Habitat the Resene magazine - ICG
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Habitat
the Resene magazine
New Zealand’s highest circulation home title
Brought to you by Resene Paints, Habitat is more than a
magazine about paint. It covers the full spectrum of design,
renovation and refurbishment – from the smallest to the
largest projects with an emphasis on colour.
Habitat - April 2021 touchpoints
No other home title has eLetter average sends Average net
such a large audience minus bounce (average
last four)
262,521
NZcirculation March
2021
388,352
In the month the Website unique NZ
browsers (month)
magazine is mailed out
99,699
Facebook New Zealand
we “reach almost two reach (last 28 days )
105,682
million New Zealanders. 1,992,581 Instagram Followers
(month)
6,264
In between we reach over
1 million people across
our digital platforms each You Tube Views (month)
Pinterest unique views
481,500
month NZ Unique
647,163
2
Average nett circulation
Mar-18 Mar-19 Mar-20
New Zealand’s largest circulating
home title
Your Home &
Garden #
Haven *
NZ House & NZ Life & revived in
Habitat is one of New Zealand’s largest directed Habitat Homestyle
Garden Leisure September
October 2020
initial print run
circulation magazines and the largest circulating 2020 after 5
month hiatus
home title. It’s full of ideas of how to improve the Mar-18 248,575 12,361 40,251 30,162 29,460 0
home both inside and out. Mar-19 367,965 10,904 36,174 31,065 26,743 0
Mar-20 388,352 8,775 33,224 29,759 22,973 20,000
• We have a low editorial to advertising ratio of 80:20.
388,352
Published twice a year in Spring and Autumn to 390,000
Habitat Circulation to March 2021
inspire readers at key times of the year.
• 90% +/- copies are mailed to all Resene Card holders. 340,000
• The rest of the circulation goes on sale in all 74 New
Zealand Resene Color Shops and six Australia Color 290,000
Shops, and to Resene’s own mailing list of Architects,
Designers and Specifiers.
240,000
The weekly eLetter Habitat of the Week has 260,000+/-
subscribers and www.habitatbyresene.co.nz provides
gorgeous inspirational images and editorial all year. 190,000
31/03/12
30/06/12
30/09/12
31/12/12
31/03/13
30/06/13
30/09/13
31/12/13
31/03/14
30/09/14
30/06/142
31/12/14
30/03/15
30/06/15
30/09/15
30/12/15
30/03/16
30/09/16
31/03/17
30/09/17
30/03/18
30/09/18
30/03/19
31/03/21
3
Habitat readers have higher than the average household
incomes and a high proportion are mortgage free meaning
that have money to indulge themselves
Average Household Incomes and average amount invested
$160,000
• Their average household incomes are higher than the national
average by 15%, and they have more money invested than
$117,124
$140,000 $135,444
average
$101,920
$120,000 $112,504
• 85% are living in their own home, 52% of those are mortgage free.
$100,000 • Being mortgage free and having higher than average incomes means
that our community can spend on more than just the necessities
$80,000
• 70% are female - the home renovating / decorating decision
$60,000 maker
$40,000
$20,000
$0
National Average Habitat
Average Household Income Average amount invested
4
Well above average property ownership. And above
average concentration of readers in the top quintiles
of annual household spend
Assets personally owned or have
Top quintiles of annual household spend on…
90% 350
Index +/- national average
77%
80%
68% 300 • Total annual household spend
70%
60%
47%
250
• Furniture and furnishings
50% 200
40% 150 • Textiles and wall coverings
30% 20% 22% 100
20%
9%
• Appliances
10% 50
0% 0 • Glass, tableware and utensils
• Insurance
• Mortgage interest payments
Habitat - All Habitat - All Indx
5
Digital
www.Habitatbyresene.co.nz
24 / 7 365 days a week. Regular posts and blogs to keep the site fresh
eLetter Habitat of the week – weekly on a Thursday.
