admedia showcase 09
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advertising, tvcsTRANSCRIPT
MagazineSHOWCASE ’09
These two pages are of special interest to over
2 million New Zealanders*
*Source: Nielsen National Readership Survey Oct 08-Sep 09 (Unduplicated; Base AP10+) Fairfax Magazines include Sunday magazine and Your Weekend’s net unduplicated readership measure. Total unduplicated readership 2,131,000. ** reach 67.4% of females 40+
Fairfax Magazines reach:• 62.2% of all Main Household shoppers • 71% of all people with household incomes over $120,000 p.a. • 2 out of 3 females 40+** • 62% of people in Socio’s 1-3
Talk to Fairfax. Talk to New Zealand.
FF_134 DPS Ad for Trade Publicat1 1 4/11/2009 9:47:55 a.m.
These two pages are of special interest to over
2 million New Zealanders*
*Source: Nielsen National Readership Survey Oct 08-Sep 09 (Unduplicated; Base AP10+) Fairfax Magazines include Sunday magazine and Your Weekend’s net unduplicated readership measure. Total unduplicated readership 2,131,000. ** reach 67.4% of females 40+
Fairfax Magazines reach:• 62.2% of all Main Household shoppers • 71% of all people with household incomes over $120,000 p.a. • 2 out of 3 females 40+** • 62% of people in Socio’s 1-3
Talk to Fairfax. Talk to New Zealand.
FF_134 DPS Ad for Trade Publicat1 1 4/11/2009 9:47:55 a.m.
16 www.admedia.co.nz
Predicting the demise of the magazine industry is standard practice,
says the MPA’s John McClintock. “However, as The Nielsen Com-
pany reports, 90% of all New Zealanders read magazines.”
“They said the same thing about radio when TV came along, the
same thing about the printed word when CD Roms became popular and the
same thing about all media that preceded it when the internet took hold,”
says Andrew Butcher, Time publishing director Asia Pacific. So much for the
Mark Twain moments.
Notwithstanding the odd blip along the way, McClintock has noted “a
raw enthusiasm” among publishers and staff who’ve been involved in MPA-
promoted seminars over the past year. “Editors, sales staff and journalists all
commenting things are different; there’s a drive for new ideas and innovative
thinking. And, the big thing is, it’s not all talk.
“Magazines reinvent themselves; they change, they refocus and they de-
velop strategies directly related to the current market. The past 18 months
has seen the magazine category change significantly and it will probably
never go back to what it was.”
Indeed, what ACP Media ceo Paul Dykzeul describes as probably the worst
advertising cycle the media has ever experienced, has seen a whole lot of
changing going on. “No-one has really been exempt and our company, like
a lot of others, took the opportunity very early on, to do things we’d been
contemplating but didn’t really need to do because the ad cycle was pretty
good,” he says. “We made a lot of changes.”
A change readers quickly noted was the new reader-friendly format adopted
by ACP title Metro in September. The iconic 28-year-old magazine had been
published in a large saddle-stitched format for the previous seven years, but
editor Bevan Rapson says readers had been asking for a magazine that was
easier to handle and read.
He says at the same time a variety of content changes re-emphasised
Metro’s commitment to quality journalism. “There’s enough soft media out
there. Metro hasn’t ever been just a coffee table magazine. We aim to chal-
lenge and stimulate our readers.”
The book size was increased, and content has grown again since the new
format was launched, with the inclusion of the citymix guide. “The response
to the changes has been extremely positive,” says Rapson. “Readers appreciate
how much easier it is to handle, we’ve been encouraged by the results at
the news-stand so far and also by the support we’ve had from advertisers.”
There have been changes too in the ownership of a number of titles, in-
cluding five B2B titles, formerly owned by 3media Group, now published by
newly formed Mediaweb. Publisher Toni Myers says she selected the titles
(AdMedia, Management, Onfilm, FMCG and grill & foodservice) for their
ability to maintain or grow a community of interest across media channels,
for their brand extension opportunities, and “because each was a valuable
brand with a viable future”.
Tangible Media has also seen some changes, and is now part of the cluster
which forms the Image Centre Group. General manager John Baker says it
now has the platform and the infrastructure to maximise its capability in the
area of audience engagement. “What we’ve got is something quite unique.”
