A focus on innovation attracts readers

Media Statement
Friday, 14 August 2009

A focus on innovation attracts readers

Readers are consuming Fairfax Media’s newspapers, magazines and online platforms more than ever before following the publisher’s drive to raise the bar across its titles.

According to the latest Nielsen National Readership Survey, Fairfax weekend readership continues its growth trajectory, lifestyle titles across the magazine stable retain their category leading position, and metropolitan and regional newspapers maintain a high level of local connection in a difficult market.

The results show that more than three quarters* of New Zealanders aged 15+ read and enjoy a Fairfax newspaper over the course of a week, while 2.1 million New Zealanders aged 10+ indulge with a title from Fairfax Media’s magazine stable.

At the same time, Stuff.co.nz has secured its place as New Zealand’s most popular news and entertainment site by domestic and total unique browsers.**

The combined daily readership of our metropolitan papers (The Dominion Post, The Press and Waikato Times) has shown an increase of 9,000 readers aged 15+ in the last year. In the weekend market Sunday Star-Times increased by 30,000 readers aged 10+ to reach 608,000, the biggest lift in readership for any newspaper title in the country.

The success of Sunday Star-Times is bolstered by Sunday magazine’s position as the country’s number one newspaper inserted magazine, reaching 578,000 New Zealanders, followed by the phenomenal growth of Your Weekend, launched just under a year ago, with a readership of 494,000 readers. These magazines alone reach a massive 913,000 New Zealanders aged 10+.***

Fairfax Media Group Executive Editor Paul Thompson says the company has made a concerted effort at all its publications to innovate and drive improvements that respond to readers’ needs.

“We’re really pleased with our readership in almost all of our key markets. It’s evident that all our publications, including our newspaper websites, are truly engaging with their loyal customers and providing them with high quality, relevant journalism.”

Paul Thompson says strong news coverage in the past few months has clearly paid off in terms of readership gains.

“We had strong representation at the Napier Siege, giving us extensive coverage across all our papers and websites, and the Bain trial was a great example of taking multi-media coverage to new heights.

“Also Fairfax had the only New Zealand daily newspaper presence in South Africa for the All Blacks’ tour.”

All Fairfax daily newspaper editors are working with their teams to increase the quality and quantity of exclusive local news in their publications.

“Readers are supporting those efforts to improve local coverage, with the readership results showing particularly strong penetration in several markets.”

The Waikato Times experienced an 8,000 or 15.7% increase among readers in the Hamilton market in the last year. The Dominion Post increased its national reach by 5,000, and at the same time, extended its local reach to 48.3% of all Wellingtonians aged 15+.

The Press’ 220,000 readership base is poised to benefit from next week’s launch of a new $32m print plant. Readers of The Press will enjoy back-to-back colour, new and improved feature sections Monday to Friday, and consistent lay-out across the week.

Star performers in the Fairfax Magazine stable are food category leader Cuisine, headed by new editor Eric Matthews, which attracted 37,000 more readers year on year to reach 406,000 New Zealanders aged 10+, and NZ Gardener, named Supreme Magazine of the Year at the 2009 MPA Awards, up an impressive 64,000 readers to reach 298,000 readers aged 10+.

Adding further reach to the Fairfax stable is Dunedin’s community newspaper D-Scene, which was measured for the first time and posted a strong result of 53,000 readers aged 15+ or 54.8% within its core market. Avenues magazine had strong readership gains across its Southern/Canterbury footprint, up 11,000 year on year to reach 68,000 readers aged 10+.

Meantime, Fairfax Media continues to make in roads in the online space. Stuff.co.nz has experienced significant audience growth since its re-launch in March 2009. With its continued dominance as the number one ranked site in the Entertainment, Sports, Lifestyle, Technology and most recently, General News categories, Stuff.co.nz is now New Zealand’s most popular news and entertainment site by domestic and total unique browsers.**

Source: Nielsen National Readership Survey Q3 2008 – Q2 2009
*2.61 million or 77.3% of New Zealanders aged 15+
**Nielsen Online Market Intelligence Category Site Ranking – General News, Entertainment, Sports, Lifestyle and Technology - by Domestic & Total Unique Browsers, July 2009
***Nielsen National Readership Survey 6 month Q1 2009 – Q2 2009

ENDS

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