Habitat the Resene magazine - ICG Media
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Habitat
the Resene magazine
New Zealand’s highest circulation home title
Brought to you by Resene Paints, Habitat is more than a
magazine about paint. It covers the full spectrum of design,
renovation and refurbishment – from the smallest to the
largest projects with an emphasis on colour.
2 Trudy / Habitat 12 October 2020
Continued growth
• In a year our circulation has increased in a market where most
magazines are either stable or in decline. Our eLetter subscriptions
continue to grow as has our website dwell time.
• Circulation continues to grow, now 390,876. Up from 367,954 a year ago.
That’s almost 23,000 extra copies (more than the entire circulation of some
home titles).
• On average we are sending 230,000 eLetters to subscribers every week
• On average we have 60,000 pages viewed each week
www.habitatbyresene.co.nz
• Habitat TV on You Tube had 690,000 + New Zealand views in September2020
3
Trudy / Habitat 12 October 2020
Habitat / habitat by resene.co.nz
No other home title has Touchpoints – September2020
such a large audience You Tube Views (month)
In the month the NZ Unique
690,954 Issue 33 print run
394,000
magazine is mailed out
we “reach” 1.9 million
New Zealanders.
eLetter average sends
minus bounce (average
In between we reach last four)
226,367
around 1.5 million people Instagram Followers
(month)
4,591
across our digital Website unique NZ
browsers (month)
131,027
platforms each month Pinterest unique views Facebook New Zealand
430,900 reach September 2020
60,128
4
Trudy / Habitat 12 October 2020
New Zealand’s largest circulating home title 367,965
Mar-18 Mar-19
350,000
Habitat is one of New Zealand’s largest directed 300,000
circulation magazines and the largest circulating 250,000
Average net circ.
home title. 200,000
150,000
• We have a low editorial to advertising ratio of 80:20.
36,174
26,743
100,000
10,904
20,000
4,276
50,000
Published twice a year, prior to the two key DIY 0
weekends of the year; Easter and Labour Weekend, Habitat Homestyle Houses NZ House &
Garden
Your Home & Haven *
Garden # October 2020
aiming to inspire readers at key times of the year. revived in initial print run
September
2020 after 5
• 90% +/- copies are either mailed to all Resene Card month hiatus
390,876
holders or available for sale in all Resene Colour Shops 390,000
Habitat Circulation to November 2020
including Australia.
• The rest of the circulation goes to Architects, Designers, 340,000
Specifiers and on counter in Resene Color Stores.
• It’s full of ideas of how to improve the home both inside 290,000
and out.
The weekly eLetter Habitat of the Week has 225,000+/-
240,000
subscribers and www.habitatbyresene.co.nz provides
gorgeous inspirational images and editorial all year.
190,000
31/03/12
30/06/12
30/09/12
31/12/12
31/03/13
30/06/13
30/09/13
31/12/13
31/03/14
30/09/14
30/06/142
31/12/14
30/03/15
30/06/15
30/09/15
30/12/15
30/03/16
30/09/16
31/03/17
30/09/17
30/03/18
30/09/18
30/03/19
26/11/20
Trudy / Habitat 12 October 2020 5
Adding Habitat will increase the number of people
you reach
Most people read more than
one magazine, but 43% of
Habitat readers read none of
the other Shelter titles so
using Habitat in addition to 169%
152%
another title will increase the
number of people you reach,
66%
but even alone we still offer 33% 39% 33%
substantial reach twice a year. 12%
HOME New homestyle Houses MindFood NZ House & NZ Life & Your Home
Zealand Garden Leisure and Garden
Increased reach
6
Trudy / Habitat 12 October 2020
Habitat readers have higher than the average household
incomes and a high proportion are mortgage free meaning
that have money to indulge themselves
Average Household Incomes and average amount invested
$160,000
• Their average household incomes are higher than the national
average by 15%, and they have more money invested than
$117,124
$140,000 $135,444
average
$101,920
$120,000 $112,504
• 85% are living in their own home, 52% of those are mortgage free.
