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Passion for print – magazine readership soars

Media Release
Under embargo until mid-day Friday 10 August 2012

Passion for print – magazine readership soars

New Zealanders’ love affair with magazines continues its powerful growth according to the latest Nielsen survey.

And it is the lure of the ideal lifestyle and a passion for hobbies and interests that is drawing in an increasing number of readers. Latest consumer research shows that more than 2 million New Zealanders read a magazine published by lifestyle publishing giant Fairfax Media[1] in the last year - up significantly from 1.9 million readers 12 months ago.

It is the better-off households leading the way in the growth of magazines. Fairfax Magazines, with its stable of premium titles, has increased its reach with households earning over $100,000 by a whopping 126,000 readers in just a year.[2]

“Kiwis love to escape into beautiful and informative magazines and share the experience with friends and family, says Fairfax Magazines general manager Lynley Belton.

“The tactile experience of sitting down with a favourite magazine can not be replaced and this is why our titles are doing so well.”

Consistent top performers leading this growth are TV Guide, Cuisine, NZ Life & Leisure, NZ House & Garden, NZ Autocar, NZ Trucking, NZ Fishing News, NZ Lifestyle Block and Computerworld.

TV Guide continues to be the country’s most read and highest selling magazine reaching 609,000 people.

The combined reach of Cuisine, NZ Life & Leisure and NZ House & Garden is now more than 800,000 unique New Zealanders which demonstrates the power of just three premium titles. More broadly, it also illustrates the strength in magazine readership.

Food continues to be a preoccupation with New Zealanders and market leader Cuisine, which has already taught a couple of generations to be foodies, maintains powerful growth by increasing its readership to 438,000. This is up by 9.8% on the previous 12 month period. Much newer on the block but now with a strong, and rapidly growing, following NZ Life & Leisure had a 17.6% increase (to 140,000) and the much-loved home-owners’ bible, NZ House & Garden easily dominates the Home category with well over half a million regular readers.

And it is not just women who are increasingly reading magazines. Fairfax Magazines reaches more New Zealand men than any other publisher with 1 million male readers – of increase of nearly five percent in the past year.

NZ Autocar’s readership is up 12+ % (to 183,000), NZ Trucking up 13.7% (108,000), NZ Fishing News up 8.4% (322,000) and NZ Lifestyle Block has had a massive increase of 20+% to 87,000 readers. Even digitally-focussed titles are showing the power of print: Computerworld up 7.1% on readership with 45,000 readers and PC World with 121,000 readers also contribute to that figure.

“While publishing is rapidly evolving, at its core remains the fact that having the best people, producing relevant, quality content will ensure that New Zealanders continue to respond. We all want something informative, aspirational or simply an enjoyable dash of escapism in our everyday lives,” says Belton.


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