Stuff retains largest national audience

Stuff continues to be the go-to news outlet for New Zealanders across the country, according to the latest data released from global information and measurement company, Nielsen.

Reaching 3.485 million Kiwis each month across print and digital, Stuff has held its dominance in all the major cities with 1.2 million in Auckland, over 402,000 in the capital, and 343,000 in the Waikato.

“We have more journalists on the ground than any other media company, which means we can focus on content that is highly relevant for our audiences,” says Joanna Norris, Chief Content Officer.

“We get New Zealand and we love that audiences turn to us to make sense of their world through trusted journalism. We focus every day on bold and spirited content that cuts through the noise, tackles misinformation and helps New Zealanders live quality lives.”

Stuff’s unrivalled reach and scale also gives the company a deep and rich understanding of New Zealanders adds Chief Data and Insights Officer Dina Hay, which provides important insights resulting in engaging content and purposeful customer solutions.

Meanwhile the NZ Herald is also celebrating a milestone, with more than 2.26 million Kiwis engaging with its print and digital content each week, its biggest brand audience in its 158-year history.

Overall, New Zealand Media and Entertainment (NZME) now reaches an impressive 3.4 million people across its print, digital and audio platforms.

The latest Nielsen news readership results released revealed that the NZ Herald reaches 598,000 readers each issue on average, with the Weekend Herald reaching 740,000 and the Herald on Sunday reaching 346,000.

Several of NZME’s regional papers also celebrated growth in readership with the Northern Advocate, Rotorua Daily Post and Whanganui Chronicle all seeing a boost in audience numbers year-on-year.

Shayne Currie, NZME Managing Editor, says these results show that the digital transformation strategy is delivering results and increasing brand presence while continuing to serve the traditional print audiences.

“This is the cherry on top of a fantastic week which has seen NZME win a haul of awards at the Voyagers… the relaunch of the Herald on Sunday, and the release of our half-year financial results that showed growth in profit and revenue,” he says.

“Our 300 editorial staff in newsrooms across the country are focused on providing our readers with quality, trusted content and we’re pleased that Kiwis continue to support our journalism, even after the peak of Covid when news readership and listenership was very high,” he says. 

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