1. Niche rules

A defining characteristic of the latest magazine data is the enduring appeal of niche publications, particularly those targeting highly specific interests. While general-interest publications have seen readership declines, specialised magazines such as Cuisine (5.4% readership) and New Zealand House & Garden (6.2%) have remained remarkably resilient.

As the latest Where Are the Audiences? data suggests, we may have now reached a plateau in terms of audience decline to social and digital platforms, especially for lifestyle and special interest content. Has an “inevitable decline” become a stabilised “new normal”?

2. Shifting, not just declining, readership

While the newspaper report confirms a gradual decline in overall readership, it’s important to note the shifts happening within different segments. Daily newspapers like The New Zealand Herald saw a drop from 13.1% to 12.2% in average issue readership​. However, regional and community newspapers are maintaining or even growing their readership, bucking the broader trend. Local community publications in regions such as Waikato and Canterbury continue to perform well, with Bay Harbour News and Otago Daily Times showing stable or increased readership.

This dichotomy between metropolitan and regional readership underscores the importance of local content. In a time where global news is easily accessible, it’s the local issues, stories, and events – and our increasing need for connection – that are keeping readers engaged with regional newspapers.

3. Less is now more

The magazine data is reinforcing that when it comes to magazines, less frequent is better. Gone are the days of the dominant weekly titles. Quarterly and bi-monthly magazines like New Zealand Geographic and New Zealand Trucking have shown stable readership over the last year​, but by contrast weekly magazines like New Zealand Woman’s Weekly have seen continued decline, dropping to 4.7% readership from last year​.

This reflects our shifting appetite for more in-depth content and richer, more immersive reading experiences. For brands, we need to think longer term with magazines and invest in longer-form, more detailed content in lower-frequency publications to gradually build future demand or shift current consideration.

4. The weekend is print’s safe(r) space

While daily newspapers continue to struggle, the data shows that Sunday papers are faring better in some regions. The Herald on Sunday and The Sunday Star Times have experienced steadier readership trends. The Herald on Sunday, for instance, retained a strong readership, with an average issue readership of 9.7%, only a slight drop from the previous year.

The enduring appeal of weekend papers is due to their expanded content, in-depth features, lifestyle segments, and special inserts … plus the crucial ingredient of reader time. Sitting down with a newspaper has moved from “keep me informed” to “give me some quiet time to digest and focus my attention” – from an information seek to a mindful moment. This subtle but important shift should make us reconsider how weekend print can be used to connect brands to readers.