Primed & Loaded Patricia Moore surveys the sector and finds magazines in surprisingly good heart.
he past 12 months have seen a number of changes in the NZ magazine market. Titles have disappeared or been re-invented. Rationalisation has seen the merger of Tangible Media with HB Media, and their subsequent acquisition of NZ Weddings from Pacific Magazines NZ – which had earlier announced that APN’s NZ Magazines had acquired the licence to print Pacific weeklies New Idea and That’s Life and the monthly Girlfriend. NZ Magazines has also taken on advertising sales representation for Time. (They’ve had a big year, says Sarah Sandley, publisher and CEO at APN Magazine Group.) Magazines are no different to any other business or product line, says John McClintock, executive director of the Magazine Publishers Association. “We’ll always have closures just as we will have openings. “It sometimes becomes a media feast because of the market size,” he says. “We’re fascinated by ‘cat up a tree stories’ – look at TV news.” From NZ Magazines’ perspective, this kind of market is not all bad, says Sandley. “Advertisers and readers turn to brands they trust to deliver consistent quality and stable readership.” Meanwhile publishers continue to explore ways of making the digital environment work in conjunction with the print copy, says McClintock. “Some are doing this extremely well already and providing revenue returns to advertisers and the publisher via pay to read.” Success is not about the size of your company or how many brands you own. It’s about great content and the ability to listen, says Michael McHugh, editor-in-chief of the hugely successful MiNDFOOD. “As different media platforms are created, and technology improves the speed of information to the consumer, it will be, and it always has been, the content that will ultimately drive
PAUL DAY (FAIRFAX MEDIA).
loyalty and growth from the consumer.” Former editor Lindsey Dawson agrees. “This must be a daunting time to be in magazines, but it’s also really exciting as there are so many potentially wonderful ways to present content. And content is everything. The smartest software in the world is nothing without beguiling, exciting and stimulating content – and it’s human imagination and intelligence you need for that, just as it’s always been. The trick is doing it in a way that turns a dollar.” And turning a dollar has been a challenge for media bosses across the board. Paul Dykzeul, ACP Media CEO, likens the industry to the canary in the mine. “We feel it first. But the magazine business is remarkably resilient. We all get terribly fixated on this title versus that title but the reality is the numbers are still pretty fantastic. What everyone forgets is that the number of titles avail-
Ad Media November 2010
able has gone through the roof.” At NZ Magazines, Sandle y also talks about the resilience of major titles. “Brands like the NZ L i s t e n e r stand for something and have been delivering relevant, engaging local content that constantly adapts to the times, over a long period,” she says. “Similarly they have proved their enduring worth to advertisers.” And, she says, even in a retracting market, their share of audience and the relative numbers they deliver is excellent. “To use NZ Woman’s Weekly as an example; it reaches 24% of all household shoppers in NZ. That’s head and shoulders above most mainstream television programmes.” Hayleymedia MD Andy Hobbs says he’s been fortunate to have two strong B2B titles in NZ Engineering News and NZ Food
Technology, a used machinery online site, and a small highly skilled team. “We survived 2009, and 2010 has seen our major advertisers gradually return.” The downturn in advertising has taught a lot of people how to operate a business, Hobbs says. “Anyone can do it when you’ve got lots of advertising. It’s pushed us into developing associated events such as trade shows and online newsletters that support our main print products. This in turn has enabled us to expand parts of Hayleymedia when we would otherwise be consolidating. “I hate to say it, but I believe it will be tough out there until 2012.” But Tangible’s John Baker reports an element of fightback in the industry: “There’s a huge amount of optimism and a renewed confidence in what we do and our readers’ love for our products,” he claims.
Littlies Littlies is the parenting magazine New Zealand parents trust. It’s packed with relevant and realistic information, from NZ’s leading parenting experts, for all ages and stages of pregnancy, babies, toddlers and preschoolers. Littlies media includes: Annual Pregnancy and Baby Magazine; Monthly Parenting Magazine; www.littlies. co.nz; monthly e-Newsletter; Solus emails; the Littlies Experts Book of Answers; Expecting Littlies weekly pregnancy email. Littlies is with NZ parents every step of the way.