The Nielsen National Readership Survey July 08-June 09, showed total
magazine readership up 22,000 on the previous year, but Fairfax Magazines
gm Lynley Belton says readers haven’t ignored the recession.
“Publishers have had to work harder than ever. For some this has meant
shifting from brand-building to driving sales – there are high-end promotions
nearly every week across the industry.” They’ve also had to work more closely
with advertisers to ensure they achieve their goals, she says – a point echoed
by Adrenalin publisher Cathy Parker who says finding new and different ways
for advertisers to maximise their budgets has been important.
Parker reports a “fairly tough year” but says spanning a number of sectors
has worked well. “Two of our magazines are actually trading ahead of this
time last year and another is very close to matching its performance from
last year.” In general, she says, trade titles going out to industry have fared
better than those relying on corporate dollars.
magazines
A year ago the storm clouds were gathering and, while magazine publishers were sizing up the challenges ahead, most were confident they’d hold their own. Have they succeeded? Patricia Moore reports.
RecoveryReading
MF-AdMedia FP Ad.indd 1 29/10/09 12:47:55 PM
18 www.admedia.co.nz
READERS REACT TO REALVIEWMade in Australia, Realview brings the exciting worlds of print media and online together. An equal passion for both has created a unique e-publishing experience that entices print readers to do more online, and gives online audiences compelling reasons to engage with print. Realview’s unique technology and services also offer enormous benefits to publishers, helping you generate new revenue streams, retain subscribers and attract new readers at a lower cost. The only question is, will you react before your competitors?
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Mindfood publisher Michael McHugh is surprised there were not more
closures or relaunches. “With the market being soft it’s a perfect time to be
brave and re-look at the audience base you’re publishing for. The consumer
has so many options now.
“As publishers we’re competing not only for their money, but also for
their time. New and established titles need cut-through and stand-out ap-
peal at news-stands. The consumer is time poor and we have less time to
attract them.”
One title that’s gone against the trend is New Zealand Geographic,
published by Kowhai Publishing. Managing editor Adam Fricker says while
subscription sales have been harder to come by (typically between 70%
and 80% of NZ Geographic sales are by subscription) an increased effort
to promote bookstall sales has seen an increase of 20% over the past 12-
14 months.
“We were probably below our potential at retail, but it’s a good place to
acquire new subscribers and we’ve put a lot of effort and money into that
area. We’re pretty happy.”
“The recession has been incredibly tough but there have been some great
opportunities so we’ve had some wins and some losses,” says HB Media
editorial director Vincent Heeringa. Additions to the Good product range
are going well and Marketing magazine, which HB bought in June, has
been relaunched as a bi-monthly. “We’ve also grown the subscription of
Marketing by forming a strategic alliance with the Marketing Association.”
Heeringa credits an innovative business model with helping HB suffer
less than some other publishers. “We have long-term relationships with key
advertisers and partners. These allow us to weather the storm because it’s
not all advertising based. There are branded copies of the magazine, adver-
torial supplements, special one-off projects; we’re quite a diverse publisher.”
JOHN MCCLINTOCK (MPA). JOHN BAKER (TANGIBLE).ANDREW BUTCHER (TIME ASIA PACIFIC).PAUL DYKZEUL (ACP MEDIA).
AdMedia November 2009 19
magazines
Find out how we can make your sales growContact Carlee Atkin, Advertising Manager
09 361 4791 • [email protected] Audited net paid sales: 48,413
*Source: Audit Bureau of Circulations January - June 2009
Readership: 267,000Nielsen Media Research, National Readership Survey October 2008 – September 2009
New Zealand’s NUMBER 1 selling
food magazine*
So is the old publishing model
dead? “Not dead but it is on the
operating table. In our view any publisher
who thinks they’re still exclusively in the maga-
zine business has already got one foot in the grave.”
Parker, however, says the basics are still the same.
“But there’s certainly been some fine tuning over
the past year; a lot of that has been within the busi-
ness, not necessarily something that would be visible
to those outside.”
And the unique characteristics of the magazine model are being
recognised by more clients wishing to communicate with their target
audience, says Belton. “In the past 18 months Fairfax has launched three
new custom publishing products: Real, Host NZ and Rescue.”
Using covermounts to attract purchasers appears to be on the increase.