$100,000 • Being mortgage free and having higher than average incomes means that our
community can spend on more than just the necessities
$80,000
• The average age of a reader is 46
$60,000 • 68% are female - the home renovating / decorating decision
maker
$40,000
$20,000
$0
National Average Habitat
Average Household Income Average amount invested
7
Trudy / Habitat 12 October 2020
Well above average property ownership. And above
average concentration of readers in the top quintiles
of annual household spend
Assets personally owned or have
Top quintiles of annual household spend on…
90% 350
Index +/- national average
77%
80%
68% 300 • Total annual household spend
70%
60%
47%
250
• Furniture and furnishings
50% 200
40% 150 • Textiles and wall coverings
30% 20% 22% 100
20%
9%
• Appliances
10% 50
0% 0 • Glass, tableware and utensils
• Insurance
• Mortgage interest payments
Habitat - All Habitat - All Indx
8
Trudy / Habitat 12 October 2020
Digital
www.Habitatbyresene.co.nz
24 / 7 365 days a week. Regular posts and blogs to keep the site fresh
eLetter Habitat of the week – weekly on a Thursday.
50 weeks of the year to 230,000+/- subscribers
Facebook / Instagram / Pinterest / YouTube – Habitat TV
9
Trudy / Habitat 12 October 2020
80% NZ, mostly
female, 25-64
10
Trudy / Habitat 12 October 2020Habitat of the week eLetter
continues to grow
The average open rate June – August 2020 is Average weekly sends
260,000
23% (52,900)
250,000
230,000 232,831 230,000
225,000 221,000
212,029
200,000 190,719
175,000
150,000
125,000
100,000
December December December December June 19 December Jun-20
15 16 17 18 19
Average weekly sends Linear (Average weekly sends)
11
Trudy / Habitat 12 October 2020Compared to our competition we have many more eLetter subscribers
If we allow an average open rate of 20% placement in all the
competitive eLetters would be seen by about 16,634 people. Habitat’s digital foot in New Zealand print is vast
20% of Habitat of the week sends is three times as many: 45,000.
Average eLetter sends in April 2020 (Bauer titles no longer exist) 1,200,000
250,000
230,000 1,000,000
800,000
200,000
600,000
400,000
150,000 200,000
0
NZ House &
Habitat - Homestyle - Homed -
100,000 Combined these three home titles send an Garden -
1,208,616 133,233 11,552
average 83,171 369,257
Twitter 0 668 0 0
50,000 39,752 YouTube NZ reach 652,603 0 0 0
33,706
Insta followers 3,681 66,621 50,900 0
9,713 Website NZ unique browsers 27,465 4,696 541,000 0
0 Pinterest Views 274,900 0 1,167 0
habitat of the week Homed (Stuff) NZ House & Garden Homestyle Facebook reach 10,189 1,496 32,484 1,839
Source: Magazine 360 eLetter sends 230,000 39,752 33,706 9,713
12
Trudy / Habitat 12 October 2020www.habitatbyresene.co.nz
Tower ad.s rotate across two
position on the homes /
inspiration pages. This is
where visitors from the
eLetter land
Rectangle ads. appear on the
homepage in rotation (two
positions)
13
Trudy / Habitat 12 October 2020https://habitatbyresene.co.nz/
https://habitatbyresene.co.nz/oliver-and-ellas-
six-month-journey-their
https://habitatbyresene.co.nz/children/blue/
Site is searchable by room
type and or colour.
Rectangles also appear
here
14
Trudy / Habitat 12 October 2020Habitat of the week eLetter
to 230,000 +/- subscribers
Advertisement
Average 20% open rate;
46,000 readers
Stories click through to the inspiration
Sponsored stories
page of Habitatbyresene.co.nz where
the tower ad appears look like this
15
Trudy / Habitat 12 October 2020Habitat TV – You Tube
In the month of June 2020Habitat
TV had 816,000 views.