Contact: www.littlies.co.nz Email: email@example.com, Ph: 09 578 3402
Hereâ€™s 540,000* households ** and 740,000 personalised reasons to help your clients to some real respoNse. Interested
Call Kerry McKenzie on: 09 571 9495, 0275 969 979 or email: firstname.lastname@example.org *Number of copies per average issue **Number of addresses per average issue Source: NZ Automobile Association Membership
At Fairfax Magazines, commercial manager Paul Day says the key word is ‘patchy’. “Subs are stable, circulation and retail revenues are patchy. Generally speaking weekly titles are still struggling but quality products are pretty good.” It’s the same in overseas markets, he says. “During tough times there tends to be a flight to upper-end titles; high-involvement, low-cost entertainment and inspiration that takes a long time to consume.”
For Healthy Food Guide it’s been another great year – Supreme Magazine at the 2010 Magazine Awards and, just last month, The Maggies’ Food & Wine Magazine Cover of the Year, an award that delighted the editorial team. “We see it as a victory for the ugly duckling against the sophisticated swans. Our readers obviously love our down-to-earth
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If you have a brand that lends itself well to the high disposable income markets, then RECOMMEND New Zealand Magazine is THE vehicle to drive your message! Our advertisers include the likes of The North Face, Mont Blanc, Rolex, Mt Difficulty, Patek Philippe, AVIS, Cape Kidnappers Golf Course, Amisfield Winery... Our magazine is designed 1cm smaller than all other magazines so it is always placed on top of a stack of magazines. We are New Zealand’s only 5-star tourism magazine, with a high-end domestic and international readership, with 20,000 copies printed quarterly. To speak to a tourism professional who knows this market inside out and who can gain your brand maximum exposure into New Zealand’s biggest industry - call Charlotte Wilson at The Marketing Dept. on 0508 4 THE MD or 0275 396 326 NEXT BOOKING DEADLINE NEXT ARTWORK DEADLINE DISTRIBUTION
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Fairfax Magazines has increased its readership to 2.169 million* New Zealanders across its stable of titles. Fairfax Magazines has an audience of 709,000 readers with a household income in excess of $80,000. 732,000 female main household shoppers and over half a million male’s socio 1-3, read a Fairfax Magazine.
Talk to New Zealand. Talk to www.fairfaxmedia.co.nz Source: Current period: Nielsen National Readership Survey October 09 – September 10. Previous year: Nielsen National Readership Survey October 08 – September 09 * Fairfax Magazines combined readership of 2,169 million is an unduplicated figure based on AP 10+.
ANDY HOBBS (HAYLEYMEDIA).
appeal,” says Kim Mundell, director of Healthy Life Media. Given all-time highs in circulation, readership and advertising revenue, it’s clear the publisher has the recipe right. “Healthy Food Guide was perfectly positioned for the recession in that people are actively seeking recipes that are affordable, simple and healthy, which is what we’ve always delivered.” Lifestyle Publishing has its niche and has no intention of doing anything other than highly targeted titles, says David Hall. The publisher of Wilderness and NZ Outside says the audiences they’re involved with want lots of information about their hobby,
passion, or – in the case of new title fetch! – dog! Wilderness increased its ABC figure to June this year and Hall says he has high hopes for the December issue featuring NZ’s nine great walks. “We did an app for Wilderness mid-year and it’s sitting on the iPad awaiting readers.” He says they see digital for Wilderness as being potentially attractive to a global audience, while print remains the local favourite.“New year we’ll have a proper digital version of the magazine
publish magazines, e-newsletters and organise trade shows for specific industry sectors within New Zealand. Our flagship publications New Zealand Engineering News and New Zealand Food Technology have been in circulation for well over 45 years and are well respected by companies that require relevant up-to -date information on specific industry groups and business sectors.
HAYLEYMEDIA publish the popular Machinery Seller and ISN Safety News magazines which are distributed alongside New Zealand Engineering News and New Zealand Food Technology. Please contact Andy Hobbs for circulation and distribution information. Phone 09 484 1316 or visit www.hayleymedia.com
NOT TO SHOW OFF, BUT…
Feature: ‘West of Eden’
JAMES FRANKHAM (NZ GEOGRAPHIC).