Free goodie bags, free DVDs – opportunities that are too good to miss. Or
are they? Healthy Food Guide’s Kim Mundell: “Readers are always delighted
to get free stuff and some people will buy anything to get a free goodie
bag, but it doesn’t change their connection to the magazine and in some
cases it could actually damage it.” She urges caution. “They’re an expensive
and risky band-aid.”
ACP Media’s Dykzeul calls them “a scourge” – one they’ve made a deci-
sion to progressively reduce. And at Fairfax, Lynley Belton says they’ve not
crossed the line to where gift with purchase dominates the acquisition
decision. “We produce quality magazines and readers still recognise this.”
“Covermounts,” says former Cos-
mopolitan editor Mia Freedman,
“are the crack cocaine of magazines”. They’re a
farcical way to promote circulation and the fastest
way to erode your brand, she says.
The magazine industry estimates that Kiwis consume
a staggering 80,000,000 magazines a year. Supermarket
sales alone account for 20 million – and the past year has
seen the focus shift to titles in the home, gardening and
food categories. NZ Gardener (winner of this year’s MPA Su-
preme Magazine of the Year award) has grown by 27% to nearly
300,000 per issue – “particularly around vegetable growing”, says
Belton. And, as more people entertain at home, Cuisine readership
is up 10%.
Healthy Food Guide, with its focus on simple, affordable recipes, contin-
ues to grow and Mundell reports a 14% increase in net circulation since
last year. “We’ve achieved some of our best ever retail sales in the depths of
the recession.” Advertising has also grown, she says. “Advertisers know that
every advertising dollar has to pay for itself, so magazines that are serving
a specific audience can do well.”
There’s a plethora of titles for specific audiences and industry pundits
predict even more niche titles in the future. Baker uses a river metaphor.
Mass market titles, he says, have a broad and shallow relationship with the
reader. “We would rather have one that’s narrow and deep and we think
that’s the future for us and the medium.”
20 www.admedia.co.nz
Lifestyle Publishing’s David Hall,
whose stable includes Wilderness
(Sport & Leisure section winner in this
year’s Magazine of the Year awards), Alfresco and
NZ Outside, believes there’s not just room for more
niche titles but that “it’s the only way to go”. All
publishing carries risks, he says, but with niche
they’re far less. “The more targeted the more chance
of success. We have some other titles on board right now and
we’ll probably go even more niche.”
Three-year-old Tourism Business is in that narrow and deep space with
its focus on the owners and operators of tourism businesses. Publisher
Annie Gray says while the year hasn’t been easy, with advertisers delay-
ing decision-making, being very tightly niched
has been an advantage. “We’re very clear about
who we are talking to.” Gray’s a huge believer in
the power of good editorial (“if you build it, they
will come”) and notes that it’s the publications that
offer something readers can’t get elsewhere, that are
showing growth.
“Magazines will morph and evolve, but targeted publica-
tions that talk directly to their readers about topics they
want to know about, will always have their place.”
Two new titles aim to do just that. Adrenalin has launched NZ
Auto Salon, an Australian title targeting modified car enthusiasts
and well regarded by that sector. “It’s a strong and well-known brand and
we believe it will be well received here,” says Parker.
And the biggest DIY magazine in Australia, Handyman, a monthly title
from Reader’s Digest, has arrived. A NZ editorial team ensures a genuine
Kiwi slant, says group advertising director Anthony Rice.
He believes Handyman will do well here. “The thing is we’re not brand
new. We already had around 12,000 subscribers in NZ, so we had a signifi-
cant footprint in the market.” However he sees the quality of the magazine
and a partnership which will see it on sale at checkouts in Bunnings,
nationwide, as important factors. “This strategic partnership – it’s by no
means a custom-published magazine – has been hugely successful for us
in Australia.”
Handyman is not just a magazine, says Rice. “It’s a whole publishing
programme built on the strength of the Reader’s Digest subscription
management model. We’ve got books on DIY, project plans; there’s brand
extension as well as a very good website with DIY advice in association
with the magazine.”CATHY PARKER ( ADRENALIN). BEVAN RAPSON (METRO).
29 October, 2009
Fastline / 29 October, 2009 / 1
M A N A G E M E N T C H A N G E S AT
Auckland visual effects & animation
studio Oktobor see general manager
Patrick McAteer move to a newly
created advisory role where, says a
spokesman for Sydney-based owner
Omnilab Media, he’ll “work with the
senior team to drive client initiatives
whilst acting as Oktobor’s brand
custodian”.
