Magazine 360°

Magazine media metric that captures audience of magazine media content across multiple platforms and formats

Magazine 360: top ten mag brands across web, Facebook, Instagram, YouTube, events and print

NZ Geo 

 

There’s an ongoing conversation in the industry that magazine readership figures are down. Every quarter, Nielsen releases readership figures and the drops, alongside the odd increase for some lucky titles, provide further motivation for the doomsday prophets. However, print readership is only a fraction of the wider picture of a magazine’s audience and the MPA has the numbers to demonstrate this. Its Magazine 360 tool has, since June, been recording and releasing audience numbers for publications across all platforms for both the industry to see and media agencies to use.

Addressing the importance of the Magazine 360's establishment, earlier this year, OMD strategy director Cat Macnaughtan told StopPress the tool ensures publications that might not have typically been considered now are.

“Above and beyond that the real power of this tool is giving planners a tool to measure the power of the influence magazines have across all the platforms that they engage with their audiences on now.”

Summing up the importance of the Magazine 360 tool, FCB Media's head of strategy, Anne Lipsham, added: “People have relationships with brands, not channels.”

And beyond their belief that the scope should be widened to look beyond just readership and circulation, the Magazine 360 tool's numbers speak for themselves.

According to the September recordings, New Zealand Geographic’s Facebook reach is bigger than its readership. It has a readership is 330,000 while its Facebook reach in New Zealand is 336,827.

That reach earns New Zealand Geographic top spot for Facebook when looking at the performance of the other local publications included in the Magazine 360. However, Kowhai Meida-owned title is an anomaly as the rest of the top 10 is dominated the consumer and consumer special interest magazines, including Nadia, Woman's Day and OhBaby. The food segment also has a representative, with Taste sneaking into 10th position.   

 

NZ Facebook Reach 

New Zealand Geographic

336,827

Nadia

325,563

Woman's Day

324,161

OHbaby

225,555

Fashion Quarterly

212,004

Noted

189,344

MissFQ

177,127

NZ Woman’s Weekly

163,893

Now To Love

150,400

Taste

140,475

 Sourced from Magazine 360 NZ Facebook Reach (latest 3 months rolling average - September 2017) https://magazine360.co.nz/ 

 

 

Woman's Day, OHBaby & Nadia 

 

Readership

(AIR)

Q2: 1st July – 30th June 2017 (Rolling 12 months)

Circulation

(ANC)

H1: 1st April – 31st March - ABC (Rolling 12 months - six monthly) 

Brand

Readership

(AIR)

Brand

Circulation

(ANC)

AA Directions magazine

859,000

AA Directions magazine

621,731

NZ Woman’s Weekly

591,000

Habitat

342,555

Woman's Day

566,000

TV Guide

105,406

The Australian Women's Weekly

494,000

Woman's Day

73,396

NZ House and Garden

488,000

Living Well

70,348

Healthy Food Guide

380,000

The Australian Women's Weekly

60,081

TV Guide

361,000

NZ Listener

47,976

KiaOra

351,000

NZ Woman’s Weekly

46,149

New Zealand Geographic

330,000

Nadia

43,161

NZ Gardener

298,000

NZ House and Garden

40,626

Sourced from Magazine 360 Circulation and Readership https://magazine360.co.nz/ September 2017 

 

The picture looks different when moving to Twitter as the social media site is dominated by current affairs and business titles. Metro leads with 66,918 followers, followed by Idealog’s 49,700 followers. 

 

Twitter Followers

Metro

66,918

Idealog

49,700

NZ Listener

15,771

Cuisine

11,000

Fashion Quarterly

7,318

NZ Marketing

7,167

StopPress

7,167

Good

6,261

Healthy Food Guide

5,911

Woman's Day

4,860

 Sourced from Magazine 360 Twitter followers - https://magazine360.co.nz/ September 2017

 

    

Metro, Idealog

 

The web numbers indicate that Bauer's hub strategy seems to be paying off, with the media company's mastheads Now to Love and Noted taking the top two spots. 

Now To Love is home to content from New Zealand Woman’s Weekly, Woman’s Day, Good Health ChoicesThe Australian Women’s Weekly NZ, Simply You Style and Next, while Noted regularly features content from The Listener, Metro, Paperboy and North & South

When Now to Love launched in April, Bauer’s digital director Michael Fuyala outlined a goal to deliver more than 500,000 unique sessions in month one. With an audience of over 300,000, the title is well on track to reaching this goal. 

Bauer’s other content hubs, Food to Love (106,479 unique users) and Homes to Love (76,735) also make an appearance in the top ten, in fourth and sixth position respectively.   

Autotrader, Healthy Food GuideFashion Quarterly/MissFQ, NZ Fishing News and Ohbaby also make an appearance in the top 10 websites, which is significant because they don't appear among the top ten titles in terms of print readership.

