Magazine Collective launches to make advertising in mags easier and more effective

The Magazine Collective launches today with six publishers working together to offer advertising solutions into 12 of the most recognisable magazine brands in New Zealand, including Woman’s Day, North & South, Metro, Dish, Here, NZ Geographic and more.

The Magazine Collective will offer joint responses to client advertising briefs across these iconic titles to simplify the process for both agency and direct clients. The service will also make it easier to access the 2.7 million highly engaged and desirable readers of these much-loved brands, with the convenience of one point of contact from briefing through to implementation and reporting.

The new collective will also offer access to the vast digital audiences of the brands creating unique opportunities for cross platform advertising solutions and content marketing.

The website is live and hosts audience profiles, deadlines, and advertising specifications for each title in an easy to navigate format. Additional functionality will be added this year allowing clients to build and plan their own campaigns through a portal on the site.

The site will also host case studies and the latest research from a proprietary panel of 10,000 New Zealander’s who are also available to respond to client surveys or product testing.

Stuart Dick, GM of ARE Media and founding member of The Magazine Collective says: “It is an exciting time for magazines, the strength of the channel is illustrated by the number of successful launches and relaunches over the past 18 months and the strong copy sales data we are seeing. The Magazine Collective will make it easier for clients to access the highly engaged audiences that these titles deliver.”

The publishers involved in the collective include; ARE Media, ICG Media, HERE, Metro, North & South and Kowhai Media.

Why magazines?

Magazine brands offer some of the most engaged audiences of any media channel through both print and digital touchpoints.

New data from two different sources shows the Kiwi love affair with local magazines continues, with readership and sales both up strongly.

Nielsen results (Q4 2020 – Q3 2021) record a 6.4 percent increase in total magazine readership compared to a year prior.

Well over a million New Zealanders (1,154,000) now subscribe to a magazine (up 6 percent YOY), and the average time they spent reading a magazine is 62 minutes (up 11 percent YOY), Nielsen data shows.

And recent figures from Are Direct – the company who distribute magazines to retail outlets – show sales of all magazines in one of the major supermarket chains were up 14.7 per cent YOY for the three months to the end of September. For local titles only, the story is even stronger, with sales jumping 26.7 per cent over the same period.

The NZ Listener is a particular success story, recording a readership of 225,000, up 23 per cent from the last time its readership was released (Q2 2019 – Q1 2020).

Other titles which recorded good increases in the latest Nielsen survey were NZ Geographic (up 23 percent to 411,000); along with Dish which had a YOY increase.

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