M+AD! https://www.mad-daily.com NZ Media and Advertising News Daily Fri, 27 Nov 2020 10:49:44 +0000 en-NZ hourly 1 https://wordpress.org/?v=5.5.3 https://www.mad-daily.com/wp-content/uploads/2014/04/cropped-MAD-icon-2-32x32.png M+AD! https://www.mad-daily.com 32 32 New poems hit streets of Aotearoa https://www.mad-daily.com/new-poems-hit-streets-of-aotearoa/ https://www.mad-daily.com/new-poems-hit-streets-of-aotearoa/#respond Thu, 26 Nov 2020 23:06:33 +0000 https://www.mad-daily.com/?p=57940 AUCKLAND, Thursday:  Phantom Billstickers has curated a selection of original works by Kiwi poets Becky Woodall, Eamonn Tee, Simon Sweetman, Ruby Porter, Steve Thomas and David Eggleton.

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AUCKLAND, Thursday: Phantom Billstickers has curated a selection of original works by Kiwi poets Becky Woodall, Eamonn Tee, Simon Sweetman, Ruby Porter, Steve Thomas and David Eggleton.

Diverse in their form and inspiration, these poems continue the Phantom tradition of giving street denizens some nourishing food for thought.

Poet and editor David Eggleton has no doubt poetry belongs on posters – in fact, he thinks it’s the perfect antidote for 2020’s woes: “Why does poetry belong on posters?

“Because it’s about keeping calm and carrying on, with a song in your heart and a smile on your face, while sliding on someone’s dropped banana skin towards that promised land of milk and honey where Covid-19 has no dominion.”

With their stark black and white typography, Phantom’s latest poem posters are sure to stand out. Keep an eye out for them on a street near you.

There’s no money in it, so why does Phantom Billstickers print poems?

Phantom ceo Robin McDonnell: “Putting up posters every week is a business model. But as pioneers of professional street poster campaigns, Phantom have been providing free space in their poster frames for New Zealand poets for over 15 years.


“The company feels a responsibility to think bigger than next week’s marketing budget.”

“The company feels a responsibility to think bigger than next week’s marketing budget.

“We started out with posters to promote acts like Dave Dobbyn and the NZ Ballet. We wanted to create an audience for their creativity, so we took to the streets and let people know. It’s the same with poetry,” McDonnell said.

“There’s also the desire to show the world what New Zealanders are capable of. Today Palmerston North, tomorrow Paris.”

As well as posting poems in Auckland, Wellington, Christchurch and other locations around Aotearoa, Phantom Billstickers have been taking Kiwi creativity to a worldwide audience.

A network of sympathisers and enthusiasts around the world have taken to the streets to share the works of our poets. The words of Janet Frame, James K. Baxter and many others have appeared in St. Petersburg, Paris, London, Baltimore, Las Vegas, Tokyo, Honolulu, Rarotonga and Melbourne over the last few years.

As a result, Phantom’s poem posters regularly attract likes and feedback from people in locations far from these islands. Nothing is being sold – but something is being gained.

Flora for the concrete jungle
It’s all ‘flora for the concrete jungle’ as the Phantom mantra has it.


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Nielsen got it wrong https://www.mad-daily.com/nielsen-got-it-wrong/ https://www.mad-daily.com/nielsen-got-it-wrong/#respond Thu, 26 Nov 2020 23:00:36 +0000 https://www.mad-daily.com/?p=57935 AUCKLAND, Today: A lecture about M+AD’s “duty of care” and 200 words of pure PR-speak was the best we could get out of Nielsen Sydney when we sought answers to their “request” for us to publish a corrected version of its latest NZ Magazines Toplines graphic.

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AUCKLAND, Today: A lecture about M+AD’s “duty of care” and 200 words of pure PR-speak was the best we could get out of Nielsen Sydney when we sought answers to their “request” for us to publish a corrected version of its latest NZ Magazines Toplines graphic.

