We try our best to bring our readers the latest news and features and it looks like they appreciate it. Despite all the other demands on people‘s time, a survey has revealed that our readers spend more time reading New Zealand Trucking magazine than any other automotive magazine.

Data from a Nielsen Consumer & Media Insights Q3 2016 – Q2 2017 survey shows New Zealand readers are choosing to spend more time on magazines, with an increase in the average time spent reading them over the past five years.

In terms of top 10 titles for total minutes read, Magazine 360º reported the clear leader was the Christian title The Word For Today with 192 minutes, followed by Word for You Today with 183 minutes, and Lucky Break at 91 minutes.

This is followed by more in-depth journalistic titles such as NZ Listener and Reader‘s Digest, lifestyle titles New Zealand Gardner, Simply You and Good, alongside wedding titles Bride & Groom and New Zealand Weddings.

People were also keen to read up on their interests, as shown by the figures [see graph] for the total minutes spent reading by the primary reader for specialist titles such as Boating New Zealand (123), New Zealand Gardener (111), New Zealand Trucking (104), NZ Life and Leisure, (104), and New Zealand Geographic (103).

Matt Smith, co-owner and sales director for New Zealand Trucking, says the people who read the monthly magazine generally fit into two categories – business owners and those who are passionate about the products.

Smith says the style of the publication is aimed at business owners.

“They‘re using the magazine to help guide them in their decision making. We report on industry changes and content that may influence on how they run their business, as well as pictures of nice trucks. We are fortunate having readers hungry for the style of information we have as it makes it easy for us to deliver to them.”

Smith says he was surprised but happy to be in the top 10.

“You don‘t expect it, we‘re a small business. It‘s really pleasing, hopefully, it shows we‘re giving people what they‘re after, that we‘re in touch with our audience.”

Dave McCoid, editor and co-owner, said the placing was a result of a lot of hard work by the magazine‘s dedicated team.

“It’s a great result considering we’re the only industrial title in the group, meaning people who work in the trucking game take in our content in and out of work. It just proves the point that we’re a passionate group of trucking people, many of who can be found around a truck in the weekend as well as during the week. It shows in what we deliver.”