APN New Zealand has launched The Land, a new dedicated rural publication to be run weekly within its stable of six regional titles.
The Land, which bears no relation to the Fairfax Media Australia title of the same name, is the product of a streamlining of APN rural publications from around New Zealand including the Bay of Plenty Times’ Agri Business, the Northern Advocate’s Rural Advocate, the Wanganui Chronicle’s On The Land and Hawkes Bay Today section Heartland.
Those four regionals, as well as The Daily Post and Wairarapa Times-Age, which make up APN’s regional stable, “have been producing rural or farming based publications for some time,” APN Regionals group general manager Chris Jagusch said.
“We have now elected to take the content that has been available in all of those publications into a single and common title, all published to a weekly Thursday morning schedule.
“The Land is APN’s single voice to our rural communities.”
The Land will focus on issues from the economy, livestock and sustainable farming through to tourism. Each issue will contain content from across New Zealand, including columns by leading business writer Fran O’Sullivan and Newstalk ZB’s Farming Show host Dominic George, as well as local content from each region, produced by agriculture journalists at each of the regional newspapers.
The new, united publication gives readers the benefit of higher quality content shared between titles, Mr Jagusch said, while retaining a connection to the local community.
“Our top journalists have strong interests in rural issues,” he said.
It offers advertisers the chance to reach an audience of 242,000 rural and regional readers every week, with a weekly circulation of 110,000 copies, in one booking.
The Land would not necessarily be limited to the interests of rural readers, Mr Jagusch said.
“New Zealand has a variety of mixed uses of the land,” he explained. “Farmers, lifestylers, investment properties, [all] with specific interests.
“The Land as a topic will probably be of more appeal to rural readers but not exclusively so – just as sportspeople are interested in sports and businesspeople are interested in business, it’s all part of the daily mix of newspaper content.”
All of the content in The Land is available online, with local content available on each relevant regional masthead website, and the print insert will sit in each of APN’s six regional titles, as well as the weekly Te Awamatu Courier.
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