According to the Nielsen National Readership Survey, July 08 - June 09 total magazine readership in New Zealand is up compared with a year ago.
In tough economic times New Zealanders are relying on magazines both for escapism and advice. According to the research, nine out of ten New Zealanders read magazines and readership trends show how Kiwis are adapting their behaviour during the recession.
There is a significant growth across the Home, Gardening and Food categories up 91,000 readers. Magazine that focus on activities in the home or on health and lifestyle have generally grown or held their readership, with notable increases from Healthy Food Guide, Cuisine and NZ Gardener and Your Home and Garden Magazines.
Showing that the passion for magazines is continuing with younger readers other strong performers have been youth magazines such as Crème and Girlfriend.
In the last 12 months New Zealanders spent over NZ$88 million and bought more than 20 million magazines in supermarkets.
Further results from the readership survey reveals magazine readers are more likely than the average to:
• Work full time (35+ hours a week)
• Earn above average household incomes
• Own their own homes
• Spend a lot of money on clothes
• Often buy on impulse in a supermarket
• Try to buy NZ made products often
Lynley Belton, Magazine Publishers Association of NZ Chair and General Manager of Fairfax Magazines commented, "We work in a dynamic industry which is proving to be very resilient in challenging times. We produce world-class magazines and we get to inspire, inform, educate and entertain the vast majority of New Zealanders, who we know love magazines. Magazines are widely regarded as a trusted and relevant friend, and that creates a powerful environment for advertisers."
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