The original version ran in M+AD yesterday (scroll down for the link to today’s controversial updated version).

“We have identified an issue in the topline magazine results file that I provided you this morning,” wrote Nielsen’s Sydney-based marketing/comms director Jackie Helliker.

She declined – repeatedly – to provide further information about “the issue”, and refused to characterise it as “serious” or otherwise.


Nielsen declined to provide further information about ‘the issue’

“We both have a duty of care here and I’m concerned with the length of time it is taking for the article to be corrected from when I informed you earlier today that the information needed to be replaced,” she said sternly.

M+AD had written: “We’re happy to update the link – but we need to write about how this became necessary. We need to tell our readers what was wrong with the first one.”

Helliker’s response: “It does not reflect the information that had been agreed to be released to market. The original file included data that was ‘unreleased’. Unreleased data occurs each quarter and is deemed so due to the data being incomplete, under sample or otherwise. The correct file is the second version I provided.”

Huh?

  • View the “corrected” file here

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Pressie Golds for Special, Fuse, TBWA, Eleven, Mango https://www.mad-daily.com/pressie-winners/ https://www.mad-daily.com/pressie-winners/#respond Thu, 26 Nov 2020 22:48:21 +0000 https://www.mad-daily.com/?p=57930 AUCKLAND, Friday: New Zealand’s PR, brand experience, events and social media professionals gathered in the heart of Ponsonby at The Sapphire Room last night to recognise the best campaigns from the past 12 months, at the third Comms Council Pressie Awards. 

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AUCKLAND, Friday: New Zealand’s PR, brand experience, events and social media professionals gathered in the heart of Ponsonby at The Sapphire Room last night to recognise the best campaigns from the past 12 months, at the third Comms Council Pressie Awards. 

MC Tom Sainsbury kept the crowd laughing through the evening, giving out 13 Silvers, 12 Gold awards and 1 Grand Prix.

Four of the Golds awarded were taken home by Fuse for their work across two clients – the Unsaid with Waka Kotahi Transport Agency scored them three Golds (in Best Use of Social Media, Best Community Management Impact and Best Strategic Thinking).

Fuse also won a Gold for Meridian Engergy Amped – Giving Kids the Power to Play (in Best Sponsorship/Media Partnership). They also took home two Silvers in Best Sponsorship or Media Partnership for their work with Stihl and Kiwibank. 

A further four Golds were won by Special Group for Tourism New Zealand on two campaigns – Good Morning World (in Best Use of Social Media and Best Integrated Campaign), and RWC NZ Says ‘39’ (in Best Strategic Thinking).


“Mango Aotearoa won the Grand Prix for their inspiring Aids Foundation ‘Sperm Positive’ campaign.”

The campaign Good Morning World also scored Special two Silvers for Most Innovative and Best Strategic Thinking.

Tourism New Zealand’s Brodie Reid also went onto win the Bravest Client Award to the delight of the audience.

TBWA and Eleven PR took home a Gold apiece.

ANZ Best in Show scored TBWA a Gold in Best Use of Social Media, while MorningStar Farms Delivers won Eleven PR a Gold in the Best Sampling or Retail Activation category.

TBWA and Eleven PR also took home a joint Silver for Asahi Beverages Long White – This is Forever in Best Integrated Campaign. Eleven took home a further four Silvers for their work with Sony Interactive Entertainment NZ across four different categories.

The remaining two Golds went to Mango Aotearoa for Lion and Metlifecare – Emerson’s Tiny Pub for Lion won Gold in Best Experiential or Event Campaign, and Metlifecare Virtual Village won Gold in Best Community Management Impact.

Mango also took home two Silvers, both in Best Use of Media Relations.


“Agencies across all disciplines had to find new ways to reengage with audiences.”

Mango went on to collect the coveted Grand Prix award for their inspiring Sperm Positive campaign for the NZ Aids Foundation, Body Positive Inc, Positive Woman.

