KIWIS EMBRACE MAGAZINES IN PANDEMIC

New research shows that Kiwis have turned to magazines during the pandemic, subscribing in greater numbers and spending longer with their favourite titles. The latest Nielsen readership results show that the important primary readership (the people who subscribe to or buy magazines) is up 7 per cent. On average these people are spending over an hour (63 minutes) enjoying their favourite magazine – that’s 13 minutes longer than a year ago.

The Nielsen data showed a 6 percent uplift in subscribers year on year, with almost 1.1 million Kiwis reporting that they pay for their favourite magazine to be delivered to their homes. Leading subscription agency isubscribe reports sales of New Zealand titles for the first half of this year were up 20 per cent against a year ago, and 12 per cent against 2019.

Magazine Publisher Association executive director Sally Duggan said she was not surprised by the results. “Magazines play an important role for many people. Kiwis are picking up their local magazines, spending time with them, and finding that they’re perfect for this stressful pandemic time.”

Figures from magazine distributor Ovato Retail showed sales of magazines in supermarkets during the current lockdown were up an average of 15 per cent.

Magazines are particularly strong at targeting many groups who may be valuable to advertisers – main household shoppers and business decision-makers remain heavy magazine readers.

“Now is the perfect time for brands to capitalise on New Zealanders’ renewed connection with magazines, ” Duggan said. mpa.org.nz | magazine360.co.nz