MEDIA KIT 2020 - Caravans & Motorhomes For ...
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MEDIA KIT 2020
WELCOME
Motorhomes, Caravans & Destinations magazine, along with its
associated website nzmcd.co.nz and social platforms, is published by
privately owned, independent New Zealand publisher, MCD Media Ltd.
As a trusted New Zealand brand, Motorhomes, Caravans
& Destinations magazine the ultimate resource for RV enthusiasts.
We inspire readers to explore New Zealand’s beautiful destinations,
to discover our wonderful off-the-beaten-track gems, and to embrace the
freedom and comfort of doing so by motorhomes and caravans.
First published in 2005, our readers have turned to Motorhomes,
Caravans & Destinations for over 14 years for our RV-friendly travel
features, expert motorhome and caravan reviews, and for up-to-the-
minute technical advice and tips from authorities in the industry.
Based in Auckland, the team at MCD Media look forward to working
with our advertisers and the wider industry to promote the joys of life on
the road.
“
I loved MCD magazine from the moment I picked it up – it’s an
exciting brand that delivers highly engaging content – the type
of content I’m really passionate about: New Zealand’s unique and
diverse destinations and the stories of the people who live in, and
travel through them. The motorhome lifestyle is booming right
now, and for good reason – it’s exciting, fun, and rewarding.
“
I feel very privileged to be part of a magazine that so successfully
captures the essence of this increasingly popular lifestyle.
Claire Smith,
Editor
AUDIENCE Motorhomes, Caravans & Destinations delivers a qualified audience of RV
enthusiasts with over 151,000 audience touchpoints per month through print,
digital and social channels
EAT, PLAY, LOVE IN
QUEENSTOWN TIME TO
DOWNSIZE?
‘WE SOLD THE HOUSE TO
LIVE FULLTIME ON THE
ROAD!’ - P94
PICNIC
PERFECTION
SUMMER RECIPES - P102
ISSUE 189 26 DEC 19 – 22 JAN 20 $9.95
Inside: Safety first – helpful tips on keeping yourself and your RV safe
A northern mission Know before you tow PLUS! news, events,
Kerikeri’s old trade route Choosing the right tow gear book reviews & more!
PRINT WEBSITE DIGITAL EDITIONS E-NEWSLETTER FACEBOOK
(per issue) (monthly) (monthly) (monthly) (28 day reach)
• READERSHIP 78,000 people • Unique Browsers 33,900 • Total reads 3,220 • Reach 5,900 • Reach: 23,750
read Motorhomes, Caravans • Sessions 50,600 • Click rate 23.5% • Open rate 53% • Followers: 8,100+
& Destinations (average issue) • Page views 150,700 (industry average 32.5%)
• 8 out of 10 MCD readers are heavy • Ave session time 2.27 mins • Click rate 26%
magazine readers (4+ per week) (industry average 9.5%)
• Time spent reading for primary
readers is 80 minutes per issue
Source: Audience touchpoints have been calculated using the
Magazine Publishers Association (NZ) Magazine 360 methodology
Print: Nielsen CMI Readership Survey (Q2 2019 – Q1 2020)
Website: Google Analytics July 2020
Digital Edition: Issuu platform for MCD July 2020
Facebook: July 2020 28 day reach
E- newsletter: Mailchimp July 2020
OUR READER MCD readers are RV and travel enthusiasts who love to explore New Zealand’s
beautiful destinations and all they offer. They are engaged, social and financially well
off and like to be out and about
OUR READERS ARE:
OUR READERS ARE ENGAGED* 80% OF MCD READERS OWN OR
• The primary reader spends INTEND TO BUY A MOTORHOME OR
83 minutes reading per issue CARAVAN IN THE NEXT 2 YEARS#
• 46% Own a motorhome or caravan
• 34% Not currently, but planning
OUR READERS ARE ASSET RICH to buy
& FINANCIALLY SAVVY • 20% Don’t own, and not planning
• 67% own their own home to buy
• 32% have investments
• 59% pay off their credit cards monthly
• 22% have shares OUR READERS LOVE TO
DINE AND HAVE A TIPPLE
Male 55% Female 45% OWNING OR UPGRADING IS • Our readers are social, go out
IN OUR READERS PLANS# and about and like to cook
Average age is 56 years old •5
5% of owners/planners are and experiment.