“Oktobor has always tried to do
things differently,” says McAteer in an
Oktobor statement. “The changes in
the management team allow Oktobor
to do just that.”
Later, Fastline spoke to McAteer in an
intriguing three-way conference call set
up by Omnilab’s Sydney-based PR man,
Salvatore T Di Muccio (who was on the
line but did not take part).
Seemingly upbeat, McAteer firmly
declined our invitation to describe his
new position as a ‘step back’, preferring
to term it ‘a move to’ (the phrase used
in the Oktobor press release).
He confirmed rumours that he’s bought
a Lone Star restaurant-bar franchise
for Wanaka, and planned to open for
business next year.
Head of production Bruce Everett
([email protected]) now takes
over day-to-day running of the facility.
McAteer can still be contacted at
[email protected] or 021 664 859.
Oktobor has also hired a new lead
colourist out of London. Details of this
appointment, and other management
changes, in Arrivals & Departures.
ALEXANDERS ADVERTISING CHRIST-
church has changed its name to
Alexanders Internet Marketing. “This,”
says gm Rachel Alexander, “reflects
the revolutionary market evolution
to web 2.0 media, and the amount of
work the agency is doing that involves
web design, seo and online marketing
strategy.”
The agency also has a new address – 166
Fendalton Rd, Fendalton, Christchurch
8052 (near the corner of Glandovey Rd,
close to advertising & media recruiter
Buzz Recruitment). Alexanders phone
number (03 348 8477) is unchanged;
Rachel Alexander is at r.alexander@
alexanders.co.nz.
RUN THE RED & VODAFONE’S QR
promotion drew a strong uptake from
AdMedia’s tightly targeted readership
when it featured on the cover of the
September issue.
The campaign promoted Quick
Response barcodes that, when scanned
by a high-end cellphone, take the
viewer to a mobile website. The QR
barcode on the AdMedia cover opened
up to Flying Fish footage from the
CAANZ Battle of the Ad Bands. The
promotion also advised readers on
how to download a QR reader, and
offered an HTC Magic/Google phone
as a competition prize.
• 146 unique visitors scanned the QR
code and visited the AdMedia mobi
site.
• The landing/competition entry page
was visited 302 times.
• The video on the BOTAB 2 page was
downloaded 107 times.
• And 97 messages were received with
the keyword ADMEDIA.
Most (81%) responses came in the first
five days after the magazine hit the
streets. “This suggests the behaviour
of the AdMedia reader is to try most
things when they’re hot in the hand,”
says the Run The Red report on the
promotion. “Taking into account that
the technology is new to NZ, the
successful campaign demonstrates
that using any mobile technology to
advertise adds value at every stage.”
The most commonly used cellphones
in the promo were Apple 42%, Nokia
22%, Blackberry 15%, Sony Ericsson
5%, other 16%.
GSL Network’s Monica Wales won the
HTC Magic/Google phone.
AUDITIONS HAVE NOW CLOSED IN
Special’s Orcon search for eight Kiwi
musicians to help Iggy Pop re-record
his hit, The Passenger.
Around 200 guitarists, drummers,
bassists, keyboard players, dancers
and singers – plus a cellist and a bikini-
clad tambourine player – have posted
their auditions (some are brilliant,
and others are just strange, but all are
Job of the week
SENIOR DIGITAL PRODUCER – AUCKLAND
If you are proactive and like working in a tight
team on high profile clients, then this
boutique design agency could be the place for
you. It’s essential that you have the personality
to manage and lead a creative team, as well as
build relationships with key clients, helping
them produce exceptional work. The majority
of your projects will revolve around banner
campaigns, as well as CD-Roms and Microsites.
You’ll need to be good at the numbers side of
the business too – developing cost estimates
and consistently delivering to budget.
Salary: Circa $90k pa Ref: 4186
webbanners.co.nz
NZ ManagementThe Leaders’ Magazine
NZ Management, published since 1955, is written for achieving
and aspiring leaders and managers and tackles critical leadership,
management and economic issues. NZ Management is independently
owned and published but has, since its founding, been the officially
recognised magazine of the New Zealand Institute of Management.