with extended content to the print version.” fetch! is a year old in December and Hall says obtaining decent distribution has been exceedingly difficult. “Supermarkets in particular are restricting the availability of magazines on their bookstands unless they have a big promotional budget and accompanying multithousand distribution. We’re not in that market but we’re hanging in there and using other methods of distribution.” Youth magazine Tearaway is now with Academy Publishing and gm Rebecca Harris says a number of fundamental changes will ensure the magazine continues to fulfil its role of giving a voice to youth and promoting youth issues. “Distribution will increase to 20,000 copies nationwide, the magazine will return to tabloid size and we’re aiming to reinstate distribution via retail outlets,” Harris says. “Next year will also see the magazine published twice a term to better align with the school terms.” A business model combining retail sales and free distribution to specific markets has proved to be not only successful but also resilient in times of economic difficulty, says Steve Dickinson, MD at Pacific Media (Curl – the big winner at the Maggies, Adventure, Ski & Snow and Prime Times magazines). “We’ve seen growth in advertisers’ confidence in that they can expect a guarantee of exposure across the board, both on sale and direct to the niche market reader. The cost for us is obviously off shelf sales, but we make up for that loss in increased advertising and mass exposure.” “Unique distribution” has been an important part of the success of Upstart magazine for kids (Youth & Pop Culture category winner at the Magazine Awards) says publisher Sue
New Zealanders like us, the MPAs and Maggies quite like us too. And with 18%# retail growth over the past year New Zealand Geographic is really going places. Make sure you’re with a winner in 2011. Category Winner: Specialist
MAGAZINES FIGHTING BACK? We never went away.
* Nielsen Media Research, Readership Survey Q4 2009-Q3 2010 # Synovate Aztec; TKA, Copy Sales, MAT to 10/10/10 vs. YA
CONTACT: Miles Gandy (09) 913 9636 (021) 650 258 email@example.com
Hoyle of Syrup Creative. Some 15,000 copies circulate through retail outlets and by subscription, and in addition, it’s in primary and intermediate schools nationwide – purchased out of budgets, not given away. “In addition copies are distributed by Air NZ on domestic and transtasman and Pacific flights, through ASB school banking regional managers, Life Education mobile classrooms and at major events involving children,” she says. “Upstart talks to children about real issues, supporting and encouraging them to speak up and stand out.” Response is phenomenal, says Hoyle, and not just from children – although a recent competition run in conjunction with McDonald’s and the Australia Zoo attracted over 6000 entries. The massive changes in the media marketplace have some publishers wondering if they can still call themselves ‘magazine’ publishers, says Toni Myers at Mediaweb (publisher of AdMedia). “We consider ourselves a publisher but the medium
of delivery is increasingly less relevant. We don’t consider we deliver magazines to an audience or readership; we deliver a community of interest to anyone who wants to engage with that community in whatever forum – print, online, below the line or in social media.” NZ Geographic editor James Frankham makes the same point. “People now subscribe to social movements and define themselves by the tribe to which they are affiliated.” And, he says, they’re seeing social fragmentation in the way people want to connect with them. “We’re now very active on Twitter and Facebook and have one of the fastest growing Flickr groups in the world.” NZ Geographic’s successful Photographer of the Year award, which this year attracted 2400 entries, was promoted, not just in the magazine, but across a number of channels. “But most importantly through social networks which reach far beyond our regular readership
a n d still growing! We can get your brands winning too! For advertising, contact Carlee Atkin firstname.lastname@example.org 09 304 1491
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New Zealand’s number one selling wedding magazine and the essential guide to getting married. Complemented by its annual wedding show, the Bride & Groom Show, no other magazine has so much influence over a readership embarking on the biggest spending and decision-making period of their lives.
