Industry overview – New Zealand Aug 2011
Out of about 2,800* titles for sale
only in the New Zealand consumer
market, approximately:
• 300 are published in New Zealand
• 700 are published in Australia
• 1,000 are from the UK
• 800 are from the US
* NOTE: above does not capture subscriptions, custom published / membership publications (like AA Directions), Directories and Guides, Trade / professional magazines, ACP’s Trader / Property Press stable … many MPA members are business publishers who have their own (non-retail) methods of distribution.
The number of consumer and business media magazines remains stable, while mergers / acquisitions / licensing activity between publishing companies continues.
Print production quality of New Zealand magazines is generally very high, and publishers embrace sustainable environmental policies regarding paper selection, print methods and recycling.
Publishers are exploring digital opportunities, embracing new branding opportunities and revenue streams via social networking and small-screen apps; websites, e-newsletters, blogs, continue to complement printed magazines and events.
NZ Post (home delivery of subscriptions), and Gordon & Gotch, and Netlink Distribution (retail outlet distributors) are the primary distributors of magazines in NZ. Maintaining space for magazines at retail continues to be an industry focus.
By volume 74% of magazines sold in New Zealand are published in the country, and New Zealand published titles account for 61% of the sales value of all magazines sold at retail.
NZ’s magazine industry continues to move forward in seeking new and better industry measurement of reader profiles, engagement and behaviour post-reading. The Nielsen Company are the preferred suppliers of readership measurement data and consumer media insights.
The NZ Magazine Publishers Association (MPA) represents publishers of approx 85% of the volume of mainstream titles printed / distributed in this country. Publisher members include the top consumer publishers, plus top B2B publishers, and many special interest publishers.
MPA has close working relationships with advertising agencies, advertisers, and other media. Research commissioned by the MPA finds that Agency buyers and Direct Advertisers generally agree that magazines are relevant, engaging, educational, inspirational and effective. From an Agency perspective, the key strengths of advertising in magazines are the ability to target markets and engage and involve readers using a high quality, visually inspiring and tactile media. Over 80% of Agency people consider magazines a treat, a luxury, a form of escapism , relaxation, and comfort.
