21 June 2018
The AA is welcoming the latest Nielsen readership figures which show a surge in readers of New Zealand’s best-loved
magazine AA Directions – which is now read by more than 900,000 Kiwis.
Nielsen CMI Magazine Topline figures show average issue readership of AA Directions for the second quarter of 2017 to
the first quarter of 2018 was 907,000 – a significant increase from the previous year’s count of 837,000.
AA Directions Editor Kath Webster says the increase is a vote of confidence in the magazine.
“It’s fantastic to still have the highest readership count of any magazine in New Zealand and the numbers are growing.
Having such a huge audience means our content resonates with a large percentage of the population.
“Our content goes well beyond travel and motoring, because our readers have such a wide range of interests – but having
said that, our travel stories are always really well received. Any stories we run on cycling, electric vehicles and
walking always get really good feedback, too.”
Ms Webster believes the increasing popularity of AA Directions also reflects a growing appreciation for print magazines.
“We celebrate New Zealand with stories about everyday heroes, projects making a difference, and parts of the country
that may not always get a lot of attention…
“A personally-addressed, colourful, celebratory magazine loaded with quality, relevant articles arriving in the
letterbox is a treat these days.”
AA Directions is an AA Membership benefit.