The remaining two Silvers went to Energi for Best Your Best Challenge with Vitaco in the Best Sampling or Retail Activations category, and Pead PR for The Socially Distanced Haka with Unilever International in Best Experiential or Event Campaign.

Commercial Communications Council ceo Paul Head said: “Agencies across all three disciplines have had to look for new ways to engage with audiences, both during the early phases of the virus as brands and government responded to the immediate crisis and then post lockdown, as brands looked to reengage with audiences.

“This has led to some really innovative solutions.

“Despite the fact that 2020 has been a crappy year by just about any measure, agencies have worked under tremendous pressure to deliver for their clients and we applaud them all.

The sponsors
“And a massive thanks to the sponsors of the awards, NZME and Facebook, without whom we could not acknowledge the work in such a fashion.”


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Campaign Asia 2020 AoY (Updated) https://www.mad-daily.com/special-ddb-win-in-asia/ https://www.mad-daily.com/special-ddb-win-in-asia/#respond Thu, 26 Nov 2020 22:33:14 +0000 https://www.mad-daily.com/?p=57924 SINGAPORE, Thursday: DDB Aotearoa and Special Group AUNZ were the big winners at the Campaign Asia Australia-NZ Agency of the Year Awards.

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SINGAPORE, Thursday: Special Group AUNZ’s two-nation network dominated the Campaign Asia Australia-NZ Agency of the Year Awards. DDB Aotearoa (no AU involvement) also took home serious metal.

Special’s Transtasman shops combined for 14 awards in total, including six golds. The agency swept the Creative Agency of the Year categories with golds in both Australia and New Zealand and added golds for Agency Marketer Partnership of the Year (with Tourism Australia), Best Culture, Independent Agency of the Year and Integrated Marketing Agency of the Year.

Special Group founder/CEO/CCO Tony Bradbourne said: “It’s great to see a New Zealand Agency really dominate the whole awards from top to bottom!”

With six awards, DDB and DDB Tribal brought in the second highest award total, most notably winning golds for New Zealand Digital Agency of the Year and ANZ Social Media Agency of the Year for DDB.

DDB Group Aotearoa ceo Justin Mowday said: “To be named NZ’s Digital Agency of the Year for the fifth time in six years is especially cool.

“Add to that Social Media Agency of the Year across both Australia and NZ (fourth year in a row) and now also NZ’s best PR Agency for Mango, and it’s clear we have some pretty talented people in our building.


““It’s great to see a New Zealand Agency really dominate the whole awards from top to bottom!”

“Thanks to the incredible people in DDB, Track, Mango and Tribal, and our trusting and loyal clients.”

Sticky!
NZ’s Adhesive PR won Best Culture and Talent Development Programme of the Year. “I’m incredibly proud of our independent agency,” said head of PR Eleisha Balmer.

“During a year of immense disruption and disconnection we used training and development as an opportunity to not only develop and upskill our staff but ensure they felt connected and inspired.”

The Media Agency of the Year categories saw no golds awarded, with UM winning a silver in Australia and Omnicom agencies OMD and PHD, taking silvers in New Zealand.

Mango Aotearoa won a silver in ANZ Boutique Agency of the Year silver.

People Power
In the people and team categories, four AUNZ awards went to Special NZ: Account Person of the Year (Storm Day), Agency Head of the Year (Tony Bradbourne), Strategic/Brand Planner of the Year (Rory Gallery) and New Business Development Team of the Year.

The awards yielded two brand winners from New Zealand. The Marketer of the Year is Tourism NZ’s Brodie McLeish, and the Brand of the Year is 100% Pure New Zealand.

