new look.

”I believe no other weekly title in New Zealand understands women like the New Zealand Woman’s Weekly and these moves reflect the changes in the lifestyles of its readers,” she said. “I am sure the improvements we have made will please the magazine’s current readership and also attract new readers.

“We are confident the end result will be an increase in circulation, readership and advertising share,” she said.”

A comprehensive marketing programme encompassing, TV, radio, print, outdoor, social media and online channels as well as point-of-sale was under way, she said.

Content, design changes
The wide-ranging programme of change in the magazine covers both new content and a top to bottom re-design, including a new masthead. Features pages will have new layouts and there will be a stronger accent on lifestyle.

“Even old favourites that have been retained, such as Over The Tea Cups, will have a new look,” said Sarah Stuart. “But the most exciting thing is the line-up of new contributors and topics.”

New columnists include Kevin Milne on consumer affairs, Kerre Woodham’s “Short Blonde” humour column, April Ieremia on diet and fitness, Peta Mathias on entertaining and Diane Levy on parenting. In addition, MasterChef judge Simon Gault will conduct a Q&A dialogue with readers.

Other new content includes an additional beauty page, a new crafts and knitting section and a regular element entitled Nana’s Pantry, by Wendyl Nissen.

A revamped puzzles section is another new aspect of the magazine.

About New Zealand Magazines:
NZ Magazines is a division of APN New Zealand with an expanding range of magazine titles, including New Zealand Woman’s Weekly, New Idea, That’s Life!, the New Zealand Listener, Girlfriend, Creme, Simply You and Simply You Living.

ENDS