50 weeks of the year to 260,000+/- subscribers
Facebook / Instagram / Pinterest / YouTube – Habitat TV
6
88% NZ, mostly female
88% of users are from New Zealand 68% of users are female
Rest of the world
8%
Australia
4%
Male
32%
New Zealand
88%
Female
68%
7
Habitat of the week eLetter
continues to grow
The average open
Average weekly sends
rate is 24% (62,400) 260,000
250,000
232,831
230,000 230,000
225,000 221,000 220,000
212,029
200,000
190,719
175,000
150,000
125,000
100,000
December 15 December 16 December 17 December 18 December 19 Jun-20 Dec-20 Apr-21
Average weekly sends Linear (Average weekly sends)
8
Compared to our competition we have many more eLetter subscribers
If we allow an average open rate of 20% placement in all the competitive
eLetters would be seen by about 24,083 people.
Habitat’s digital foot in New Zealand print is vast
20% opens of Habitat of the week sends is almost twice as many: 52,000.
Average eLetter sends in April 2021
262,521 1,200,000
250,000
1,000,000
800,000
200,000
600,000
150,000 400,000
Combined these seven home titles send an 200,000
100,000 average 120,000
0
Your NZ House
NZ NZ Life & This NZ
Home and Habitat and Homed homestyle Haven
Gardener Leisure Life
50,000 39,159 Garden Garden
33,497
21,487 YoutubeSubscribers 0 647,163 0 0 0 0 0 0
8,356 9,500 7,520 PinterestFollowers 3,900 1,400 1,244 0 0 0 0 6,698 0
483
InstagramFollowers 64,004 6,264 54,900 0 0 77,900 0 6,856 3,246
0
habitat of Homed NZ House & Homestyle Haven NZ Life & NZ Gardener Your Home FacebookNZReach 193,298 105,019 0 0 0 809 0 63,768 175,526
the week (Stuff) Garden Leisure & Garden ELettersSent 7,520 262,521 33,497 9,500 8,356 39,159 21,487 17,662 483
Source: Magazine 360
WebsiteUniqueBrowsers 0 99,699 442,579 442,579 442,579 8,784 0 111,267 14,448
9
www.habitatbyresene.co.nz
Tower ad.s rotate across two
position on the homes /
inspiration pages. This is
where visitors from the
eLetter land
Rectangle ads. appear on the
homepage in rotation (two
positions)
10https://habitatbyresene.co.nz/
https://habitatbyresene.co.nz/oliver-and-ellas-
six-month-journey-their
https://habitatbyresene.co.nz/children/blue/
Site is searchable by room
type and or colour.
Rectangles also appear
here
11Habitat of the week eLetter
to 260,000 +/- subscribers every Thursday
Average 24% open rate;
62,400 readers
Advertisement
Stories click through to the inspiration
Sponsored stories
page of Habitatbyresene.co.nz where
the tower ad appears look like this
12Habitat TV
https://www.youtube.com/habitatbyresene
In the month of April 2021 Habitat
TV had 647,000 views.
Our wall pattern stencil episode
has now had almost 11 million
views
https://www.youtube.com/watch?
v=VyCz8mbxEto views
13Rate card costs for advertising
Discount will be given for volume
NZ $ We can offer a multi –touch point
Magazine – only 20 full page equivalents campaign at a tailored price
Right hand guaranteed full page $8,000
Run of book full page $6,950
Advertisement
Second double page spread $15,186 or custom Regular presence
branded content on
Run of book double page spread $13,205 in Habitat Habitatbyresene.co.nz
Half page (one of four) $4,309 magazine
One third page vertical (one of three) $3,058
Strategically
Off the shelf $2,363 timed activity on
the weekly eDM
Weekly eLetter – medium banner $1,500 to 260,000
Weekly eLetter – large banner $2,850 subscribers
Habitatbyresene.co.nz (per month) $1,125
Loose inserts (per thousand) $POA
14
Costs exclude gst and Advertising Agency commissionCost for branded content across
Habitat commercial channels
Supplied images and copy integrated Content entirely created and written by
with Resene content / colours Habitat editorial and design teams
Content will appear in Habitat the Magazine, on the Habitat of the Week eLetter Habitat editors and designers create the collateral for print, eLetter and web
and www.habitatbyresene.co.nz exposure using our own Studio. This could include set building and video
creation.