The DirectorThe Director, dedicated to coverage of the rapidly changing world of
corporate governance, is published bi-monthly in NZ Management.
[email protected] [email protected] www.management.co.nz
AdMediaAdMedia is New Zealand’s only dedicated monthly advertising and media
industry magazine. Together with its weekly industry newsletter Fastline,
it offers total industry coverage including breaking news, backgrounders
to the news, events, trend analyses, in-depth coverage of industry issues,
profiles, campaign strategies and sector features that make connections
between everything that is happening in the media marketplace.
FastlineFastline is delivered to every decision-maker’s desk first thing Thursday,
48 weeks of the year. Together, AdMedia and Fastline are the weekly and
monthly must-reads of every creative, and advertising & media executive
in New Zealand. The Fastline email updates service delivers press releases
and fast-breaking news items to our database as soon as they arrive.
[email protected]; [email protected] www.admedia.co.nz
OnfilmOnfilm is New Zealand’s only specialist monthly magazine for people
working, or wishing to work in the local film and television industry.
Each issue includes information, news, views and interviews covering
the entire industry.
[email protected], [email protected] www.onfilm.co.nz
FMCGFMCG is New Zealand’s leading magazine for the supermarket industry
and related sectors. It spans retailing, food and beverage manufacturing,
logistics, supply chain and associated technologies. FMCG provides lively
and authoritative coverage of industry news, commentary, category
reviews and special reports.
[email protected], [email protected]
grill & foodservicegrill & foodservice is the only magazine for the culinary community
written by industry professionals. It provides serious information
about food, beverage and service that the community finds stimulating,
informative and, at times, challenging. Readers of grill & foodservice make
up one of the largest sectors in the New Zealand economy – hospitality.
[email protected], [email protected] www.grill.co.nz
AdMedia November 2009 23
magazines
But does online work for magazines? And how much content are publish-
ers prepared to give away? “In the end you have to have the guts to say
‘my content is worth something; I’m not giving it away for free’,” said Time
Inc executive vice president John Squires. Time, currently celebrating the
50th year of its South Pacific edition, provides free news and entertainment
24/7 through Time.com.
Kowhai Publishing has a digital version of NZ Geographic available on
the Zinio platform. “We’re charging for it at the moment; doing a bit of sam-
pling with it. Digital sales haven’t been huge but it’s an additional way of
getting the magazine out there. We’re a bit reticent to go free,” says Fricker.
Lifestyle’s Hall admits the company has been struggling with the best
way to establish an online presence for a couple of years. “We’re looking
at digital publication of our titles but we’re still very unsure about how
people are going to read magazines – whether it’s one of those Kindles or
cellphones or laptops or whatever.”
He says Lifestyle doesn’t want to be left behind in the rush to digital but
it’s important that whatever is put in place shows a return. “We’ll tread
carefully but I don’t think we’ve got much choice.”
“Online works if a significant amount of value can be delivered via the
medium to reinforce the value of the magazine brand and hopefully result
in unit sales,” says Belton. She cites NZ Gardener and the Get Growing
community with its 20,000 weekly newsletter subscribers as a case in
point.
More than 33,000 unique browsers are attracted to Mindfood.com
every month, says McHugh. And, while the online version shares the same
philosophy and themes as the magazine, the content and experience is
unique, he says. “It’s a different platform. The content – 25 new stories a
day – is written for an online audience. We direct the consumer between
the different platforms – including Mindfood TV and Mindfood Podcast – to
enhance the Mindfood experience.”
UpstartUpstart magazine and website (www.upstartmag.co.nz) are the most
effective way to reach Kiwi boys and girls aged 7-13.
Upstart is distributed via retail outlets nationwide (cover price
$4.90); school subscriptions – purchased by teachers in primary
and intermediate schools nationwide; AND distributed by Air NZ to
children on their domestic, Pacific and trans-Tasman flights (as stocks
last). Circ: 15,000. Please also ask about the Upstart Friendship Club
direct marketing database options.
Contact: Sue Hoyle, [email protected] Ph: 06 877 3134, 021 740 730
homestyleReal homes, affordable styleWith an ethos of ‘real homes affordable style’ homestyle
is uniquely positioned as the middle market home and lifestyle
magazine.
From home hardware to interior design, homestyle covers every
home related topic – and keeps it within the broad middle range of
New Zealand budgets. Showcasing homes built between $300,000
and $800,000 homestyle provides a realistic alternative to its readers.
