Unravelling media maze


New Otago Uni research reveals losers, no-shows – and clear leader.

For the 25th year in a row, Mountain Scene has topped audience ratings in Otago University’s Greater Queens­town and Arrowtown Media Survey.

“Once again Mountain Scene leads the way in top spot and holds the largest reader­­­ship per issue, home delivery and preferred local paper,” Otago University’s Dr John Guthrie says.

“It has also been revealed as the No 1 source for classifieds.”

University researchers tapped a statistical sample of local residents.

Mountain Scene is read by 87 per cent of people – believed to be one of the highest media market penetration rates in New Zealand.

The Mirror, however, dropped 11 per cent from the previous survey to just 69 per cent.

All other locally circulating papers, dailies as well as weeklies, have only minority readerships – from 47 per cent down to seven per cent of the market.

Nationwide advertisers and their agencies will also note how plummeting penetration of the regional dailies leaves Queenstown as the black hole on the national media map.

Otago Daily Times and Southland Times reach only 42 per cent and 37 per cent of Wakatipu residents respectively.

In-home penetration – an important ad agency factor in tapping household spending – has plummeted to just 22 per cent for Otago Daily Times and 18 per cent for Southland Times.

By contrast, Mountain Scene gets inside 64 per cent of local homes.

Respondents were also tested on which of the three main local weeklies they most enjoyed – Mountain Scene scoring 83 per cent, with The Mirror and Queenstown Times just 13 per cent and four per cent.

“The main reason for Mountain Scene being the preferred paper is because of its Queenstown focus,” says project director Guthrie.

“This year’s survey has produced an almost identical response [to earlier surveys] with the local focus recurring as the No 1 reason – but Mountain Scene’s relevance and variety also stand out as main attractions.”

Print remains dominant in local news and information for 69 per cent of residents – radio at 22 per cent and the internet at 10 per cent are well behind.

Of the seven leading stations, non-commercial National Radio is favourite with a 24 per cent audience share.
Of the commercial stations,

Q92 The Breeze leads – but with a substantially reduced 17 per cent share.



Free to advertisers

Otago University’s new Greater Queenstown and Arrowtown Media Survey is available free to all advertisers via Mountain Scene.

The survey, conducted over May and June, covers a statistical sample of 200 local residents aged 15 and over and has a margin of error of five per cent.

Since 1984, Mountain Scene has regularly commissioned Otago University to conduct the independent survey. The newspaper plays no part in the methodology nor in interviews or statistical compilations.