All content created will be available to the Advertiser for amplification across
their chosen channels or collateral. The Print element will need to appear in POA
Habitat the Magazine first.
Supplied images and copy integrated with Resene content / colours
Advertiser supplies images and copy. Habitat editors and designers create the
collateral for print, eLetter and web exposure.
• A - Full page, one eLetter piece that then lives on
https://habitatbyresene.co.nz/news-articles with links to the Advertiser
site.
• An estimated 425,000 impressions
• $7,115 plus gst. Not commission bearing
• B - Double page spread, two eLetter pieces that then live on
www.habitatbyresene.co.nz with links to the Advertiser site.
• $12,545 plus gst. Not commission bearing
• An estimated 465,000 impressions
• Billed once the Print element is approved
15Production specifications and approval of
material
All content included supplied advertisements Print specifications can be found here:
must be approved by Resene. https://www.tangiblemedia.co.nz/files/Habitat__media_kit_12_October_2020.pdf
Advertising with fan decks, swatches, colour Digital specifications are:
names and stains that are not Resene products
will not be accepted. Revive Adserver has been built to specifically support HTML5 banners that
either: Meet the IAB's HTML5 for Digital Advertising v2.0 guide; or are in
Advertising with mention of paint resellers that Adobe Edge format.
do not sell Resene products will not be accepted. Website www.habitatbyresene.co.nz
Terms such as “never needs painting” will not be Home page rectangle: 400 wide x 300 high / 72 dpi, gifs up to 120 kbs and url
accepted.
Other pages towers: 160 wide x 600 high / 72 dpi, gifs up to 120 kbs and url
Outside of these factors, Resene reserve the
right to reject content and advertising in Habitat Advertising rotates with up to four other advertisers across all positions
by Resene; print and digital channel. eLetter Habitat of the Week
We recommend checking that creative will be 600 pixels wide x 124 pixels high / 72 dpi, gifs up to 120kbs and url
accepted before proceeding to production
16Terms and conditions
Conditions of acceptance of advertising Terms
These conditions are deemed part of the contract issued by Tangible Media Ltd. Accounts for advertising space and production are due for payment within 20 days following the end of the month of publication.
Advertisers and their Advertising Agencies are jointly and severally liable for payments due under any contract. For the purposes of this
Contract advertising clause the month of publication is the cover date or mast-head date of the publication. In the case of bi-monthly publications the month
of publication is the first month of the two months shown as the cover date or mast-head. In the case of quarterly, bi-annual and annual
Series bookings apply to a specific volume of space which is contracted by the Advertiser for a specific period. In cases where the actual publications the month of publication shall be deemed to be the month of the invoice date. Any costs, fees, legal expenses or
space taken for the period falls below the contract volume, the Publisher will surcharge all space taken to the rate appropriate to the commissions incurred in obtaining payment are to be charged to the client’s account.
volume of space used.
Tax and Levies
Postponement or cancellation of space
Any Government or industry taxes and/or levies are additional to the current rates structure shown on the rate card. GST (currently
This cannot be effected after 5pm on the last day of the month, one month prior to the publication date, or one month prior to the 12.5%) is payable on all payments from a New Zealand source and on such overseas advertising as may from time to time be deemed
digital month of activity. liable by the Inland Revenue Department.
Material General
a All advertising material shall be delivered to the Publisher without expense to the Publisher a The Publisher reserves the right to decline the insertion of any advertisement
b Any expenses incurred following copy deadline date in trying to secure material (e.g. toll calls, freight, couriers etc) shall be recoverable tb The placement of an advertisement is at the Publisher’s discretion – except where a preferred position loading has been paid c Casual
from the Advertiser or Advertising Agency and shall be charged out as a disbursement (non-commission bearing) displacement, rejection or omission of an advertisement does not invalidate a space order d While every care is exercised, the Publisher
will not accept liability for any loss whatsoever incurred through error either in the content of an advertisement, or the incorrect
c Where new copy or instructions to repeat have not been received from a contract Advertiser by copy deadline date the Publisher
appearance of an advertisement.
