AUCKLAND, Today: Stuff Group has strengthened its position as New Zealand’s leading digital and premium print media company, now reaching 3.47 million Kiwis each month. The latest Nielsen results also show The Post is the country’s fastest-growing national news brand.
Over the past six months, stuff.co.nz has averaged more than 340,000 readers ahead of its nearest competitor. At the same time, Stuff Group’s Masthead Publishing division is seeing rapid growth in both digital subscriptions and print readership.
The new Nielsen results show year-on-year gains across all three mastheads: The Post (+4.5%), The Press (+3.3%) and the Waikato Times (+27%). Each title has also seen subscription growth of more than 40% in the past year.
In total, 812,000 New Zealanders now read The Post monthly, with three out of four based outside Wellington. Its digital audience grew 31% over the past year, while its print readers are notably influential—more likely to own businesses, earn higher incomes and hold postgraduate degrees.
Joanna Norris, Managing Director of Stuff Masthead Publishing, says digital subscriptions are holding strong despite rising costs.
“Kiwis value and trust quality journalism and The Post’s unique intersection of business, power and politics is driving its large national readership.” – Joanna Norris
“Kiwis value and trust quality journalism and The Post’s unique intersection of business, power and politics is driving its large national readership. While most newspaper readerships decline, our major news brands have bucked that trend this quarter and their digital audiences are growing too.
“These premium journalism digital and print products are where our commercial partners can see real impact from connecting with audiences who value quality and have consumer dollars to spend.”
Stuff’s lifestyle magazines also continue to perform well. NZ House & Garden reaches 380,000 readers, up 1.6% year on year.
Other highlights include:
- The Press digital and print readership at 721,000
- The Waikato Times digital and print readership at 439,000
- Sunday Star-Times print readership up 9.6% year on year
- New Zealand Gardener readership up 2.8% to 255,000
Stuff Group Owner and Publisher Sinead Boucher says separating Stuff Digital and Masthead Publishing has been a key driver of growth. “Two and a half years on, the evidence is clear: separation has meant acceleration.
“Both Stuff Digital and Masthead Publishing are performing with confidence and clarity, focusing on their strengths and allowing us to deliver scale and innovation as well as strong and loyal audiences. This adds huge value to our commercial partners as they seek new ways to engage in trusted, brand-safe environments.”
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