- Fairfax Specialist Magazine Titles Grow Circulation and Market Share -
Fairfax Specialist Magazine titles continue to grow in popularity and cement leadership positions in their respective
market categories according to figures just released by the latest circulation and readership surveys.
Tim Porter, general manager of Fairfax Specialist Magazines said gains in circulation, readership and market share were
achieved across a number of titles, with stand out performances by New Zealand Horse and Pony, Boating New Zealand and
the recently acquired New Zealand Autocar.
“The Audit Bureau of Circulation (ABC) figures show New Zealand Horse and Pony increased by 14.1% year on year (13.6%
period on period) to 11,941. New editor and horse enthusiast, Rowan Dixon has introduced a number of changes to this
title including a new look and attention-grabbing covers,” said Mr Porter.
Nielsen National Readership Survey figures for Jan – Dec 04 show an increase to 63,000 readers for this title.
Editor Rowan Dixon, who took over New Zealand Horse and Pony magazine in June, says she is delighted with the results.
“To increase the circulation of such a mature title by such a healthy amount is fantastic. New Zealand Horse and Pony
has been published for more than 45 years, and was due for a comprehensive overhaul which the team rose to admirably. We
now have a contemporary, hard-working title that deserves its place as New Zealand’s premier equestrian magazine,” said
Ms Dixon. “And our readers obviously agree with us; their feedback has been overwhelmingly positive, and the statistics
speak for themselves.”
Other success stories include Boating New Zealand, which has edged out ACP’s boating title to become the number one
boating magazine with an audited circulation of 14,713. Subscriptions for this title are at the highest number ever.
The recently acquired New Zealand Autocar was also impressive, auditing at 13,535 - an increase of 5% year on year.
“The addition of New Zealand Autocar to Fairfax Specialist Magazines, alongside other titles such as New Zealand
Trucking and Truck and Machinery Trader, has truly cemented our position in the road transport category,” said Mr
Porter.
“New Zealand Fishing News is up 4.3% year on year to 24,151 with subscribers breaking the 10,000 mark – an all time
high. Fish & Game New Zealand has increased readership period on period by 2% to 209,000 readers. The combined success of these two
titles reinforces Fairfax’s category leadership.
“Despite a drop in circulation by 8% period on period to 9,727, New Zealand Growing Today remains the market leader,
53.9% higher than its nearest competitor.”
SOURCE: NATIONAL AUDIT BUREAU OF CIRCULATION JUL – DEC 2004 NIELSEN MEDIA RESEARCH NATIONAL READERSHIP SURVEY JAN – DEC
2004