Riches in niches?

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Leading lifestyle magazine editor Kate Coughlan, who’s purchased NZ Life & Leisure and NZ Lifestyle Block from former publisher Fairfax Magazines, plans to take the titles a step back in time, returning to niche content marketing.

“There are riches in niche audiences, where deeply engaged and committed readers appreciate dedicated content both on and offline,” she says.

She had founded NZ Life & Leisure in 2005, selling the successful title to Fairfax two years later before deciding to put it all in to practice in her own hydroponic gourmet greens operation. At the same time she was overseeing lifestyle magazines as the editorial director at Fairfax Magazines.

During her time at Fairfax, Coughlan had also developed two brand extensions that support the lifestyle genre, Insider’s Guide to NZ and In Your Backyard.

Coughlan describes Lifestyle Magazine Group as the “experts at creating content about living and travelling well in New Zealand”.

She says lifestyle magazine readers are deeply engaged audiences with a positive outlook. “They are ready to engage with both editorial content and with advertisers’ messages,” she says. “This environment will become highly sought after for quality goods and services.

“And high quality print products remain very powerful with strong audiences against the ebbing tide of mass print.”

According to Audit Bureau of Circulation statistics, both of the group’s titles grew by paid circulation in 2015.

NZ Lifestyle Block grew more than 3% to 10,000-plus sales per issue, and NZ Life & Leisure was up nearly 5% to 33,780 sales circulation during the same period.

“Technology is speeding up people’s lives,” Coughlan says, “so they need to slow down the pace a little and introduce more sensory touch points in their lives.

“We help people find a connection to the land and to other people with content that helps to push back the constant barrage of technology. We believe there’s a strong movement towards living more fulfilled lives for many New Zealanders.”

Coughlan says digital is also an important area for Lifestyle Magazine Group but says the content must be the focus.

“Quality content attracts readers – whether on or offline. This I believe contributes to our success in print and we will maintain this focus as we increase our digital presence.”

Coughlan is among the most awarded and recognised lifestyle editors in New Zealand. Becoming editor of NZ House & Garden in 1998, she drove it to become the country’s biggest home title with a circulation of 74,000 when she left six years later. Prior to that she was a distinguished news and features journalist.

“I’ve always had a goal beyond just being a successful magazine publisher and editor; I want to make a difference to my country,” she says. “It’s why I went in to journalism.

“If we can help guide people toward success, and it helps the country to move towards a more balanced economy which is less reliant on exporting bulk animal protein, then we have all succeeded.”

About Lifestyle Magazine Group
NZ Lifestyle Magazine Group is New Zealand’s premium producer of lifestyle content. Our magazines NZ Life & Leisure and NZ Lifestyle Block and special editions The Insider’s Guide to New Zealand and In Your Backyard feature stories about living and travelling well in New Zealand. Our content reflects the best of our people and our country. We are 100% New Zealand owned and proudly independent.

  • Lifestyle Magazine Group is at: Level 1, 29 Great South Road, Newmarket, Auckland 1051, P O Box 99 201, Newmarket, Auckland 1149

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