Real-life reads and foodie mags winning the readership war

Nielsen’s latest round of readership results show the Herald on Sunday winning the weekend war, real life titles experiencing a rise and the foodie magazines on the go.

The year-on-year results, which pit 2009 against 2010,* are out today.

Sunday News is the worst hit of the Sunday titles, dropping from 302,000 readers to 280,000, while the Sunday Star-Times dropped from 563,000 to 533,000.

Meanwhile, the Herald on Sunday has risen from 371,000 to 379,000.

However, while Nielsen determines the two decreases “significant,” the HoS increase is termed “not significant.” Nielsen makes the judgment by allowing for a potential increase in the population.

In spite of the SST drop, the paper still boasts a bigger reach than the HoS. The SST reaches 15.6% of the population aged 10+ while the HoS reaches 11.1%.

Sunday News trails on 8.2%.

In other newspaper news, the communities have held steady but the North Shore Times and the Western Leader have showed significant growth.

The real life magazine market looks to be hot stuff, with That’s Life (NZ Magazines) going head to head with newcomer Lucky Break (ACP).

Lucky Break has shot up 26%, going from 116,000 to 147,000, while That’s Life has increased 12% from 265,000 to 297,000.

While Lucky Break’s increase is more impressive, That’s Life still beats Lucky Break on reach – at 8% of total readers aged 10+ to 3.9%, respectively.

The titles are understood to be profit-making, with high engagement by loyal readers. However, they suffer a lack of attention from media buyers and as a result typically carry very little advertising.

Media buyers tend to view such magazines as low-socio economic and hence unattractive but the reality is they have a powerful reach to household shoppers of everyday FMCG items.

The mass-market women’s weekly titles continue to be popular.

NZ Woman’s Weekly is the leader of the pack, just beating competitor Woman’s Day on 834,000 to 814,000.

NZWW is up 4.9%, while WD has increased 7.1%.

Meanwhile, third wheel New Idea trails with a tiny readership decrease from 464,000 to 462,000.

Monthly title Metro has experienced a 25% increase from 119,000 readers to 149,000 while ACP stablemate North & South has also risen, rising 16.9% from 260,000 to 304,000.

Food titles are popular, with Healthy Food Guide growing 26.7% from 280,000 readers to 355,000. Luxe title Taste has risen 31%, from 164,000 readers to 215,000.

Cuisine has gone slightly up (now on 407,000), while Dish has risen 32% from 104,000 readers to 138,000.

Newcomer NZ Good Health, which ACP launched last year, has reported inaugural readership of 118,000, reaching 3.2% of the total population aged 10+.

*Q1-Q4 2009-2010, national.

Winners – “significant” increases in readership, 2009 to 2010

Title                                                % increase            Readership 2010

Dish                                                 32%                        138,000

Taste                                               31%                        215,000

Healthy Food Guide                        26%                        355,000           

Lucky Break                                    26%                        147,000

Metro                                               25%                        149,000

North & South                                 16.9%                      304,000

That’s Life                                       12%                         297,000

Woman’s Day                                  7.1%                       814,000