Strong growth for re-launched Independent Review

Strong growth for re-launched Independent Financial Review

The re-launch of the Independent Financial Review (IFR) has significantly increased the audience of decision-makers and opinion leaders who regularly read New Zealand's fastest growing weekly business newspaper according to the latest readership results.

The results of the Nielsen Media Research readership survey for all of 2006 show average readership per issue of 36,000. This is significantly up on the 30,000 recorded in the first half of 2006 and shows the audience building through late 2006. In contrast, the rival business publication fell by 5,000 readers or -5.2% year on year.

The 2006 readership results for the IFR was up on the 23,000 recorded in the year 2000, which was the last survey published for The Independent before its acquisition by Fairfax Media.

Fairfax Media bought The Independent Business Weekly in February 2006 and re-launched it as the Independent Financial Review on May 17. The response from existing and new readers to the revamp was overwhelmingly positive, particularly among the wealthiest groups of decision-makers and opinion leaders.

The survey showed readers of the IFR are 158% more likely to have a household income of $100,000+ than the general population of 15yrs+.

The newspaper has caught the attention of a busy and demanding set of readers in the last six months with a succession of agenda-setting scoops and expert analysis and commentary of business, political and corporate issues.

The Independent Financial Review broke the story about ructions within the National Party caucus over Don Brash's private life. This triggered a media firestorm that eventually forced Brash to resign. The newspaper also set the agenda on issues as diverse as finance company failures, the hunt for monetary policy Viagra, the stoush around the Vector boardroom table and Toll's threat to shut the main trunk line.

New regular features such as a comprehensive Investing section including ‘Report Card with Nick Stride’, an expanded economics section with Bob Edlin, a new ‘People on the Move’ HR page and Trevor McKewen's ‘Business of Sport’ have proved popular with an ever-growing band of influential readers.

Fairfax Media aims to continue building on the success of the re-launch with a range of regular features through 2007, including a new monthly Lifestyle and Leisure section launched this week, along with special sections ranging from KiwiSaver to Mergers & Acquisitions, Funds Management, Venture Capital, Green Business, Insurance and Fleet Leasing.

The IFR includes the best of the original The Independent, including award-winning journalists Jenni McManus, Denise McNabb and Nick Stride, alongside the experience and insight of economics commentator Bob Edlin and political commentator Chris Trotter. It also adds the international authority of world and Australian news from the Australian Financial Review, plus The Boss and Financial Review magazines.

ENDS

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