The New Zealand Herald is talking up its popular travel pages, with good reason. Year on year they have seen 6% growth, which travel editor Winston Aldworth attributes to quality content and consistency.
“The great run continues with the travel pages taking off when it comes to their popularity with readers,” he told M+AD.
The Herald on Sunday (#1 in the north of NZ, reaching 311,000 readers) now also contains the Sunday Travel magazine.
“Who doesn’t want to read about an exotic destination or somewhere sunny when it is pouring outside?” Aldworth asks. “Travel has always been a favourite with Herald readers, which is why the 6% growth year-on- year is so pleasing.
“We’ve focused significantly on ensuring great quality articles that inspire, inform and provide insights to make travelling a better experience.”
With this latest result, NZME has seen a second consecutive period of readership growth. The Herald’s average weekday readership increased by 1.7% to 411,000 over the “previous period.
Herald Travel, which appears on a Tuesday, was a standout with the year-on- year audience growth translating into 16,000 more readers. Aldworth confirmed the Tuesday reach is now 296,000 readers, bringing the combined reach of Tuesday Travel and Herald on Sunday to 479,000.
“It’s hugely rewarding and shows what we are doing is resonating with our readers,” he says. “Being able to connect twice a week, on a Tuesday and a Sunday, is not only great for readers but also for advertisers. It’s definitely a win-win.”
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