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

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18 www.admedia.co.nz

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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 • carlee.atkin@hfm.co.nz 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

(beverett@oktobor.com) now takes

over day-to-day running of the facility.

McAteer can still be contacted at

pmcateer@oktobor.com 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.

editor@management.co.nz admanager@management.co.nz 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.

editor@admedia.co.nz; admanager@admedia.co.nz 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.

editor@onfilm.co.nz, admanager@onfilm.co.nz 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.

editor@fmcg.co.nz, admanager@fmcg.co.nz

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.

editor@grill.co.nz, admanager@grill.co.nz 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, sue@syrupcreative.co.nz 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 david@homestylemagazine.co.nz 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 lesley@littlies.co.nz, 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 neilprentice@xtra.co.nz. 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 neilprentice@xtra.co.nz 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 neilprentice@xtra.co.nz. 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 Diana@tourismbusinessmag.co.nz

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 heather.lowrie@parentsinc.org.nz 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. Michael@lifestylepublishing.co.nz 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 Dave@lifestylepublishing.co.nz 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 lesley@brideandgroom.co.nz 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 lesley@petmag.co.nz 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 kerry@hawkhurst.co.nzMaree Selak maree@hawkhurst.co.nz

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