  • See the full Campaign Asia Agency of the Year Awards results, here

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Pead borrows Amsterdam’s red-lights for BMW 4 Series Coupé launch https://www.mad-daily.com/torque-of-the-town/ https://www.mad-daily.com/torque-of-the-town/#respond Thu, 26 Nov 2020 21:50:52 +0000 https://www.mad-daily.com/?p=57921 AUCKLAND, Thursday: BMW has collaborated with integrated marketing agency Pead to stage an activation in The Viaduct inspired by Amsterdam’s nightlife – to celebrate the launch of the BMW 4 Series Coupé. The show-and-tell opens at 1pm today (Thursday), and runs till Friday.

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AUCKLAND, Thursday: BMW has collaborated with integrated marketing agency Pead to stage an activation in The Viaduct inspired by Amsterdam’s nightlife – to celebrate the launch of the BMW 4 Series Coupé. The show-and-tell opens at 1pm today (Thursday), and runs till Friday.

The mystery red-light window pop-up will be accompanied by flower beds, discarded bicycles and wrought-iron streetlamps that depict the sultry streets of Amsterdam.

The activation will run between 1pm and 1am from today (Thursday) till Friday, with Pead launching an integrated communications campaign to drive awareness and attendance of the activation – including digital content, social media, influencer relations and PR.

BMW NZ head of marketing Gabrielle Byfield said: “Our most provocative design deserves our most provocative launch. The refreshed brand identity for BMW is bold, daring, exciting, and challenging – and the all-new 4 Series truly reflects the dynamism and progressiveness of our brand.”


“Our most provocative design deserves our most provocative launch.”

Pead director of integrated strategy Kelly Grindle said: “We wanted to deliver a car launch with a difference – something that makes you raise an eyebrow and chat about what you’ve seen at the pub.

“There aren’t many clients you could convince to create a red-light window activation, complete with an alluring peep-show – so we’re thankful to the team at BMW for their bravery and vision.”

“As with all our campaigns, this is a truly integrated approach – blending our internal skillsets of events & activation, content creation, social & digital influence and media relations – to deliver a standout result.”

Pead worked alongside contracted suppliers Eventbase, Lux Productions and RadLab to facilitate the activation and surrounding amplification.

  • For more information on what the mystery woman in the window is up to, follow @bmwnz on Instagram, or head down to Market Square in Auckland’s Viaduct to view for yourself.


CREDITS

Agency: Pead
Creative: Kelly Grindle
Account Management: Jacqui Kenna, Lucy Houghton
Event Producer: Natalie Chandler
Content Production: Duncan Killick
Client: BMW:
Head of Marketing: Gabby Byfield
Marketing Manager: Cara Coutts
Set Builder/Designer: Lux Productions
Event Producer:  James Jefford
Photographer/Videographer: Radlab:
Content Producer: Jared Donkin


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$10k oOh! Media Prize https://www.mad-daily.com/nz-innovation-awards-open/ https://www.mad-daily.com/nz-innovation-awards-open/#respond Thu, 26 Nov 2020 21:32:21 +0000 https://www.mad-daily.com/?p=57915 AUCKLAND, Thursday: oOh!media, celebrating its second awards season, is inviting the ad/media sector to vote for the most innovative out-of-home campaigns in 2020 – and is putting up $10,000 worth of out-of-home media as the prize.

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AUCKLAND, Thursday: oOh!media, celebrating its second awards season, is inviting the ad/media sector to vote for the most innovative out-of-home campaigns in 2020 – and is putting up $10,000 worth of out-of-home media as the prize.

Entrants have from now until the close of voting on Wednesday 9 December to recognise campaigns that highlighted the unmissable creative opportunities enabled by the oOh! network and “delivered great results for brands”.

The winner will be announced on Monday 14 December. Voters can see campaign descriptions and credits, and have their say (scroll down for the link).

A group of 10 finalists have already been chosen from an array of campaigns: Swisse Women’s Multi; Spark at Quay Hub; Get it on Neon; Countdown Grower Fresh; McDonald’s El Maco; The Electoral Commission’s 2020 voting drive; The Invisible Man by Universal Pictures; 2degrees It Makes Scents; Sony Pictures Little Women; and Vodafone Endless Data.

