Stuff Mastheads see 26% growth as subscribers, audiences accelerate

Stuff Group’s subscription publications have continued their audience acceleration over the past three months, with digital and print publications The Post, The Press and the Waikato Times now read by almost 1.5million Kiwis each month, a 26% increase year on year.

New Nielsen quarterly readership results released today show 300,000 more Kiwis are reading Stuff’s mastheads than a year ago, and digital subscriptions to the daily publications are up 57%.

The Press’ audience soared over the past quarter, now reaching 881,000 New Zealanders each month, 65% more than the 12 months ago. The Post, New Zealand’s fastest growing national news brand, increased its audience by 150,000 readers to 906,000, 20% more than in the same quarter in 2024.
 

Stuff Masthead Publishing Managing Director Joanna Norris said the significant Nielsen results highlight that New Zealanders value quality, independent journalism that is highly relevant to them. “The Press’ dominance in the South Island market is undeniable, and it is a must-read for anyone who wants to understand the unique role the Mainland plays in New Zealand’s economic recovery,” she says. “The Post’s national focus on the intersection of power, politics and business is behind its remarkable audience growth, which is increasingly seen in Auckland.”

The Post has grown its Auckland senior editorial team in recent months, including with new Auckland Editor, investigations specialist Steve Kilgallon. “Our sites and publications are in great heart heading into a critical election year where audiences will demand smart and essential analysis of issues both locally and nationally,” says Norris. “Our exceptional team of journalists across the country connect with New Zealanders on what matters most in their lives, and this audience growth is proof of that.”

Stuff Masthead Publishing Commercial Director Lee Piper said: “Our phenomenal audience growth, driven by quality, independent journalism, guarantees our customers’ messages are reaching an influential, highly engaged and valuable customer base. That has seen significant growth in digital advertising revenue over the past few months.”

Stuff Group, which has the subscription sites and Stuff Digital Ltd (stuff.co.nz), remains the number one
digital and print publisher in the country.
 

Nielsen CMI Q4 24-Q3 25 Sep 25 vs Q4 23 - Q3 24 .

About Stuff Group
Stuff Group is New Zealand’s largest and most dynamic digital, media and experiences business,
connecting with 3.4million Kiwis every month through quality journalism. Our mission is to have a tangible, positive impact on the lives of all New Zealanders. In 2025 Stuff won Media Business of the Year (Beacon Awards) and Digital News Provider of the Year (Voyager Awards).

Stuff Digital has unrivalled audience reach through New Zealand’s number one digital news site stuff.co.nz, where more Kiwis visit more often and stay for longer. It is the platform partner for great Kiwi creators and brands and its editorial team also delivers the daily ThreeNews 6pm broadcast. Stuff Masthead Publishing reaches New Zealanders across the country through national and local subscription sites, large-scale events and premium print. Its subscriber-led brands include The Post, The Press, Waikato Times and the Sunday Star-Times; NZ Farmer and lifestyle magazines including NZ House & Garden and New Zealand Gardener. Stuff Events owns and delivers the national Round The Bays series and Central District Fieldays. Neighbourly is New Zealand’s homegrown social network.