73% are 40-74 years old considering a purchase or an
upgrade in the next 2 years
47% North OUR READERS GET OUT & ABOUT
20% Central 32% • MCD readers like to travel
South Island PURCHASE & UPGRADE and experience different
CONSIDERATION# destinations and activities.
• Spend on average 9.2 months • MCD readers like to be active and
MCD READERS LOVE MAGAZINES* researching options in the outdoors.
• 75,000 readers per issue • 41% of current owners are likely
• 41% primary readers to trade
•8 out of 10 MCD readers are heavy • Planning to spend an average of
Source: Nielsen CMI Readership Survey (Q4 2018 – Q3 2019) ,
magazine readers (4+ per week) $98,500 (*) Nielsen CMI Readership Survey (Q4 2018 – Q3 2019) ,
(#) MCD Reader Survey December 2018
READER FOCUS – MCD offers the perfect target audience if your business involves, food, drink
and hospitality. Our readers are social, love to get out and about and like to experiment
FOOD & DRINK with food and cooking.
OUR READERS LOVE TO
DINE AND HAVE A TIPPLE
In the last month
50% had wine with a meal
(45% more likely than population)
45% had been to a licensed restaurant
(4% more likely than population)
Over 65% had gone to a café, bought takeaways
and cooked a meal from scratch
Over 40% had tried a new recipe, been to
brunch/coffee with friends, dabbled in some home
baking and entertained friends & relatives at home.
Consumption of Alcohol
MCD readers like a tipple with 77.8% (8% higher
having consumed alcohol in the
than the population)
last month.
• Wine - 56.2% (12% more likely than the population)
• Beer – 52.7% (10% more likely than the population)
• Spirits – 49.9% (15% more likely than the population)
• Not so keen on RTDs
Source: Nielsen CMI Readership Survey (Q4 2018 – Q3 2019)
READER FOCUS – MCD readers like to travel and experience different destinations and activities. 82% are
looking to go on holiday in the next 12 months
TRAVEL
OUR READERS ARE
ADVENTUROUS, THEY LOVE
TO GET OUT AND ABOUT*
48% like holidays off the beaten track
(24% more likely than the population)
32% went away for the weekend
(21% more likely than the NZ Population)
42% prefer to take holidays in NZ rather than going
overseas (24% more likely than the population)
8% took short breaks overseas
(24% more likely than the population)
8% went or hired a bach
(21% more likely than the population)
Source: Nielsen CMI Readership Survey (Q4 2018 – Q3 2019)
* MCD reader activities in the last month
READER FOCUS – MCD readers like to be active and in the outdoors. In the last month MCD readers have
participated in the following activities:
ACTIVITIES
59% gardened (29% more likely than the population)
70% went for a walk
42% exercised – gym, running, cycling etc
18% went fishing
(125% more likely than the population)
15% fixed cars, bikes & other vehicles
(29% more likely than the population)
Source: Nielsen CMI Readership Survey (Q4 2018 – Q3 2019)
INFORMATION MCD readers are an engaged audience and consume content from |
top-ranked audience touchpoints – magazine, digital and social media.
SOURCES
MCD READERS ARE
INFO HUNGRY
MOST READ SECTIONS:
70% Travel articles
59% Motorhome reviews
27% Latest technology
25% How-to articles
24% Caravan reviews
READERS WOULD LIKE
TO SEE MORE OF:
61% Travel features
56% Technology/gadgets
55% User reviews
50% Maintenance
TOP 3 SOURCES OF
INFORMATION WHEN
RESEARCHING RV’S
69% Magazine
62% RV shows
59% Online
Source: Nielsen CMI Readership Survey
(Q4 2018 – Q3 2019) ,
(*) Nielsen CMI Readership
Survey (Q4 2018 – Q3 2019) ,
(#) MCD Reader Survey
December 2018
PRINT MCD magazine is ranked #1 in the Travel & Tourism category in retail,
and outsell its closest rival by close to 3:1 in supermarkets.