Readership: 102,000 (Nielsen Media Research Readership Survey Q3 2009–Q2 2010)
Circulation: 12,308 (Audit Bureau of Circulation Inc. Jan – June 2010)
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magazines and give us an opportunity to introduce new people to our brand.” A growing range of digital media devices mean publishers are facing the challenge of providing consumers with content that optimises their preferred choice. “Like everyone in the market we do a lot of experimenting to see what works for us and our clients,” says Myers. “In the online environment the increasing ease and sophistication of analytics help us and our clients hone in on what delivers. We’re going through one of those transitions where a major new technology turns up and shakes all the old ones out of their complacency.” And commentators say media buyers need to be aware of the opportunities this transition will present – ads that are more innovative and more fun will go a long way to giving consumers a more exciting experience. Frankham refers to “mass panic in publishing regarding the
Foodtown magazine Foodtown magazine is New Zealand’s second largest food title. We’re proud to be a part of New Zealanders’ lives and we deliver a magazine focusing on easy, accessible recipes for every day or special occasions. We feature great wines plus health and beauty products available in the supermarket. One of our specialities is advertorials giving readers fabulous recipes using products readily available in the supermarket. Our readers respond very positively to this form of advertising – it provides inspiration for them and product sales for our clients. We’re proud to be read by 312,000 readers and our average print run is 50,000 every 2 months. Circulation: 36,572 Readership: 312,000
Upstart magazine Upstart Magazine, its website (www.upstartmag.co.nz), and the Upstart Friendship Club direct marketing database, are the most effective way to reach Kiwi boys and girls aged 7-13. Upstart is distributed via retail outlets nationwide (coverprice $5.00); school subscriptions – purchased by primary and intermediate schoolteachers and librarians nationwide; AND distributed by Air NZ to children on their domestic, Pacific and trans-Tasman flights (as stocks last). Circ: 15,000. Judged Magazine of the Year (Youth & Pop Culture) at the NZ Magazine Awards 2010. Contact: Sue Hoyle, 021 740730, 06 8773134, email@example.com
Talk directly to your target audience, in respected, market-leading media NZ Management The Leaders’ magazine. Contact: firstname.lastname@example.org email@example.com
AdMedia New Zealand’s only dedicated monthly advertising and media industry magazine. Contact: firstname.lastname@example.org email@example.com
Fastline Advertising and media industry newsletter delivered to every decision-maker’s desk ﬁrst thing each Thursday. An email update service delivers fast-breaking news as it arrives. Contact: firstname.lastname@example.org email@example.com
Onﬁlm The only specialist monthly for people in the local screen sector. Contact: editor@onﬁlm.co.nz admanager@onﬁlm.co.nz
FMCG The leading magazine for the supermarket industry and related sectors. Contact: firstname.lastname@example.org email@example.com
grill & foodservice The only magazine for the culinary and hospitality communities written by industry professionals. Contact: firstname.lastname@example.org email@example.com
Go to www.mediaweb.co.nz for a full list of magazines, email newsletters, directories and awards.
KIM MUNDELL (HEALTHY LIFE MEDIA).
CHARLOTTE WILSON & ROCCO (RECOMMEND NEW ZEALAND MAGAZINE).
impact of devices like iPads and how they may threaten print titles”. He’s overstating, but publishers need to be planning their transition from print to digital, be it via tablet, e-reader, mobile phones or even desk top computers. The big question is, will consumers be prepared to pay for online magazines. Sandley says the jury’s still out but has plans in place to test it next year. “Ask me in 12 months’ time.”
PAUL DYKZEUL (ACP MEDIA).
Magazines are not going to expire overnight, says Frankham. “They’re the ultimate non-linear devices; you can flick forward, flick back, skip ads, and zoom in and out – all using the best tactile human interface design on the planet. Even your grandmother knows how to work one.” And perhaps more to the point, you’re never asked to turn them off when you fly.
Wilderness $8.95 Wilderness has been taking its readers to New Zealand’s beautiful places each month, for the past 20 years. Walking, tramping, climbing, sea kayaking, mountain biking, stunning photos and riveting outdoors stories. Each issue is read by over 78,000 people, who are proven purchasers of outdoor equipment and clothing. ABC 7317 (June 2010). Contact: Trish Day Ph: 09 570 2658 Trish@lifestylepublishing.co.nz www.wildernessmag.co.nz
fetch $8.50 New Zealand’s only dedicated dog magazine. It’s published bi-monthly and promots active, healthy relationships between dogs and their owners. Each issue features breed profiles, training advice, Q&A with dog experts, feature-length articles, product reviews and profiles dog walking areas from around the country. Contact: Kathryn Passier Ph: 09 279 2918 firstname.lastname@example.org www.fetchmag.co.nz
Ad Media November 2010
Canterbury Today, Central Today, Principals Today, Auckland
Today, Wellington Today, Hospitality Today, Retirement Today, Awareness Today, Tearaway
Cuisine, NZ Gardener; NZ House & Garden; NZ Life & Leisure,
WORLD, TV Guide, The Cut, NZ Autocar, Lifestyle Block, Boating NZ; Fish & Game NZ, NZ Fishing News, NZ Horse & Pony, SkySport, NZ Trucking, Your Weekend, Sunday
Gourmet Food Publishing
New Zealand Engineering News, Machinery Seller,
NZ Food Technology, ISN (Industrial Safety News)
Healthy Life Media
Healthy Food Guide
AdMedia, BWS, C-Store, FMCG, grill & foodservice, Grocers'
Review, NZ Management, Onfilm
NZ Geographic Magazine
The Fusion Group
Bride & Groom, Pet
The Marketing Dept
Recommend New Zealand Magazine
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