(Scroll down for the agency credits.)


“The winner will be announced on Monday 14 December.”

The winning campaign will take away $10,000 worth of media spend. There is also an Apple Watch SE prize, to be selected via a random draw.

oOh!media NZ GM Nick Vile said the Innovation Awards recognised campaigns that stood out from the crowd during a challenging year.

“Despite the circumstances, creativity has continued to shine in out-of-home across the country,” he said.

“Advertisers have been getting out there and putting their best creative feet forward, really maximising the impact of oOh!’s street furniture and retail assets for a wide range of their clients. We’re very proud of these efforts and want all involved – from planning and booking to creative execution – to be recognized accordingly.

“It’s certainly been impressive, and we wish everyone all the best as the voting begins.”


CREDITS

Advertiser: Countdown
Campaign: Growers Fresh
oOh! Format: Street – Special Bui
Media Agency: Stanley Street
Creative Agency: M&C Saatchi

Advertiser
: Electoral Commission
Campaign: 2020 Election Drive
oOh! Format: Street – Digital Location Target
Media Agency: FCB
Creative Agency: FCB

Advertiser
: McDonald’s
Campaign: El Maco
oOh! Format: Street – Sound Panel
Media Agency: OMD
Creative Agency: DDB Aotearoa

Advertiser
: Neon
Campaign: Neon/light box integrations ‘Get it on Neon’
oOh! Format: Street – Special Build
Media Agency: OMD
Creative Agency: DDB Aotearoa

Advertiser
: Sony Pictures
Campaign: Little Women
oOh! Format: Retail – Special Build
Media Agency: PHD
Creative Agency: Sciascia

Advertiser
: Spark
Campaign: Kupu
oOh! Format: Quay Hub
Media Agency: PHD
Creative Agency: Colenso

Advertiser
: Swisse Wellness
Campaign: Retail
oOh! Format: Retail – Special Build
Media Agency: Rocket
Creative Agency: Noisy Beast

Advertiser
: Universal Pictures
Campaign: Invisible Man
oOh! Format: Street – Translucent Panels
Media Agency: MediaCom
Creative Agency: n/a

Advertiser
: Vodafone
Campaign: Endless Data
oOh! Format: Street – Special Build, Scale
Media Agency: Wavemaker
Creative Agency: DDB Aotearoa

Advertiser
: 2 Degrees
Campaign: Broadband – It Makes Scents
oOh! Format: Street – Scented panels
Media Agency: Ikon
Creative Agency: TBWA

  • Campaign details here

About oOh!media
oOh!media AUNZ has a network of 37,000+ digital and static asset locations, including roadsides, retail centres, airports, train stations, bus stops, office towers, cafes, bars and universities. It’s listed on the ASX, employs around 800 people across Australia and New Zealand, and had revenues of A$649 million in 2019. It also owns digital publisher Junkee Media, printing business Cactus, and experiential provider oOh! Experiential.


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Nielsen mags & newspaper readership https://www.mad-daily.com/just-in-nielsen-in-full/ https://www.mad-daily.com/just-in-nielsen-in-full/#respond Wed, 25 Nov 2020 23:09:23 +0000 https://www.mad-daily.com/?p=57907 AUCKLAND, Today: Just as M+AD was about to go to press, we received the full Nielsen Readership Report (referred to in two earlier stories this morning).

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AUCKLAND, Today: Just as M+AD was about to go to press, we received the full Nielsen Readership Report (referred to in two earlier stories this morning).