 

Website Unique Users NZ

Now To Love

316482

Noted

157397

Autotrader

153386

Food to Love

106479

Healthy Food Guide

85172

Homes to Love

76735

Fashion Quarterly/MissFQ

65297

NZ Fishing News

63904

New Zealand Geographic

59857

OHbaby

55861

Sourced from Magazine 360 Website Unique Users NZ - https://magazine360.co.nz/September 2017

 

       

NZ Fishing News & OHBaby 

 

Fashion Quarterly's strong digital presence also extends to Instagram, where the publication's 34,603 followers see it make an appearance among the top ten. The top spot is, however, taken by Homestyle, which commands a following of 45,000.

 

Instagram Followers

homestyle

45,000

Your Home and Garden

35,847

Fashion Quarterly

34,603

Dish

28,500

HOME New Zealand

19,876

Taste

18,266

Woman's Day

18,140

Cuisine

17,500

Metro

17,174

Homes to Love

16,362

Sourced from Magazine 360 Instagram Followers (Global) https://magazine360.co.nz/ September 2017

 

 homestyle

 

Instagram is again a platform dominated by consumer and consumer special interest publications, with Metro’s 17,174 followers the exception. Meanwhile, the YouTube reach (in New Zealand) tells a different story, with the platform's best performers belonging to trade and industry publications. Deals on Wheel's leads with 9,936 reached, while NZ Trucking Magazine follows with 2624. The automotive crews clearly know a thing or two about making online videos. 

 

Youtube Reach 

Deals on Wheels

9936

NZ Trucking Magazine

2624

NZ Company Vehicle

2340

Healthy Food Guide

1021

NZ4WD

520

Motorhomes, Caravans & Destinations

388

 Sourced from Magazine 360 Youtube Reach (Global) https://magazine360.co.nz/ September 2017

 

 

Deals on Wheels & NZ Trucking 

 

And it's not only online platforms that are important for a magazine's brand engagement. Magazine 360 also reports one off-brand extensions and events. The later figures again have New Zealand Geographic ahead of the pack, with 40,276 reached through events during September. It's followed by NZ House and Garden's 6,624 and Healthy Food Guide's 5,735.

 

Events

One Shots

Brand

Events

Brand

One Shots

New Zealand Geographic

40276

Little Treasures

40000

NZ House and Garden

6624

OHbaby

36000

Healthy Food Guide

5735

Simply You

25400

New Zealand Weddings

3842

NZ Gardener

15415

Fashion Quarterly

1320

North & South

15000

Cuisine

1264

TV Guide

14000

Little Treasures

1147

Fashion Quarterly

13000

HOME New Zealand

1100

NZ Life & Leisure

11700

Taste

1000

 

 

Simply You

900

 

 

 Sourced from Magazine 360 New Zealand Brand Extensions NZ (Rolling 12 months) https://magazine360.co.nz/ September 2017

 

While print aspects of magazines will inevitably decline over time, what these numbers reiterate is that the skills used to entertain, inform and engage audiences remain as relevant as ever. The only difference now lies in where these skills are used. 

 

 

Subsequent touchpoints include Digital Editions, E-Newsletters, LinkdIn and Pinterest:

Digital Editions

Dish

3907

NZ Listener

676

OHbaby

608

Wilderness

595

NZBusiness + Management

473

Woman's Day

376

NZ Woman’s Weekly

300

Motor Equipment News

273

New Zealand Weddings

267

Idealog

251

 Sourced from Magazine 360 Digital Editions (monthly) https://magazine360.co.nz/ September 2017

 

Email Newsletter Reach

Habitat

219,435

Nadia

83,393

OHbaby

74,823

Healthy Food Guide

67,054

homestyle

52,615

New Zealand Geographic

42,584

Little Treasures

36,831

NZ Gardener

31,880

Dish

31,517

NZ House and Garden

28,162

 Sourced from Magazine 360 Global E-Newsletters (monthly)  https://magazine360.co.nz/ September 2017

 

Pinterest

Good Health Choices

6,484

Healthy Food Guide

5,822

Your Home and Garden

3,657

OHbaby

2,271

Dish

2,083

New Zealand Weddings

1,605

Cuisine

1,051

Habitat

952

NZ House and Garden

848

Good

445

Sourced from Magazine 360 Global Pinterest Followers (monthly) https://magazine360.co.nz/ September 2017

 

LinkdIn

NZ Retail/ The Register

1462

Idealog

454

NZBusiness + Management

156

Healthy Food Guide

69

OHbaby

22

 Sourced from Magazine 360 Global LinkdIn Followers (monthly)  https://magazine360.co.nz/ September 2017 

 

 

 Article written by Damien Venuto - StopPress http://stoppress.co.nz/news/magazine-top-10-figures