DISTRIBUTION
BU SU
MP MM
ER ER
MOTORHOMES, CARAVANS & DESTINATIONS
ISS
UE
UPDATE
YOUR RV LAKE 2019 WRAP-UP
41 RV
SUMMER
LOVIN’
RENTING
IT OUT
READERSHIP - 78,000* AVERAGE ISSUE READERSHIP
COOL IDEAS FOR
INTERIOR DIY
PROJECTS
LIFE
Kicking back
REVIEWS
INSIDE! 10 STUNNING SUMMER HOT-SPOTS
A LOOK AT
PEER-TO-PEER
RENTAL SCHEMES
THE EDGE
OF PARADISE
PORT JACKSON
in Taupō & FLETCHER BAY
REVIEWS RETAIL
of the latest
7,500 DISTRIBUTION
PRICE
RVs & caravans
Copies monthly
GREAT MADE TO SHARE
GOING $9.95
REASONS TO VISIT
BREAM BAY MIND YOUR MANNERS
CHRISTMAS
RECIPES FOR
CAMPGROUND
OFF GRID
THE CHANGING LANDSCAPE OF
TIPS ON TRAVEL LUNCH SORTED! GATHERINGS FREEDOM CAMPING
ETIQUETTE RECIPES INSIDE
ISSUE 186 03 – 30 OCT 2019 $9.95
Inside: Advances in driving technology, plus tech tips on inflatable awnings
ISSUE 187 31 OCT – 27 NOV 2019 $9.95
Inside: What you need to know about motorhome WOFs & COFs
ISSUE 188 28 NOV – 25 DEC 2019 $9.95
Inside: Find the perfect pressie with our Christmas gift guide - page 62
A wrap-up of the Hamilton Motorhoming magic in PLUS news, events, Life on the road: Sanctuary scene Plus news, events,
NZMCA motorhome show the Mackenzie Country book reviews, & more! Tackling Te Araroa Wild about Wellington PLUS! news, events, From tiny home to big bus 8 great wildlife havens books reviews & more!
New Zealand’s 3000km trail 48 hours in the capital book reviews & more!
CHANNEL BREAKDOWN SALES BY RETAIL OUTLET SUPERMARKETS+
• All RV magazines fall into the
Travel & Tourism category.
• Travel & Tourism competitive set -
Supermarkets
DIRECTED Motorhomes, Caravans & Destinations
COPIES (MCD), RV Travel Lifestyle, Lonely Planet,
Book stores
5.3% National GEO Traveller and Vacations &
Travel.
45.2%
• MCD is currently ranked #1 in the
Service Stations
36.2%
travel & tourism category, holding
SUBSCRIPTIONS
RETAIL 50% of the total dollar share*.
22.3%
72.4%
Convenience
Other
13.8%
4.2%
0.6%
+Nielson CMI Readership Survey (Q2 2019 - Q1 2020)
*Source: IRI - AZTEC Market Edge Sean Data 12 months
TOTAL NUMBER OF RETAIL OUTLETS - OVER 790 ending (Oct 2019)
DIMENSIONS All files must be supplied CMYK. For sizes that cannot have
bleed, please use the TYPE AREA for the ad size
ADVERT SIZES (mm) TYPE AREA TRIM BLEED
Double-page spread (DPS)* w390 x h264 w420 x h297 w430 x h307
Full page (FP) w180 x h264 w210 x h297 w220 x h307
Half-page horizontal (HPH) w180 x h130 w210 x h136 w220 x h163
Half-page vertical (HPV) w88 x h264 w102 x h297 w118 x h320
Quarter-page vertical (QPV) w88 x h130
Quarter-page horizontal (QPH) w180 x h63
*Please allow a 30mm gutter in centre of spread
business directory
Quarter-page vertical (QPV) w88 x h130
1/8-page horizontal (1/8th) w88 x h63
HORIZONTAL DPS SPREAD (mm)
Quarter-page vertical (QPV) w390 x h63
Half page (HP) w390 x h130
FP
HPV
1/8th
HP QPV
QPH
BLEED AREA
TYPE AREAPRINT RATE Motorhomes, Caravans & Destinations is the perfect magazine to reach a highly
engaged audience. To discuss your business advertising requirements contact
CARD Danny on 022 392 1788 or danny@nzmcd.co.nz
EDITORIAL SECTION: Your ad will appear in the editorial pages, providing a less cluttered environment
amongst editorial content.
Editorial Section 1 Issue 3 Issue 6 Issues 12 Issues
Double Page Spread (DPS) $2,995 $1,930 $1,820 $1,700
Full Page $1,695 $1,050 $970 $900
Half Page $895 $660 $600 $550
Quarter Page $595 $450 $380 $330
DEALER SECTION: Your ad will appear in the dealer section among other dealer ads (no editorial content).