reserves the right to repeat any previously run copy, or to compose or enter substitute copy at the Publisher’s absolute discretion and
charge full rates plus production Terms of Acceptance of Advertising Copy
d Advertisement material is held at the Advertiser’s risk and is not insured by the Publisher. Material will only be returned on request The Advertiser warrants and undertakes to the Publisher that no statement, representation or information contained in the supplied
and any material unused for 36 months will be destroyed. advertisement:
Rate Protection a is or is likely to be misleading or deceptive or to otherwise infringe the Fair Trading Act, 1987; or
Should advertising rates change, Advertisers on a current contract with Tangible Media Ltd will be given rate protection (i.e. charged at b is at all defamatory, in breach of copyright, trademark or other intellectual or industrial property right; or
“old” rates): – for only two consecutive issues in the case of monthly titles and for one issue in the case of all less-frequently published
titles – from and including the issue at which any new rate increase takes effect. c is otherwise in breach of any provision of any Statute Regulation or rule of law.
The Advertiser acknowledges that Tangible Media Ltd relies on the provisions of this Clause in accepting the advertisement for
production. The Advertiser hereby agrees to indemnify the Publisher against all losses or costs, legal or otherwise, arising as a result of
the publication of the advertisement.
17Advertisement sizes, shapes and technical data
Mechanical
Size: 210 x 275 (deep) Material format
Binding: Perfect bound Files should be supplied as PDFs using one
Colour: CMYK of the following methods (for Mac or PC): Exporting from InDesign
Sizes Using Acrobat Distiller 1 From the export options, select pre-set PDF/X-1a
Full page 1 Print document to file by selecting PostScript® File 2 Select crop marks and 5mm bleed all round
printer option in the print dialogue window
Trim: 210 x 275 (deep) 3 Ensure font sub setting is set to 100%
2 Select Adobe PDF or Acrobat Distiller PPD
Bleed: 220 x 285 (deep) 4 Set transparency flattener options to high resolution
3 Select an output paper size that accommodates the
Double page spread (DPS) page trim size, including crop marks and 5mm bleed all Screen
round
Trim: 420 x 275 (deep) 175 lpi (screen ruling)
4 Select crop marks
Bleed: 430 x 285 (deep) Proofs
5 Select composite CMYK output
Inside front cover (IFC), inside back cover (IBC) and A colour digital proof is to be supplied with all
opposing pages : Image area is reduced due to binding 6 Include all fonts advertising material.
(see diagrams over leaf).
7 Set transparency flattening options to high The Publisher accepts no responsibility for
Double page spreads should be supplied as single page resolution reproduction of advertising artwork where a colour
PDFs with 5mm bleed all round. digital proof has not been supplied.
8 Save to create the PostScript® file
Single page image area: 210 x 275 (deep)
9 Launch Adobe Acrobat Distiller
Bleed: 220 x 285 (deep)
10 Select PDF/X1a as the default job options
Outside back cover: Full page portrait
11 Drag and drop the PostScript® file into Adobe
Acrobat Distiller to create the PDF
1819
Magazine deadlines Digital deadlines
Issue Mailed Booking Material Billed Element Frequency Booking Material Billed
34- Autumn Mailed early 24 January 31 January End of March Website – Monthly One week One week prior Monthly, end of
2021 March 2021 2021 2021 2021 www.Habitatby prior month
resene.co.nz
35 – Spring Mailed early 9 August 12 August End of
2021 October 2021 2021 October eLetter – Weekly Three days Three days Monthly, end of
2021 2021 habitat of the prior prior month
week
36 – Autumn Mailed early 24 January 31 January End of March
2022 March 2022 2022 * 2022 * 2022 * All digital opportunities are subject to availability
Branded content collateral must be supplied two weeks before digital appearance to
* These dates are still to be finalised but will only vary by a day or
allow time for feedback, creation and Resene approval processes
two
20Get in touch
Trudy H Dickinson
Advertising Sales Manager
Phone: 64 9 3605700
Mobile: 64 21 388892
Email: trudy.dickinson@icg.co.nzYou can also read
