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INTRODUCING
NEW-LOOK DRIVEN
Saturday’s DRIVEN print edition is the print anchor for our multi-platform DRIVEN automotive
brand and marketplace.
NZME is investing in this market-leading NZ automotive brand and product in order to create a
premium environment for readers and advertisers:
· Upgrading the publication paper stock to 55 gsm (mirroring other NIMs)
· Increasing the editorial story content ratio
· Upgrading to stich & trim (stapled) to allow the font cover full-bleed image
· Introducing 4 x NEW Lifestyle content pillars aligned to core reader passions:
DRIVEN Adventure, DRIVEN Life, DRIVEN Tech, DRIVEN Green
A trade and consumer campaign will accompany the refresh.
LAUNCHING SATURDAY 14 MARCH
Source: Nielsen CMI Q4 2018 – Q3 2019 Oct ’19 TV/Online fused. Base: 15+
CATERING TO AN AFFLUENT MOTORING AUDIENCE
• 122,000 of them are likely to buy a car in the next 12 months.
• 75,000 of them have a household income of $120,000+.
• The DRIVEN audience are early adopters and are 83% more likely to be the first to
purchase new models of car and more likely than average to try new technology, TVs/home
theatre systems, computers, mobiles and holiday destinations.
• They are the driver of the car purchase decision within households, being 41% more likely
than average to make the purchase decision.
• 34% will confidently give out advice to friends and family when it comes to buying a car.
• They are 50% more likely than the average Kiwi to own an investment property, and 24%
have stocks/shares (31% more likely than average).
• 21% would call themselves a food connoisseur and they’re more likely than average to have
been to a restaurant in the past month.
DRIVEN reaches a combined motoring audience of 269,000
New Zealanders across print & digital*
NEW-LOOK DRIVEN
DRIVEN is New Zealand's one-stop motoring
source, and 2020 is the ideal time to take the next
step in its evolution. From buying and selling, to
news, reviews, supercars to electric
vehicle superchargers, motorsport and
motorcycles, DRIVEN's reach through print,
digital online and video channels are all being
refreshed, with new ideas, new avenues and new
aspects.
Beyond just motoring, we're covering new areas of
lifestyle, from travel and ultimate destinations,
sports and adventure, the latest technology to play,
wear, use or enjoy, to being eco-aware and
embracing new mobility solutions.
It's more than just cars, it's a way of life.
- Dean Evans, Editor
LETTER FROM THE EDITOR
Tour the country or the
world, the Driven lifestyle
runs far and wide, with travel
dream destinations and
bucket-list locales both here
and abroad.
On wheels or water,
from mountain biking to
jet-skiing, off-road tours
and getaways, there's
adventure waiting every
weekend; just add idea
& go!
More than just electrified
cars, GREEN encompasses
the eco-friendly lifestyle:
from e-mobility, energy
saving stories and ideas,
being green and eco-
conscious is a way of life.
A focus on tech, new
products, gadgets and
gear designed to make
our everyday lives a little
more connected, and
ultimately easier and
more enjoyable.
ADVERTISING
OPPORTUNITIES • Custom launch advertising packages
• Integrated sponsorship packages for new content pillars
• Fortnightly DRIVEN Services & Accessories Directory
Please note changes to Sat edition booking and material deadlines:
• Booking deadline becomes 10:00 am on Tuesday
• Material deadline becomes midday Wednesday (4pm extension possible)
TALK TO DRIVEN COMMERCIAL OR TO YOUR NZME ACCOUNT
MANAGER FOR MORE INFORMATION OR FOR A CUSTOM ADVERTISING
PACKAGE.
DRIVEN COMMERCIAL MANAGER: [email protected]
BE PART OF THE JOURNEY
THE SHAPE OF OUR AUDIENCE
DRIVEN PRINT
149,000 15+ READERSHIP
7% GROWTH AGAINST
PREVIOUS PERIOD*
82%
76% OF OUR AUDIENCE IS 40+
*Source: Nielsen CMI Q4 2018 – Q3 2019 Oct ’19 TV/Online fused
7% print audience growth
against previous period*
18% 39% HIGH HOUSEHOLD INCOME (39% 100K OR MORE)
61,000 READ BOTH WEEKLY EDITIONS
AUDIENCE
WEDNESDAY
DRIVEN
SATURDAY
DRIVEN
WED/SAT
UNDUPLICATED
105,000 15+ READERSHIP
3% GROWTH AGAINST
PREVIOUS PERIOD*
111,000 15+ READERSHIP
13% GROWTH AGAINST
PREVIOUS PERIOD*
THE SHAPE OF OUR AUDIENCE DRIVEN DIGITAL
5.7 MINUTES PER SESSION
468,800 AVERAGE WEEKLY PAGE IMPRESSIONS
127,000 MONTHLY UNIQUE AUDIENCE*
1,388,000 MONTHLY PAGE VIEWS*
160,600 AVERAGE WEEKLY UNIQUE BROWSERS
82%
40,000 CAR LISTINGS
31,000 FACEBOOK FOLLOWERS
SOURCE: *Nielsen Market Intelligence Domestic Traffic Dec 2019 YoY growth Dec 18 vs Dec 19
10% digital audience
growth YoY* 45,000 EDM
OVER 2,400 ENQUIRES ON LISTINGS MONTHLY
18% 7% TABLET
74% MOBILE
19% DESKTOP
