Stuff re-launches NZFarmer after five-year hiatus

After a five-year break, NZFarmer, New Zealand’s largest free rural newspaper, is set to make a comeback under the leadership of experienced farming journalist and former dairy farmer Sonita Chandar.

This monthly publication will be distributed to more than 91,000 rural properties across Aotearoa, with an expected readership of 180,000.

Lee Piper, Stuff Director of Regional and Rural Markets, says the newspaper will “get to the heart” of the latest news in agribusiness and the people behind the industry.

“Its reprisal and rejuvenation is testament to how important the rural sector is to Stuff,” he says.

“The agriculture, forestry and fisheries industries provide major production and export business in New Zealand with a GDP amounting to over $ 13.5 billion per annum*. We are seeing some confidence slowly returning to the market after a tough 2023 and the last three Global Dairy Trade auctions have seen the price steadying, meaning a slight change in Fonterra’s forecast farmgate milk price, and we hope this trend will continue. 

“NZFarmer offers a unique proposition for advertisers because it is New Zealand’s only rural national newspaper that has regionalised editions.

“Stuff is where it’s at when it comes to rural audiences, reaching 82 percent of the rural market** across print and digital channels. We are firm believers in using insights to build powerful, multi-channel campaigns to help our rural partners reach, influence and convert new customers,” Piper adds. 

With over two decades of media experience and a solid decade in the rural sector, Chandar has a deep understanding of her audience’s needs. She has also lined up expert panelists for regular features, such as Gordon Stuart from Chaperon discussing rural banking and New Zealand soil scientist Doug Edmeades.

“NZFarmer has established a strong and enduring connection with rural communities across Aotearoa New Zealand, holding a special place in the hearts of many farmers and their families,” she says.

“Our regular features will span everyday work life on the farm, through to lifestyle content for those rare moments away from the farm. We will feature stories on what matters to people in the rural sector – from future-focussed research, sustainability and innovation features through to travel and real estate.”

The team can be reached at nzfarmer@stuff.co.nz for any media or advertising enquiries. 

*In the year ending March 22

**Source: Nielsen CMI Q4 21 – Q3 22 Sep 22 Fused – STUFF

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