Magazine Readership Increases in Tough Times

Magazine Readership Increases in Tough Times

Total magazine readership is up by 22,000 readers compared with a year ago1. Nine out of 10 New Zealanders read magazines1, and readership trends show how Kiwis are adapting their behaviour during the recession.

In tough economic times New Zealanders are relying on magazines both for escapism and for advice. Magazines that focus on activities in the home or on healthy lifestyles have generally held or grown their readership. There is significant growth across the Home, Gardening & Food categories (up 91,000 readers compared with a year ago1), with notable increases from Healthy Food Guide, Cuisine, NZ Gardener and Your Home & Garden magazines.

Strong performances of youth magazines like Creme and Girlfriend show that Kiwis’ passion for magazines is continuing with younger readers.

In the last 12 months, New Zealanders spent over $88 million and bought more than 20 million magazines in supermarkets2.

“We work in a dynamic industry which is proving to be very resilient in challenging times,” says Lynley Belton, MPA Chair and General Manager of Fairfax Magazines. “We produce world-class magazines and we get to inspire, inform, educate and entertain the vast majority of New Zealanders, who we know love magazines. Magazines are widely regarded as a trusted and relevant friend, and that creates a powerful environment for advertisers.”

Recent Nielsen results show that magazine readers are more likely than the average to:

* Work full time (35+ hours a week)
* Earn above-average household incomes
* Own their own homes
* Spend a lot of money on clothes
* Often buy on impulse in a supermarket
* Try to buy NZ made products often1.

New Audit Bureau of Circulation (ABC) figures are also now available on www.abc.org.nz – information on individual titles can be obtained directly from publishers

1 Source: Nielsen National Readership Survey, July 08 – June 09 AP10+
2 Source: Synovate Aztec TKA Scan Data (MAT to 12 / 7/ 09)

ENDS

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