Stuff readership soars across print and digital

AUCKLAND, Today: More Kiwis are picking up The Post, The Press, and Waikato Times, with Nielsen’s latest results showing readership climbing steadily over the past quarter.

Add in their digital subscription audience, and these mastheads now connect with an impressive 1.4 million New Zealanders every month.*

Joanna Norris, Stuff Masthead Publishing Managing Director, says, “Stuff Group continues to have the number one combined print and digital audience – stuff.co.nz is the country’s largest New Zealand website and Stuff’s newspapers and premium magazines outstrip the competition.”

“In total, we reach 2.3 million Kiwis each month** across our daily and community newspapers and premium magazines,” she explained.

“Stuff Group continues to have the number one combined print and digital audience.” – Joanna Norris

“Our focus on beautifully told New Zealand stories, trusted journalism, and news relevant to our audiences has driven a really strong finish to the year for our print products, which alongside our rapidly growing digital mastheads are loved and supported by New Zealanders.”

Stuff magazines are thriving despite economic challenges. NZ House & Garden grew its readership by 7% last quarter, reaching 401,000 readers and holding its title as New Zealand’s top home, garden, and entertaining magazine. Meanwhile, NZ Gardener increased its reach by 2.4%, now engaging 254,000 readers.

Stuff’s Director of Agency Markets, Jaana Collins, highlighted the value of print audiences, saying, “Not only are print audiences demographically valuable for brands, print also has exceptionally strong brand recall effects. Combine this with our digital offering and the wealth of data and insights that Stuff Group can deliver for our commercial partners, and you have a winning combination for maximum brand impact.”

“There’s really no better place to advertise to reach and engage with Kiwis across the motu at scale.” – Jaana Collins

She added, “There’s really no better place to advertise to reach and engage with Kiwis across the motu at scale.”

Digital subscriptions for The Post, The Press, and Waikato Times are also surging, according to Norris. “Our digital subscriptions are up 16% on the previous quarter and have seen a whopping 163% growth on the same quarter last year, well over double^.”

She continued, “We’ve greatly expanded our content offering for digital subscribers this year to include strong local stories from our regional mastheads and inspiring lifestyle content from NZ House & Garden and NZ Gardener magazines, alongside the sharp political, business, and economic news and analysis our journalists deliver each day. Our subscribers can support and access all of this for just the price of a flat white each week.”

*Source: Nielsen CMI Q4 23 – Q3 24 fused with Sep 24 online.
**Source: Nielsen CMI Q4 23 – Q3 24. Total Stuff print readership includes daily & community newspapers, newspaper-inserted magazines, and premium magazine titles.
^Source: Stuff Group.