We’ll analyse the results in tomorrow’s newsletter. Meanwhile, you can check out all the detail yourself, in the PDFs …


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Herald scores in Nielsen https://www.mad-daily.com/herald-scores-in-nielsen/ https://www.mad-daily.com/herald-scores-in-nielsen/#respond Wed, 25 Nov 2020 22:27:56 +0000 https://www.mad-daily.com/?p=57900 AUCKLAND, Today: At press time, Nielsen had yet to officially release the results of its latest newspaper and magazine readership data, the NZ Herald and the magazine sector(see accompanying story) are already getting their messages out.

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AUCKLAND, Today: At press time, Nielsen had yet to officially release the results of its latest newspaper and magazine readership data, the NZ Herald and the magazine sector(see accompanying story) are already getting their messages out.

NZME managing editor Shayne Currie said: “In the most extraordinary of news years, New Zealanders have turned to sources they trust – the New Zealand Herald’s overall print-digital readership is at record levels and newspaper readership is its highest in almost a decade.

“The latest readership insights released by Nielsen into New Zealanders’ news habits reveal nearly 2 million people access Herald (print and digital) journalism each week.

“The number of New Zealanders choosing to read the daily has increased by 26% over the past 12 months to 585,000 – the highest since 2011. More than 1 million Kiwis read the newspapers every week.

“These readership numbers are staggering. It’s very rewarding – and evidence of the faith that Kiwis have in us to provide quality, trusted journalism and information when it’s needed the most.

“On behalf of our 300 journalists, and everyone in our news teams at New Zealand Media and Entertainment, I can only thank Kiwis for engaging with our journalism.”

In its media statement this morning, NZME also provided these highlights from the data due to be released later today …

  • Readership of the Herald has increased across every day of the week compared with the last period and the same time a year ago.
  • The Weekend Herald readership has grown to 678,000 readers.
  • The Herald on Sunday readership has grown to 370,000 readers.
  • NZ Herald growth in the Waikato continues with 17,000 more readers than the Waikato Times.
  • NZME regional papers the Bay of Plenty Times, The Rotorua Daily Post, Hawke’s Bay Today, and Whanganui Chronicle have all grown readership year on year.

“This is proof that in the battle against fake news that proliferates on social platforms, younger Kiwis come to us for news they can trust.”

NZ Herald ed Murray Kirkness said: “One extremely pleasing readership statistic is the number of young readers who choose to access our journalism.

“The Herald is read by 218,000 Kiwis aged between 18 and 29 each week. And the number of 18-to 29-year-olds who pick up the Herald each day has increased more than 50% in the past year.

“It’s proof that in the battle against fake news that proliferates on social platforms, younger Kiwis know they can come to us for news they can trust,” Kirkness said.

Head of Premium Miriyana Alexander said the site’s Premium digital subscription service “is on the verge of reaching another milestone – with nearly 50,000 digital paid subscribers”.

“The total number of subscribers including those who access Premium as part of their New Zealand Herald print subscription is now more than 94,000.

“We are continually setting the bar higher for our Premium subscribers. In the last few months, we’ve included new features for subscribers via our new NZ Herald App, and we’ve added the opportunity for commenting online on selected stories.

“We know it’s the quality journalism that ultimately attracts Premium subscribers and during the health and economic crisis of the coronavirus pandemic our reporters, experts, commentators and analysts have continued to deliver the most in-depth, exclusive coverage and insights.”

NZME ceo Michael Boggs paid tribute to the news teams. “I’ve had the privilege on a number of occasions this year to be in the NZME newsroom during some of the most extraordinary events during 2020.

“I’ve witnessed first-hand our teams in action. I’m always impressed with their dedication, their professionalism and their unrelenting focus on doing the absolute best for our audiences across print, radio, digital, video and social.”

“The greatest accolade for our news teams is in the huge number of Kiwis who put their trust in what we do. We strive every day to earn that trust, just as we strive every day to be New Zealand’s Herald,” Boggs said.

Full Nielsen report tomorrow
M+AD will publish the full Nielsen results in the morning.