With a nationwide audience, this bi-monthly title offers advertisers
the perfect vehicle to communicate with New Zealanders seeking
affordable home living ideas, practical information and uniquely Kiwi
content. Time to get your brand in front of the right audience?
Contact Publisher David Nixon for more information on 0274 376 007 or [email protected] www.homestylemagazine.co.nz
KIM MUNDELL (HEALTHY FOOD MEDIA).
24 www.admedia.co.nz
LittliesLittlies 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 Guide; 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 protected], Ph: 09 578 3402
Foodtown magazineFoodtown 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 259,000 readers and our average print run
is 50,000 every 2 months.
Circulation: 36,572
Readership: 259,000
Adrenalin’s gone down the path
of providing taster articles and
putting extra content online, says
Parker. “Online is complementary to the
magazine, rather than replacing it.” Annie
Gray shares this view. “The two are quite
different beasts. I think magazines will evolve
considerably in the next year or two and I’m
right behind Rupert Murdoch – good editorial
doesn’t come free and if readers value it enough,
they will pay for it.”
So what’s next? “The media environment and market-
place has changed forever as a result of the seismic
shift in the way people communicate and gather
in communities of interest – a symptom of the IT
revolution and convergence of communication tech-
nologies,” says Mediaweb’s Toni Myers, who notes many
iconic print brands have gone and says more will follow.
But, she says, magazines will continue to have a place
in the media mix. However, as brands, they will no longer
stand alone and maintain that brand position. “Readers and
advertisers are demanding access to information in a number
of ways – print, email, online, mobile – but for strong magazine
brands the print offering will be the lynchpin around which
other offerings will revolve.”
There’s general agreement that niche titles will continue to proliferate,
and recovery in advertising spend is likely to be accompanied by renewed
product innovation in the industry, says Lynley Belton.
The internet will play a bigger role, says John Baker, but he believes the
future for magazines lies in the quality of editorial copy – “the foundation
of our business”. He wants to see more value placed on originality. “A move
away from the cut and paste mentality that’s permeated, not just magazines,
but media generally. But it’s not all bad. “There’s a dynamism in the market
which I think is actually rather healthy.”
Why would you want to be doing anything else, asks Paul Dykzeul. “It’s
the best business in the world.”
With APN Print you can have up to 8 colours per page, have metallic covers and text sections, gate-folds and die cuts. We don’t like to say no, so you also get multiple inserting, onserting, tip-ons, bagging, addressing, mailing and distribution.
“In launching the magazine we needed the best print team working with us. APN Print became very much part of our team, advising, guiding us, and making recommendations and suggestions on how best to achieve the quality we were after. Their entire team, got involved, the guys on the printing line. The binding team, sales team and pre press team we were all part of making MINDFOOD the best magazine possible. The results speak for themselves.
Our clients and readers often speak of the high quality printing of the magazine and we have APN Print to thank for that.”
Michael Mc Hugh, PublisherMc Hugh Media
“APN is a long time business partner to Time Asia, and have been providing print services to us for several decades. Their professional service is very much recognised. APN is fl exible in meeting our business strategy of ensuring prompt delivery of the magazine to our readers, contributing towards achieving customer satisfaction and meeting the needs of local readers.”
Nelson LukProduction Director, Time Asia
Total Property Total Property is New Zealand’s leading commercial and industrial
property magazine with a continually refined database built up over
many years of publication. With a print run of 18,000, it is distributed
quarterly to national and international property investors and investment
companies, business owner occupiers and key market influencers. It
contains editorial articles of interest to these sectors of the market as
well as NZ’s most comprehensive listing of commercial and industrial
properties for sale.
Contact: Editorial & Advertising, Neil Prentice, Ph: 09 375 8408 or 0274 757 671 [email protected]. www.bayleys.co.nz for E Book.
Waterfront Waterfront is an annual coffee table lifestyle magazine (oversize A4)
which has won a number of international marketing awards. It contains
waterfront-related feature articles and showcases a selection of many
of the best absolute waterfront properties for sale in NZ and Fiji. It
has a 7,000 print run and a highly qualified distribution database of
high net worth individuals and key influencers. An E Book version of
the publication is placed on www.bayleys.co.nz and is distributed to
additional international databases.
