Fairfax Newspapers, Magazines Increase Readership

February 15 2008
Embargoed until midday
MEDIA STATEMENT

Fairfax Media Newspapers and Magazines Increase Readership Numbers in 2007

Result defies international readership trends

The combined reach of Fairfax Media’s newspapers and magazines continues to defy overseas trends and registered a 2.2 percent increase in readership in the latest Nielsen National Readership Survey.

The Nielsen figures released today puts readership across all Fairfax Media’s print publications at 2,781,000 for people aged 15 years+; an increase of 60,000 over the figure 12 months’ previously.

Chief Executive of Fairfax Media, Ms Joan Withers, said that through its newspapers and magazines, Fairfax Media reaches 84.4 percent of all people aged 15 years+.

At the same time Fairfax Media’s online news and information site, Stuff.co.nz, grew its audience by 25.4 percent to 1.7 million unique browsers in the month of December, compared to December the previous year.

“While New Zealanders are increasingly turning to online media, print publications here continue to play a pivotal role in providing news and information. What we are seeing is that media consumption is cumulative, not substitutive,” said Ms Withers.

“Our readership numbers are holding up well, and we are defying the international trend.”

Group Sales & Marketing Manager Sandra King said that the combined online and print readership numbers supports the proposition Fairfax Media made to advertisers that in talking to Fairfax, you talk to New Zealand.

She said Fairfax Media’s flagship metropolitan daily newspapers, The Dominion Post, The Press and Waikato Times reached a combined 566,000 New Zealanders aged 15 years+.

“These titles maintained stable readership levels compared to the previous period - recording readership of 244,000, 233,000 and 95,000 respectively,” said Ms King.

“The Sunday Star-Times, New Zealand’s Sunday newspaper of choice, achieved a gratifying 25,000 lift in readership to 585,000 readers aged 10 years+ period on period.

“Indulging the needs of New Zealanders every Sunday, the Sunday Star-Times and Sunday News combined to reach 779,000 Kiwis aged 10 years+. Of those New Zealanders who read a Sunday newspaper, 81.1 per cent read a Fairfax Sunday.

“Fairfax Media is also strongly connected within heartland New Zealand through our family of six regional newspapers, with Taranaki Daily News, Manawatu Standard, Nelson Mail, Marlborough Express, Timaru Herald and Southland Times reaching a combined 267,000 people aged 15 years+.

“1.9 million people or more than 50% of New Zealanders aged 10 years+ choose to indulge with a title from Fairfax Media’s magazine stable. Readership of the two lifestyle magazines Fairfax Media has purchased in recent times showed increased readership levels – Avenues increasing its readership by 11.9 percent (to 47,000) and Life & Leisure by 5.1 percent (to 83,000) compared to the previous period.”

Insights revealed by the survey include:
* The South Islands most read daily newspaper, The Press, experienced a 4.5 percent (10,000 new readers) growth in readership year on year to 233,000 readers;
* 71.1 percent of Wellingtonians read The Dominion Post over the course of a week;
* Nearly 50 percent of Waikato Times’ readers read four or more issues every week;
* Compared to the previous period, increased readership (10 years+) was achieved across all of the Sunday Star-Times key markets; Auckland (3.2%), Wellington (3.2%) and Christchurch (11.1%);
* Quality magazines such as Cuisine (up 14,000 to 375,000) and NZ Gardener (up 19,000 to 219,000) increased readership;
* On its debut, Sky Sport The Magazine entered the market with a strong result of 186,000 readers aged 10 years+.

“These insights are testimony to the important place daily newspapers and magazines continue to have in our lives,” said Ms King.

Sources:
Nielsen National Readership Survey Q107-Q407
Neilsen NetRatings Dec 06 vs Dec07
Nielsen National Readership Survey Q406-Q306 (Previous Period)
Nielsen National Readership Survey Q106-Q406 (Previous Year)

ENDS

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