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Global adspend recovery https://www.mad-daily.com/global-adspend-recovery/ https://www.mad-daily.com/global-adspend-recovery/#respond Wed, 25 Nov 2020 21:20:03 +0000 https://www.mad-daily.com/?p=57896 SYDNEY, Today: An annual report by US research agency PQ Media reports that global adspend is projected to grow 5.9% in 2021, after Covid led a drop of 6.8% in 2020 (the first decline in 11 years).

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SYDNEY, Today: An annual report by US research agency PQ Media reports that global adspend is projected to grow 5.9% in 2021, after Covid led a drop of 6.8% in 2020 (the first decline in 11 years).

Global advertising and marketing spending – including traditional, digital and alternative media in all major markets worldwide – came in at $US1.278 trillion in 2020 according to the report.


“Adspend will return to growth tracks, driven mainly by 11.3% growth in digital and alternative media.”

The study, titled Global Advertising & Marketing Spending Forecast 2020-2024, is now in its eighth year.

Global adspend is projected to grow in 2021, as the advertising and marketing sectors return to growth tracks, driven mainly by 11.3% per cent growth in the digital and alternative media segment.


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Mag sector happy with result https://www.mad-daily.com/mag-sector-happy-with-result/ https://www.mad-daily.com/mag-sector-happy-with-result/#respond Wed, 25 Nov 2020 21:15:47 +0000 https://www.mad-daily.com/?p=57892 AUCKLAND, Today: A delve into the latest Nielsen readership data reveals a great story for magazines, says Magazine Publishers Association executive director Sally Duggan.

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AUCKLAND, Today: A delve into the latest Nielsen readership data reveals a great story for magazines, says Magazine Publishers Association executive director Sally Duggan.

“The overall readership across measured magazine titles was down 2% year on year – but, more importantly, New Zealanders who buy magazines (the valuable primary readers) are purchasing more of their favourite titles, and sharing them more with those living in the same house.”

The Nielsen results (Q4 2019-Q3 2020) measure readership in the 12 months finishing in September – including the months when magazine supply was at record lows, due to a lockdown ban on magazine publishing.

Duggan: “Covid restrictions on travel and other outings mean that Kiwis were reading fewer magazines outside the home in places like cafes, hotels and doctor’s surgeries – resulting in an 18% fall in this so-called tertiary readership among measured titles YOY. This dragged the total numbers down.

“A deeper dive into the data, though, shows that inside Kiwi homes it is a very different story.

“The number of primary readers – that’s subscribers and people who buy magazines for themselves – rose by 6% across all the measured titles YOY.

“And these loyalists were sharing their magazines with other members of their household, resulting in a 16% jump in secondary readership.


Readers feel their favourite titles are a welcome diversion from their increasingly online work world.”

“The Nielsen results tally with reports from publishers, and point to a story of deepening engagement.

“Publishers are telling us that they’re seeing mid-year spikes in retail and subscriber sales similar to their usual Christmas sales – and these primary readership numbers back up those reports.

“The MPA’s own research [Matter Survey, Aug-Sept 2020, conducted by Insightful] suggests what’s behind this: Magazine readers feel their favourite titles help them relax in tough times: they trust the information they read in magazines, and find them a welcome diversion from their increasingly online work world.”

Current affairs titles were among the big winners in primary readership: NZ Geographic up 34%, and Time up 62%. Home titles also fared well, with NZ Gardener recording an 8% increase in primary readers, NZ House & Garden up 7.4%, and NZ Lifestyle Block up 36%.

Methodology changes
There have been some changes to Nielsen’s Consumer & Media Insights survey methodology this year, partly in response to Covid restrictions.

The face-to-face interview portion of the sample has been replaced with samples recruited by a mix of computer assisted telephone interview and online panel.

As online respondents have to be aged over 15 years, Nielsen has changed the population of the CMI survey from All People aged 10+ to All People aged 15+. Magazine results (for this year and last year) have all been updated to All People 15+ to reflect this.


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