Dealer Section 1 Issue 3 Issue 6 Issues 12 Issues
Double Page Spread (DPS) $1,700
Full Page $935 $675 $620 $550
Half Page $595 $460 $400 $340
Quarter Page $495 $390 $340 $310
1/8 Page $275 $230 $210 $190
Premium Options Per Issue Editorial Section Per Issue
Cover Button /Peel $1,500 Inserts POA
Inside Front Cover 50% Advertorial POA
Outside Back Cover 50% Subscription Giveaway POA
Inside Back Cover 25% Sponsored Section POA
Product Profile $250
Rates are per issue and subject to change. Effective from 01/01/2020.
All rates are in NZ dollars and exclude GST
All print advertising will appear in the MCD digital edition as added valueMCD 2020/2021 ADVERTISING DEADLINES
Issue Advertising Material deadline Cancellation Insert date Onsale date
deadline (Tues) (Wed) deadline (Mon) (Mon) (Thu)
196 23 June 24 June 22 June 29 June 9 July
197 21 July 22 July 20 July 27 July 6 August
198 18 August 19 August 17 August 24 August 3 September
199 15 September 16 September 14 September 21 September 1 October
200 20 October 21 October 19 October 26 October 5 November
201 17 November 18 November 16 November 23 November 3 December
202 8 December 9 December 7 December 14 December 7 January
203 19 January 20 January 18 January 25 January 4 February
204 16 February 17 February 15 February 22 February 4 March
205 16 March 17 March 15 March 22 March 1 April
206 20 April 21 April 19 April 26 April 6 May
207 18 May 19 May 17 May 24 May 3 June
208 15 June 16 June 14 June 21 June 1 July
209 20 July 21 July 19 July 26 July 5 August
The above deadlines may be subject to changeDIGITAL & SOCIAL Motorhomes, Caravans & Destinations delivers an engaged
audience of RV enthusiasts with over 73,000 audience touchpoints
AUDIENCE per month through MCD digital & social channels
WEBSITE
E-NEWSLETTER (MONTHLY)
(MONTHLY) Unique Browsers 33,900
Reach 5,900 Sessions 50,600
Open rate 53% Page views 150,700
(industry average 32.5%) Ave session time 2.27 mins
Click rate 26%
MCD DIGITAL & SOCIAL
AUDIENCE
FACEBOOK Over 73,000 monthly
(28 DAY REACH) DIGITAL EDITIONS
Reach 23,750 (MONTHLY)
Followers 8100+ Total reads 3,220
Click rate 23.5%
Source: Audience touchpoints have been calculated using the
Magazine Publishers Association (NZ) Magazine 360 methodology
Website: Google Analytics July 2020
Digital Edition: Issuu platform for MCD July 2020
Facebook: July 2020 28 day reach
E- newsletter: Mailchimp July 2020NZMCD.CO.NZ nzmcd.co.nz provides a pre-qualified audience who are serious
about motorhoming. Our relevant content drives visitor numbers.
Browsers actively seek out this website, especially in the active buying
consideration process.
THE NZMCD.CO.NZ STATS
USER 33,900
NEW USERS 28,500
SESSIONS 50,600
NO. OF SESSION PER USER 1.49
PAGE VIEWS 150,700
PAGES/SESSION 2.97
AVERAGE SESSION DURATION 2.27 minutes
THE NZMCD.CO.NZ WEBSITE
• Motorhomes, Caravans & Destinations digital channel
is nzmcd.co.nz
• MCD attracts a prequalified audience by providing
relevant content through its print, website,
e-newsletter and Facebook channels
• Nzmcd.co.nz is the only standalone RV website that
provides relevant content and a buy/sell market place
• MCD introduced a ‘Dealer Listing of the Day’ through
its Facebook page, helping advertisers to better
connect with potential buyers.
* Google Analytics (1-31 July 2020)DIGITAL Advertise on our desktop and mobile site to reach our audience of
34,000+ per month. Multiple options available.
DISPLAY ADS
LEADERBOARD 728 x 90px
MREC (MEDIUM
RECTANGLE) 300 x 250px
WEBSITE WRAP
HOMEPAGE TILES 180 x 150px
MOBILE STICKY
BANNER ADDIGITAL Advertise on our desktop and mobile site to reach our audience of
34,000+ per month. Multiple options available.
DISPLAY ADS
MOBILE STICKY
BANNER AD
Mobile banner ads appear at the
bottom of mobile phones and capture
user’s attention on-the-go. These can
target user’s specific search terms or
be general (mobile only).
