Publishers enter joint venture agreement

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Bauer Media and Long Haul Publications, publishers of Deals on Wheels/Farm Trader and New Zealand Trucking magazines respectively, have announced a joint venture deal they say will significantly change the commercial vehicle, machinery, and farm equipment advertising landscape in New Zealand. 

As of June 2018, Truck Trader —a standalone publication with New Zealand Trucking—will also feature in the Deals on Wheels/Farm Trader magazine. The new positioning means Truck Trader now has a print circulation in excess of 23,000 and through the combined publications’ print and digital footprints will have the potential to reach more than 400,000 sets of eyeballs each month.

Sales and marketing manager for Long Haul Publications, Matt Smith, says the placement brings additional truck content into Deals on Wheels/Farm Trader, whose traditional strength has been the machinery side of the market, while extending the reach of Truck Trader for advertisers beyond that of New Zealand Trucking magazine. 

“Often, machinery owners and farmers are also truck buyers and vice versa; it’s a huge market,” Smith said. “The combined brands will have the greatest reach, far exceeding any others. We have also identified significant opportunity for collaboration on our digital platforms.”

Randolph Covich, content director for Bauer Media’s Trader division and editor of Deals on Wheels is also optimistic about the new offering.

“Often, machinery owners and farmers are also truck buyers and vice versa; it’s a huge market.”

“I believe joint ventures such as this are the future of our changing media landscape,” he said. “Not only can we offer advertisers a combined network both in print and digital but our magazine readers and online followers also benefit by having a larger selection of purchasing information available.”

Magazines for both brands are distributed through selected nationwide retail outlets and targeted industry databases.

About Bauer Media New Zealand
Bauer Media NZ is a large and influential magazine publisher, with 21 magazines brands. More than 2.8 million New Zealanders have read Bauer magazines in the past year and the duplicated monthly reach on Bauer websites is 1.1 million plus 1.5 million on social media.

Magazine brands include Woman’s Day and New Zealand Woman’s Weekly (plus the highest-selling women’s monthly title, The Australian Women’s Weekly NZ), NZ Listener, North & South, Metro, HOME, Fashion Quarterly, Simply You, Next, Your Home & Garden, Taste and KiaOra, Paperboy, Nadia and Miss FQ magazines, and

Bauer Media NZ also publishes Property Press real estate guides, with 14 titles and the website Bauer Trader Media is the motoring, caravan and farm specialist division, which publishes industry-specific magazines and sites including Autotrader and Farm Trader.

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