Our wall pattern stencil episode
has now had over 7 million views
16
Trudy / Habitat 12 October 2020Rate card costs for advertising
Discount will be given for volume
NZ $ We can offer a multi –touch point
Magazine – only 20 full page equivalents campaign at a tailored price
Right hand guaranteed full page $8,000
Run of book full page $6,950
Advertisement
Second double page spread $15,186 or custom Regular presence
branded content on
Run of book double page spread $13,205 in Habitat Habitatbyresene.co.nz
Half page (one of four) $4,309 magazine
One third page vertical (one of three) $3,058
Strategically
Off the shelf $2,363 timed activity on
the weekly eDM
Weekly eLetter – medium banner $1,500 to 230,000
Weekly eLetter – large banner $2,850 subscribers
Habitatbyresene.co.nz (per month) $1,125
Loose inserts (per thousand) $POA
17
Costs exclude gst and Advertising Agency commission
Trudy / Habitat 12 October 2020Cost for branded content across Habitat commercial
channels
Supplied images and copy integrated Content entirely created and written by
with Resene content / colours Habitat editorial and design teams
Content will appear in Habitat the Magazine, on the Habitat of the Week eLetter Habitat editors and designers create the collateral for print, eLetter and web
and www.habitatbyresene.co.nz exposure using our own Studio. This could include set building and video
creation.
All content created will be available to the Advertiser for amplification across
their chosen channels or collateral. The Print element will need to appear in POA
Habitat the Magazine first.
Supplied images and copy integrated with Resene content / colours
Advertiser supplies images and copy. Habitat editors and designers create the
collateral for print, eLetter and web exposure.
• A - Full page, one eLetter piece that then lives on
https://habitatbyresene.co.nz/news-articles with links to the Advertiser
site.
• An estimated 425,000 impressions
• $7,115 plus gst. Not commission bearing
• B - Double page spread, two eLetter pieces that then live on
www.habitatbyresene.co.nz with links to the Advertiser site.
• $12,545 plus gst. Not commission bearing
• An estimated 465,000 impressions
• Billed once the Print element is approved
18
Trudy / Habitat 12 October 2020Production specifications and approval of
material
All content included supplied advertisements Print specifications can be found here:
must be approved by Resene. https://www.tangiblemedia.co.nz/files/Habitat__media_kit_12_October_2020.pdf
Advertising with fan decks, swatches, colour Digital specifications are:
names and stains that are not Resene products
will not be accepted. Revive Adserver has been built to specifically support HTML5 banners that
either: Meet the IAB's HTML5 for Digital Advertising v2.0 guide; or are in
Advertising with mention of paint resellers that Adobe Edge format.
do not sell Resene products will not be accepted. Website www.habitatbyresene.co.nz
Terms such as “never needs painting” will not be Home page rectangle: 400 wide x 300 high / 72 dpi, gifs up to 120 kbs and url
accepted.
Other pages towers: 160 wide x 600 high / 72 dpi, gifs up to 120 kbs and url
Outside of these factors, Resene reserve the
right to reject content and advertising in Habitat Advertising rotates with up to four other advertisers across all positions
by Resene; print and digital channel. eLetter Habitat of the Week
We recommend checking that creative will be 600 pixels wide x 124 pixels high / 72 dpi, gifs up to 120kbs and url
accepted before proceeding to production
19
Trudy / Habitat 12 October 2020Magazine deadlines Digital deadlines
Issue Mailed Booking Material Billed Element Frequency Booking Material Billed
34- Autumn Mailed early Mid January Mid January End of March Website – Monthly One week One week prior Monthly, end of
2021 March 2020 2020* 2020* 2020 www.Habitatby prior month
resene.co.nz
35 – Spring Mailed early Mid August Mid August End of
2021 October 2021* 2021* October eLetter – Weekly Three days Three days Monthly, end of
2021 2021 habitat of the prior prior month
week
* These dates are still to be finalised but will only vary by a day or
two All digital opportunities are subject to availability
Branded content collateral must be supplied two weeks before digital appearance to
allow time for feedback, creation and Resene approval processes
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Expol and Habitat Autumn 202121 Trudy / Habitat 12 October 2020
Thank you for your time
Trudy H Dickinson
Advertising Sales Manager
Phone: 64 9 3605700
Mobile: 64 21 388892
Email: trudy.dickinson@icg.co.nzYou can also read
