AUCKLAND, Today: Stuff’s audience numbers are still climbing, with strong growth across its digital, print, and magazine brands over the past quarter—tightening its grip as New Zealand’s top news network.
In May, stuff.co.nz reached 2,328,000 Kiwis, pulling 574,000 ahead of its closest competitor. That’s 13,000 more than last month, with strongholds in Auckland, Waikato, Wellington and Canterbury.
It’s not just digital climbing. The subscriber mix of The Post, The Press and Waikato Times has jumped 6% year on year. More than 1.5 million Kiwis now read these titles, including 848,000 digital users.
That’s a 5% lift in the digital subscriber network just from the previous month, showing appetite for in-depth, tailored news is still strong.
Stuff’s magazine titles are also booming. NZ House & Garden now pulls over 400,000 readers—a 7% increase year on year. NZ Gardener grew 8%, reaching a loyal 264,000 readers.
“Stuff Digital’s singular focus on user experience and relevant content has seen three months of significant growth with more than half a million more Kiwis choosing stuff.co.nz for their news than any other news brand.” – Sinead Boucher
Sinead Boucher, Owner and Publisher, said splitting Stuff Digital from its Masthead Publishing division two years ago has paid off in audience growth and clear strategic focus.
“Stuff Digital’s singular focus on user experience and relevant content has seen three months of significant growth with more than half a million more Kiwis choosing stuff.co.nz for their news than any other news brand,” she says.
“This has not come at the expense of our masthead brands – their reach is increasing as digital subscriber numbers grow through their focus on quality journalism tailored for each discrete audience.
“The increasingly national reach of thepost.co.nz with its focus on politics, business and economics is particularly striking – 81% of its readership is now from out of the Wellington region and it grew its combined digital and print audience by 7% over the previous quarter.”
Boucher says advertisers benefit too, with Stuff offering the ability to zero in on segmented, high-value audiences in a tough economy. And it’s not just scale—Stuff’s reach is more demographically reflective than others.
“Added to this is our recently announced partnership with Trade Me, another great Kiwi brand which is intrinsic to the daily lives of New Zealanders. There are exciting opportunities ahead to explore together as we work through the next stage of this new joint venture.”
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