Contact: Editorial & Advertising, Neil Prentice Ph: 09 375 8408 or 0274 757 671 [email protected] www.bayleys.co.nz
Country Country is New Zealand’s premier rural property marketing publication.
It features editorial articles and properties for sale encompassing the
farming, horticulture, viticulture, forestry and lifestyle property markets.
The magazine is published bi-annually (October and March) and has a
print run of 12,000. It is distributed to a qualified database that includes
rural property owners and investors, rural bank managers, accountants
and lawyers, NZ embassies and consulates.
Contact: Editorial & Advertising, Neil Prentice Ph: 09 375 8408 or 0274 757 671 [email protected]. www.bayleys.co.nz for E Book.
AdMedia November 2009 27
magazinesTourism BusinessTightly niched... tightly targetedTourism Business magazine is the right vehicle to reach the owners
and operators of tourism businesses in NZ.
Luxury lodges, boutique hotels, upscale B&Bs, backpackers, holiday
parks, adventure operators, ecotourism, tours, charters and everything
in between.
Advertising enquiries contact: Diana Graham Ph: 0274 883 161 [email protected]
ParentingParenting magazine is based on a passion for giving children the best
possible start in life. It fills an important niche by providing guidance
for parents, not just for the early pre-school stage but right through
to the teenage years. With a loyal subscription base of over 7,000
and nationwide retail distribution, Parenting is the magazine New
Zealand’s most motivated and discerning parents read. For uncluttered,
competitively priced promotion, tailored campaigns and value added
opportunities in a trusted resource – think Parenting magazine.
Circulation: 11,672 (ABC Jan to June 09)
Contact: Heather Lowrie 09 524 1381 [email protected] www.theparentingplace.com
Alfresco $7.50Alfresco is totally committed to people who enjoy their gardens and
outdoor spaces. Its editorial focuses specifically on garden design and
outdoor living, exploring gardens all over New Zealand from those
with ‘grand design’ to a revamped courtyard flower bed. Readers find it
inspirational, using the magazine’s articles and images to beautify their
own patch of heaven.
Contact: Michael Larimar Ph: 09 570 2658. [email protected] www.alfresco.co.nz
Wilderness $8Magazine of the year sports and leisure 2009For the past 18 years Wilderness has been showing its readers the way to
the most beautiful areas in New Zealand, whether that be by foot,
mountain bike, or sea kayak. Each issue is read by more than 78,000
people, the vast majority of whom consider the magazine their template
for all things outdoors. They are proven purchasers of outdoor gear and
class advertisements in Wilderness as relevant and believable. ABC 7459
(June 2009).
Contact: Dave Nicholson Ph: 09 570 2658 [email protected] www.wildernessmag.co.nz
Bride & Groom magazine New Zealand’s No 1 wedding magazineNew Zealand’s bridal bible for more than 20 years, Bride & Groom is
what every engaged couple wants to have, hold and to read! With every
issue brimming with hundreds of hot wedding ideas and trends, this
glossy publication features the latest bridal fashion and beauty, planning
advice, etiquette, travel tips, relationship advice and more. Complemented
by its annual bridal show, no other magazine has so much influence over
a readership embarking on the biggest spending and decision-making
period of their lives.
Published quarterly in February, May, August and November.
Circulation: 13,400 (ABC January - June 2009)
Readership: 120,000 (Nielsen July 2008 - June 2009)
Contact: Lesley Walker. Email [email protected] The Fusion Group Ltd, PO Box 37 356, Parnell, Auckland Ph: 64 9 336 1188 www.brideandgroom.co.nz
Pet New Zealand magazineThe magazine for all animal loversPet is New Zealand’s number one magazine dedicated to pet owners
and all animal lovers. It’s a high-quality, glossy magazine that is visually
exciting, has excellent design, photography and editorial content, and
provides a first-class advertising environment for the multi-million dollar
pet industry. Readers love Pet with its pages bursting with heartwarming
stories, expert advice and the latest pet products and services. A family
magazine, Pet appeals to all age groups and has great kids’ pages, with
giveaways galore.
Published quarterly in March, June, September and December.
