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Good does good

All this webness is exhausting. So how about some good news from the world of print (hey, magazines are community too!). Idealog’s baby sister, Good, just completed its first circulation audit and it’s a beauty. Here’s the official missive:

Good magazine, New Zealand’s only carbon-neutral sustainability magazine, recorded a strong start with its first circulation audit.

The total NZ net circulation is 11,045 for the six months ending December 2008.

The bi-monthly magazine and companion website (good.net.nz) were launched in June 2008 by HB Media, the publisher behind Idealog* and Inspire magazines.

“We are thrilled with the result, especially in such a tough economic times,” says HB Media director Martin Bell. “The magazine launched with strong advertising support, so we knew there was enthusiasm from suppliers. Now we can show that consumers want this kind of information – and they are prepared to pay.”

The result puts Good in a similar circulation league as Urbis, Home, Cleo, Metro and Mindfood.

“That’s a great outcome after only three issues,” says Bell.

Advocate brands

Good joins a small clique of ‘advocate brands’ such as Healthy Food Guide (up 7%) and NZ Gardener (up 7%) that is defying the downturn, showing growth in circulation.

“In troubled times people are looking for ways to save money and live smarter. Our readers want to know how to be more discerning with their spending, grow their own food and make more of what they’ve already got. It’s a perfect time to start living sustainably.”

Community effort

Good magazine has been embraced by the wider sustainability community. Of note is a deal signed in November to turn the 750 members of the Sustainable Business Network into subscribers during the course of 2009. In a poll from the SBN, 80% of members voted to include subscription to Good magazine in their membership package, showing strong support from the business community.

Good also has distribution agreements with sustainability organisations whose combined turnovers represent more than 30% of the Gross Domestic Product.

Good is the only sustainable media brand that reaches the growing “ethical consumer” market and key sustainability decision-makers in political and business circles. According to various market researchers, including Nielsen, the “ethical shopper” is a description that applies to as much as 30% of the adult population.

“It’s great to see that our first six month’s effort has resulted in such a passionate response from the reading public. We wish to thank our suppliers, advertisers and readers for helping our first year to start with such a bang!”

 

* MPA Business Magazine of the Year 2007, 2008