85%+ of New Zealanders reached by Fairfax Media Brands

14 Feb 2011

For the first time, Fairfax Media’s stable of brands is found to be read by a staggering 85.2 per cent of New Zealanders aged 15+ years on an average day.

The result, up 2.5 per cent year on year, is from the January to December 2010 Nielsen Consumer and Media Insights survey.

CEO of Fairfax Media, Allen Williams says the positive results reflect the significant on‐going investment into quality journalism and a ‘content first, channel second’ approach.

“We are a multi‐platform media company, with an investment in our 750+ journalists and as such, the superior quality of our news content is what drives our business across newspapers, magazines, online, and the recent additions of mobile, tablet and video. We view these readership results as testament to the power of integration we have achieved across platforms for our audiences.”

In the metropolitan newspaper category, the survey concluded Fairfax Media’s, Dominion Post, Press and Waikato Times were up 1.5 per cent from the September results release*.

The Press now reaches 228,000 people aged 15+ years. This is an increase of 6 per cent readership, or 13,000, year on year. Its coverage of last September’s earthquake has been highly commended and seems to have galvanised the sense of community solidarity.

The Waikato Times remains the fourth largest newspaper brand reaching 114,000 New Zealanders aged 15+ years daily, when readership of the paper and online is combined. Wellington’s Dominion Post increased its print and online combined footprint by 10,000 readers period on period*.

Within Fairfax’s Sunday newspaper category, there was an impressive 16,000 increase in readership since the September result*. Fairfax Media’s Sunday News and Sunday Star-Times led this increase with a combined 15,000 more readers aged 15+ years, to 698,000. In the same period, readership of the competitor Sunday newspaper decreased*.

In Auckland, the Sunday Star-Times had the largest year on year readership growth of any paid paper up 16.1 per cent.

All of Fairfax Media’s paid magazine titles showed a year on year increase in readership for those aged 10+ years. The impressive results were led by Fairfax Magazines key lifestyle titles such as NZ Life & Leisure with a 28.6 per cent increase. NZ Gardener gained an impressive 12.1 per cent or 37,000, Cuisine also increased its readership by 3 per cent or 12,000, and NZ House & Garden was up 4.7 per cent or 25,000.

Stuff.co.nz news site continues to outperform its competitors in audience and engagement metrics. The latest January 2011 release from Nielsen Online reaffirms the power of the brand that Stuff.co.nz is New Zealand's most popular and largest news website. Furthermore, ComScore's latest results show Stuff.co.nz is the most engaging New Zealand news and information site when compared to its competitors in this category.


  • Nielsen Consumer & Media Insights Q1 – Q4 2010
  • Nielsen National Readership Survey Q1 – Q4 2009.
  • *Nielsen National Readership Survey Q4 2009 – Q3 2010
  • ComScore MediaMetrix December 2010, News/Information Category
  • Nielsen Online Market Intelligence Domestic, Jan 2011, General News Category

For further information please contact:

Victoria Coleman
Marketing & Communications Manager, Fairfax Media
09 970 4008

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