Circulation: 13,802 (ABC January - June 2009)
Readership: 108,000 (Nielsen July 2008 - June 2009)
Contact: Lesley Walker. Email [email protected] The Fusion Group Ltd, PO Box 37 356, Parnell, Auckland Ph: 64 9 336 1188 www.petmag.co.nz
AdMedia November 2009 29
magazines
Launching 25th november 2009
Your world of magazines…
www.magmag.co.nz Reinventing magazine subscription retailing
mags onlineMagMag, the Magazine Marketing Company’s new online offering, has
something to offer both subscribers and publishers, says md Stuart
Shepherd. “It’s a revolution in online subscription retailing and intended
to be a meeting place online to preview new content and ultimately
drive readers to the magazine subscription programmes operated on
behalf of the publishers,” he says.
Starting this month, MagMag will phase in a number of new services.
“It’s taking subscription retailing to a whole new level by actually going
behind the scenes to give readers and subscribers access to magazine
content including breaking news, cover stories, interviews and features
from the magazines themselves.”
And, he says, there are positives for publishers – marketing services,
customer acquisition programmes, point of sale and merchandising, au-
dience development, advertising opportunities and thousands of online
readers and subscribers by group and interest area profiles.”
The MagMag publisher login allows access to the new MagMag pub-
lisher services CMS system with features including editorial content
inputs, cover stories and images, auto banner creation, sales reporting,
online metric data and more.
“There are also opportunities for the wider community, through
sponsorship and fundraising and featured links,” says Shepherd. “Af-
filiates – friends of MagMag – are a major focus for the MagMag traffic
building strategy. We have over 60 featured links appearing in phase
one of the feature pages.”
Affiliates assist with reciprocal branding and traffic deals as well as
generating unique MagMag customer value ads through a number of
the category and channel promotions, he says. “Discussions are under
way with a number of leading community organisations to assist in
the area of fundraising with schools and libraries and major charities
in 2010.”
With over 2000 titles from here and around the world offered by
subscription, MagMag is NZ’s largest online magazine retailer, says
Shepherd.
GABRIEL RUVINETTI, KISRTY GRAHAM, STUART SHEPHERD, LEESA FENTON.
mags o
nlin
e
Hawkhurst Media(09) 589 1054
Kerry McKenzie [email protected] Selak [email protected]
INSPIRED IDEAS. HANDS.ON HELP.
CUSTOMERS GALORE.
NOW THAT SHANDYMAN.
We all know that New Zealanders love their DIY. And now they’re turning to Handyman magazine for great painting, renovating and building advice.
Phenomenally successful in Australia, New Zealand’s new Handyman already has 12,000+ subscribers and a total circulation of 17,000.
It’s a great place to advertise. In fact an extraordinary number of NZ advertisers are already on board, so here’s a handy tip. Run a rule over your magazine schedule. If it doesn’t include Handyman, it’s time to call Hawkhurst Media.
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INDEX
Publisher Magazine/s Page No.
Academy Publishing Canterbury Today, Central Today, Principal Today, Auckland Today, Wellington Today, Hospitality Today,
Retirement Today
31
ACP Media Woman’s Day; Little Treasures; Your Home & Garden; Taste; Fashion Quarterly; The Australian Women’s
Weekly; Cleo; Metro; Next; North & South; FHM; HOME New Zealand; Lucky Break, NW, Top Gear,
Kia Ora
IFC
Bayleys Realty Group Waterfront; Total Property; Country 26
Fairfax Magazines 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
14,15
Gourmet Food Publishing Foodtown Magazine 24
Hawkhurst Media Handyman 30
Healthy Food Media Healthy Food Guide 19
Horticulture New Zealand The Orchardist magazine 20
Lifestyle Publishing Alfresco; Wilderness 27
Littlies Littlies Magazine 24
McHugh Media Mindfood magazine 17
Mediaweb Ltd AdMedia; BWS; C-Store; FMCG; grill & foodservice; Grocers' Review; NZ Management; Onfilm 22
NZ Geographic NZ Geographic Magazine 5
Parents Inc Parenting Magazine 27
Pluto Group Homestyle Magazine 23
Tearaway Tearaway 21
The Fusion Group Bride & Groom; Pet 28
Tourism Business Publishing Tourism Business Magazine 27
Syrup Upstart Magazine 23
Magazine distributor Page No.
Realview 18
TMMC The Magazine Marketing Company 29
Printers Page No.
APN Print 25
Benefitz OBC