Times resurrection and NBA success emphasise the enduring value of print.
Recently, community and business demand drove the printed return of East Auckland newspaper, the Times. This reflects the ongoing and deep value widely-held for printed publications.
Founder Reay Neben closed the 53-year-old newspaper in April to enter retirement. Soon after, businesswoman Bo Burns stepped forward to acquire Times Media’s assets and relaunch the publication in an initially online format.
She says, “I always intended to have something in print. While I had planned it for 2025, huge community and business support enabled me to bring that decision forward.”
Beacon Print produces the Times printed publication. Its twice-monthly frequency in mid-August saw “all bins emptied within two days”.
Bo says, “We have already increased our circulation by a few thousand after our first run and it will continue to increase with demand. Our current print distribution is 10,000. We have an expected readership of print of 30,000 as we are in strategic locations. The digital paper has a readership of 10,000.”
While she says the publication’s printed version readers include people biding time when sitting at doctors, cafes, takeaways, hairdressers, bus stops and on boats, she points out how device fatigue contributes to its popularity as well. She says, “People get sick of staring at their phones. They want a tangible product to hold. Also, if you have the right balance of news, lifestyle, events and competitions, the lifecycle is far greater.”
Times Media must now navigate its way through several recent challenges including a changing media landscape; the pandemic; difficult economic conditions; rising living costs; and forced recessions. Bo says, “I came in with a strong advertising and marketing background and had the intention to revitalise the hero, which was the online Times.co.nz. I wanted to engage with our community, who love and support the brand.
“Initially the digital platform was all I had to work with, whilst in the early stages of reconfiguring the business and merging it into my other business systems. Once I could come up for air, I heard the community loud and clear: it wanted the print version back.”
She describes the company’s readership statistics as on a huge upward trajectory. She says, “The digital paper is around 10,000 reads already, so this combined with our printed editions is a fabulous integrated reach and approach to all demographics. We also have increased our socials to an impressive five channels.
“We must be doing something right.”
Employing eight people, the business anticipates further growth as it continues to reach residents across in Pakuranga, Highland Park, The Peninsula, Howick, Botany, Meadowlands, Cockle Bay, Golflands, Flatbush, Ormiston, Dannemora, and Highbrook.
Bo says, “Times Media services a huge audience of 160,000 East Auckland residents. We are the most culturally diverse area in Auckland. As for the future, we have very big plans. Watch this space.”
Times print return lauded
In a recent Times opinion piece, past PrintNZ Board member Charles Miller strongly praised the strategic decision to reinstate the printed version of the publication.
He wrote, “This move highlights the paper’s commitment to engaging with its community, particularly those who find online access challenging, and is a great credit to Bo Burns and the dedicated team who’ve worked so hard to make this a reality.
“In a world increasingly dominated by digital content, there’s an important segment of the population that prefers the tactile experience that only a physical newspaper can provide.
“For people not raised in an online world or those in rural areas with limited Internet connectivity, the return of the printed paper is more than just a convenience. It’s an essential service that ensures they remain informed and connected to their networks.”
“The printed publication provides an additional channel for advertisers to showcase their products and services, in a format to which new readers will be drawn and which often etches greater recall.
“In settings like motel rooms, cafes and waiting areas, print materials are shared among multiple readers, amplifying each copy’s impact as it reaches several individuals who spend time engaging with the content.
“This shared, extended interaction increases the effectiveness of print, leading to a wider audience and a more in-depth experience, where articles and advertisements are more thoroughly absorbed and retained.”
