Magazine Readers Enjoy Home, Garden And Lifestyle

Magazine Publishers Association

Issues close to home continue to attract increasing numbers of New Zealand’s magazine readers…

The New Zealand magazine industry says readership figures out today (Monday) confirm a continued strengthening for home and lifestyle titles as well as women’s glossy magazines.

Top lifestyle performers compared to twelve months ago are Cuisine magazine (+11%), NZ House & Garden (+8%) and Your home & garden (+7.7%). Increases among women’s glossy titles included Grace (+7.8%), Style (+5.3%) and B magazine (+1% compared to its launch readership 6 months ago).

The AC Nielsen survey covers readership numbers for the twelve months to the end of June this year.

The Magazine Publishers Association (MPA) says the stronger performance by lifestyle titles reflects the continued success of their popular television counterparts.

Today’s results also reveal encouraging news for the weekly women’s market. As a category, the weeklies have retained their core primary readership of females, despite an intensively competitive market.

MPA executive director John McClintock says the weeklies have performed well, even though a tightening economy has put pressure on discretionary spending.

Mr McClintock says the industry overall is now witnessing increased reader interest in subscriptions.

“New Zealanders are still buying magazines in large numbers, but more subscriptions means fewer secondary and tertiary readers,” he says. (Primary readers are those who buy a magazine and keep it. Secondary readers receive a copy from others. Tertiary readers might pick up a magazine in a café or a doctor’s clinic.)

An estimated one thousand new magazine titles were introduced to New Zealand over the past year. There are now more than six thousand magazines on sale in this country. The AC Nielsen readership audit covers 71 of the leading titles.

Circulation figures will be available in one week from now. Mr McClintock says the circulation results are likely to reflect the trends already apparent in today’s readership figures.

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