WEBSITE WRAP HOMEPAGE SPECIFIC TARGETING
A website wrap is premium real BUYOUT Display ads can use specific search
estate and means your brand is Our most premium parameters to allow targeting of
featured on the full nzmcd.co.nz display advertising option. customers by keyword used: ie.
homepage background wrap Your advertisements make, model, keyword, contextual
(desktop only). will appear across the geographic or segmentation (desktop
entire homepage with no and mobile).
competition. This includes
the Leaderboard, MREC
and Wrap (desktop only).EDM Advertise in our digital newsletter to reach our engaged audience of 5,930 once
per month. Multiple options available. eDM advertising only available as part of a
ADVERTISING bundle advertising package.
BANNER AD 728 x 150px
Banner ads can be static or
short looping GIFs. They draw
attention across the span of the
eDM (desktop and mobile. Only
available as part of a bundle
advertising package).
MREC (MEDIUM
RECTANGLE) 300 x 250px
MRECs can be static or short looping
GIFs. They are eye-catching and should
contain a button or CTA for best results
(desktop and mobile. Only available as
part of a bundle advertising package).LIST TO SELL Harness MCD’s print, social, and digital media expertise to connect
with an engaged, pre-qualified audience of RV buyers. List your new,
secondhand, trade in or accessories online.
CHANGE TO SEVEN GREAT REASONS TO LIST AND
SELL WITH MCD ONLINE
1 COST-EFFECTIVE
PACKAGES
Pay a monthly fixed fee per listing:
5 FACEBOOK
OF THE DAY
DEALER
Each day MCD promotes a dealer listing on
$3-$5 depending on your listing package Facebook, driving traffic to nzmcd.co.nz and
to the listing. Listings are rotated providing
2 FLEXIBLE
LISTINGS
an average of 61.4 clicks
Choose from 2 types of listing packages:
• Self-management
• Assisted management
6 TRACKING
& DEALER DASHBOARD
The Dealer Stats Dashboard allows you to see key
metrics in one place
3 PREQUALIFIED
AUDIENCE
• 3 4,322 unique browsers actively search
• Lead count per month
• Count of POA items, premium items, or items without
images
nzmcd.co.nz each month • Most popular stock items in terms of views
• Visitors are RV & destination enthusiasts • Latest email and phone enquiries, with contact details
• 51,596 sessions per month with an average for easy follow up
duration of 2.42 minutes
4 VIRTUAL
SHOWROOM
7 RELEVANT
CONTENT
MCD has both print and digital offerings, with a
Connect with potential purchasers through complimentary social presence on Facebook
your virtual showroom • Connect with the buyer/seller market
• Unlimited photos per listing. • This multi-channel approach creates over
Visitors spend on average 3-minutes 151,000 audience touchpoints each month
plus per listing • Amplify your presence through targeted contentDIGITAL Motorhomes, Caravans & Destinations is the perfect magazine to reach a highly
engaged digital audience. To discuss your business advertising requirements contact
RATE CARD Danny on 022 392 1788 or danny@nzmcd.co.nz
nzmcd.co.nz 10,000 CPM’s/month 20,000 CPM’s/month 30,000 CPM’s/month
Leaderboard (728 x 90px) $450 $900 $1,350
MREC (300 x 250px) $450 $900 $1,350
Double MREC (300 x 500px) $600 $1,200 $1,800
Homepage Tile (180 x 150px) $300 $600 $900
Homepage Buyout $250 per day
Market Place (Buy/Sell) $3 per vehicle (Self-managed)
Market Place (Buy/Sell) $5 per vehicle (MCD-managed)
Digital Magazine Editorial & Dealer Sections
Double Page Spread
Full Page
Half Page horizontal
Half Page vertical All print advertising will appear in the MCD digital edition as added value
Quarter Page Vertical
Quarter Page Horizontal
1/8 page
Video Advertisement $300
Design/artwork $45 per hour
E- Newsletter (EDM)** Per Mail Out
Banner Ad (728 x 150px) $250
MREC (300 x 250px) $250
Video MREC (300 x 250px) $350
Facebook Per Post
Post (image: 1,200 x 630px) $50
*All pricing in NZ$ and ex GST ** Must be in conjuction with other MCD advertising
Terms & Conditions apply. Rates are per issue and subject to change. Effective from 01/05/2020.CONTACT DANNY McKENDRY, ADVERTISING SALES MANAGER | EMAIL DANNY@NZMCD.CO.NZ | PHONE 022 392 1788
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