18 April 2006
Magazines top $0.5 billion in total revenue
New figures out today from the Advertising Standards Authority confirm magazines as the third largest media for
advertisers in New Zealand.
Historically, radio has held third place in annual advertising turnover figures, following television and newspapers.
But now that place is reserved for magazines, with radio moving into fourth position.
"These figures prove that advertisers are choosing to place ads with magazines rather than the traditional media
options. With annualized advertising sales of $260 million coupled with recently released retail sales of $263.5 million
for the same period, magazines now top $523.5 million in total revenue.
The tactile nature of magazines, their relevance to the consumer that has paid for the medium, and the fact that the
readers find magazine advertisements the least obtrusive with the highest recall of any other medium, proves the value
of magazines for all advertisers targeting locally based New Zealanders. That's a major achievement for our industry,"
says Heith Mackay-Cruise, Chairman of the Magazine Publishers Association.
In the year ending Dec 2005, newspapers took 37.2% of advertising turnover, television 29.9%, magazines 11.7%, and radio
11.5%.
2005 was a successful year for magazines in New Zealand with record sales, new titles being launched, and popular
international releases being given a New Zealand flavour.
"This support of magazines is encouraging for the industry. It means we have the ability to put out new titles, refresh
existing iconic magazine brands, and introduce more niche titles that may only appeal to a very specialist audience.
Because we are getting support from advertisers we are in a position to do that, to give our audiences what they're
looking for and to publish those titles here in New Zealand," says Heith Mackay-Cruise.
The New Zealand Advertising Industry turnover figures are recorded each year by the Advertising Standards Authority.
ENDS