Roy Morgan Research today releases the latest New Zealand Print Readership results for Newspapers and Magazines in the 12 months to December 2015.
Readership has declined for New Zealand’s major Monday-Saturday dailies: Auckland’s New Zealand Herald (down 10.9% compared with 2014 to 549,000 readers per average issue), Wellington’s Dominion Post (down 4.5% to 256,000), Christchurch’s The Press (down 11.3% to 188,000), the Otago Daily Times (down 7.9% to 93,000), and the Waikato Times (down 15.2% to 78,000).
However, a number of the country’s smaller regional mastheads have gained readers over the past year, including the Hawke’s Bay Times (up 8.2% to 66,000), Timaru Herald (up 18.5% to 32,000) and Wanganui Chronicle (also up 18.5% to 32,000)
Readership of the Herald on Sunday was virtually unchanged, down less than 1% to 325,000 readers, closing the gap on leader the Sunday Star-Times which fell 6.4% to 397,000. Sunday News suffered the largest proportional drop of any newspaper in 2015, down 36.9% to 77,000 readers per issue.
Newspaper Inserted Magazines
New Zealanders sure do love a lift-out. Gaining over 40,000 readers each in 2015 were Saturday lifestyle glossy Canvas (up 13.1% to 371,000 readers) and Monday food title Bite (up 19.0% to 257,000 readers), while Sunday Magazine also grew (up 9.7% to 328,000).
Some of the big became even bigger in 2015: AA Directions, the country’s most-read magazine overall, grew 8.6% to 554,000 readers per average issue, and NZ Woman’s Day remains the most popular title on newsstands (up 5.2% to 406,000). Also making solid year-on-year gains were the Australian Women’s Weekly’s NZ edition (up 8.0% to 269,000), NZ Listener (up 35.4% to 264,000), Air New Zealand’s inflight publication KiaOra (up 13.4% to 178,000), Mindfood (up 25.6% to 147,000), Rural News (up 38.2% to 123,000) and North & South (up 5.3% to 120,000).
John La Rosa, General Manager Client Services – New Zealand, Roy Morgan Research, says:
“Many of New Zealand’s newspapers and magazines continue to perform relatively well against equivalent print media in Australia and around the world.
“A number of already-popular magazines have increased their readership, from a range of categories including the Mass Women’s and Women’s Lifestyle, Motoring, General Interest, Farming, and Home and Garden.
“Newspaper Inserted Magazines in particular are going great guns, growing or maintaining readership even, in some cases, as their parent newspapers face declines. This suggests that the strength of the medium in 2016 and beyond will be delivering content that isn’t time-sensitive, and is designed to be enjoyed in print on a lounge or in a café, not via device while waiting for the lift to arrive. And it’s exactly this sort of captive, comfortable audience that can provide the best ROI to print advertisers.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
P: 03 9224 5332