Stuff leads in digital and print as masthead brands grow annually

Stuff Group remains New Zealand’s leading digital and premium print media organisation, according to the lastest figures from Nielsen.

The company reaches 3.47 million Kiwis every month, with Nielsen naming The Post as the country’s fastest growing national news brand. 

Stuff.co.nz has averaged over 340,000 more New Zealanders than its nearest competitor over the past six months, while Stuff Group’s Masthead Publishing division is also seeing strong, rapid growth.

Nielsen’s quarterly readership results show year-on-year increases in newspaper readership for The Post (+4.5%), The Press (+3.3%) and the Waikato Times (+27%). These gains follow digital subscription growth exceeding 40% for each title.

Premium content, real impact

Across digital and print, 812,000 Kiwis now read The Post each month with three out of four readers from outside the Wellington region.

Its digital audience has grown 31% over the past 12 months. Meanwhile, its premium print edition has an influential readership: they are 40% more likely to own a business, have household incomes 6% above the national average and nearly half hold a postgraduate or higher degree.

Joanna Norris, managing director of Stuff Masthead Publishing, says digital news subscriptions have continued to grow this year, even as the cost of living bites. 

“Kiwis value and trust quality journalism and The Post’s unique intersection of business, power and politics is driving its large national readership.

“While most newspaper readerships decline, our major news brands have bucked that trend this quarter and their digital audiences are growing too. 

“These premium journalism digital and print products are where our commercial partners can see real impact from connecting with audiences who value quality and have consumer dollars to spend,” Norris adds.

Separation means acceleration

Stuff’s lifestyle magazines also showed year-on-year growth in today’s results. NZ House & Garden has a readership of 380,000, up 1.6% from a year ago.

Stuff Group owner and publisher Sinead Boucher says separating the business into Stuff Digital (stuff.co.nz) and Masthead Publishing has created momentum by allowing each to focus on distinct audiences, revenue and growth strategies.

“Two and a half years on, the evidence is clear: separation has meant acceleration,” she says. 

“Both Stuff Digital and Masthead Publishing are performing with confidence and clarity, focusing on their strengths and allowing us to deliver scale and innovation as well as strong and loyal audiences. This adds huge value to our commercial partners as they seek new ways to engage in trusted, brand-safe environments.” 

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