Newmarket looks to print media to attract domestic tourists
In Auckland, the Newmarket Business Association (NBA) has doubled down on print media to attract domestic tourists
The NBA says its luxury print publication, Newmarket. magazine is defying the odds, in an environment where digital marketing is the norm, to successfully capture the attention of domestic tourists across New Zealand.
Mark Knoff-Thomas, chief executive at NBA, says, “We focus on showing domestic tourists that Newmarket is a must visit spot. By putting out top-notch editorial content and stunning visuals, we showcase the best that luxury and design in New Zealand has to offer.
One of Auckland’s leading shopping districts, Newmarket is positioning itself as the country’s must visit shopping destination The NBA’s an unconventional approach comes at a time when most have placed print on the back burner. However, the strategy has proved effective, with significant expansion and popularity surrounding its latest Spring issue.
Since its inception nine years ago, the magazine has become one of the country’s most widely distributed lifestyle magazines, boasting a higher print run than the most recognised Kiwi lifestyle magazines. Its Spring issue ramped up its print run to 50,000 issues.
Webstar prints the magazine, which NBA publishes in house. The magazine has expanded its reach From just the Queen City, with distribution to major centres around the country, including Wellington, Christchurch, Queenstown and Dunedin. It has added a nationwide subscription service at $25 for three issues to further broadens its reach.
NBA says the expansion follows a surge in interest from consumers and businesses alike. It says many businesses have successfully leveraged the magazine to market their products and services locally, reporting increased footfall and inquiries as a result.
As readership has grown from 5,000 readers in 2015 to over 180,000 today, the magazine has morphed from a 28-page monthly publication into a seasonal 92-pager. It features premium fashion, featuring the best of local and international brands; beauty; travel; home; dining; and opinion articles.
Mark adds, “Promoting the precinct has just been an amazing plus. From our high fashion editorial shoots, to thought-provoking opinion pieces by leading chief execcutives,, and there’s even content for pets, it’s all about offering something engaging for everyone and, in doing so, supporting our local businesses.
“Our nationwide expansion is a testament to the fact that Kiwis still crave high-quality, entertaining media that appeals to their interests, despite the widespread desire for short-form digital content.
He adds that placing increased emphasis on design and creative input enables the visually stunning and engaging magazine that aims for people’s experience to be more akin to a leisurely Sunday perusal over coffee, rather than a quick skim in a waiting room.
He adds, “The magazine has attracted attention from both local and international brands and businesses, and its strong offerings have cemented Newmarket as the premier precinct for retail, hospitality and art, with a strong undercurrent of heritage and supporting local.
“Print is alive, and we feel proud to play a small part in that ongoing media battle.”
