2.96 million New Zealanders deeply engaged with Fairfax Media brands

Nielsen Consumer and Media Insights Survey (Q2 11-Q1 12)

The latest results from Nielsen's Consumer and Media Insights Survey shows that Fairfax Media's brands connect with 84.3% of New Zealanders 15+ everyday, offering advertisers the broadest possible connection with an engaged audience nationwide.  

Fairfax Media's metropolitan dailies in particular have outperformed their competitor's, with the Waikato Times, following its move to morning publication in September 2011, up 10.6% year-on-year to reach 104,000, and the Dominion Post up 7.1% year-on-year to reach 241,000. The Press has performed well, retaining the readers it gained during a tumultuous 2011, reaching 238,000 people.

Highlights:

  • Strong performance from metropolitan dailies, with Waikato Times up 10.6% year-on-year and the Dominion Post up 7.1% year-on-year
  • New metrics available for the first time this quarter show high levels of reader engagement with Fairfax daily and weekend newspapers, spending on average 34 minutes per day reading weekday papers and 63 minutes per day reading weekend editions
  • Stuff.co.nz reached 1.66 million people aged 15 and over in April 2012[1]
  • Monthly unique visitors to the Stuff mobile site up 121% to 1,139,705[2]
  • Significant growth in mobile platforms, with iPhone app users up 131% year-on-year to 99,881 unique monthly viewers and iPad app users up 226% year-on-year to 36,209 unique monthly viewers[3]
  • Video views on stuff.co.nz are averaging more than 1.1million streams every month [4]
  • Strong magazine growth across lifestyle titles in particular, with NZ Life & Leisure up 11.7% to 134,000 and Cuisine up 7.5% to 428,000

Allen Williams, Fairfax Media's Chief Executive, says the strength of the performance of metropolitan dailies shows how important newspapers are in the daily lives of New Zealanders.

"The performance of our newspapers, combined with the strong growth in online and mobile platforms, shows New Zealanders are reaching out to Fairfax Media's brands for the news and information they want, when and where it suits them best. The fact that our readers are dedicating more than 30 minutes of their day to actively engaging with our newspapers shows what a crucial role they play in providing news and information.

"In addition to the daily news audience, our magazine titles are resonating with readers. They are passionate and actively engaged with the content proposition newspapers and magazines give, showing print is not slowing down in this country as some would believe," says Williams.

Along with the strong performance of NZ Life & Leisure and Cuisine, NZ Lifestyle Block is up 25% to 90,000, NZ Horse & Pony is up 11% to 81,000 and Fish & Game NZ is up 15.9% to 291,000.

Ends

Sources

  • Nielsen Consumer and Media Insights Survey (Q2 11-Q1 12)
  • Comscore - April 2012
  • Omniture SiteCatalyst April 2012

About Fairfax Media

Fairfax Media is an innovative, integrated multi-media business with strong brands across multiple platforms including newspapers, magazines and digital.

Fairfax Media has two national, nine daily and more than 60 community newspapers, 25+ magazines, and market leading website stuff.co.nz.

Click here (PDF 169.1KB) to see the company's full portfolio of media brands. 

For further information, please contact:

Fairfax Media Communications and Marketing Manager
Nicola Igusa
09 925 9817 or 027 704 7521
email media@fairfaxmedia.co.nz 

  1. Comscore - April 2012
  2. Omniture SiteCatalyst April 2012
  3. Omniture SiteCatalyst April 2012
  4. Omniture Site catalyst March 11-April 12 average video views