NZ’s largest circulation magazine ...
AA Directions re-launched and moved from fifth to most-read magazine in NZ. The NBR called this ‘one of the most remarkable transformations in NZ media history’.
In 2000 John Cranna re-launched AA Directions, NZ’s largest circulation magazine, which at the time had the fifth highest readership in NZ.
As Managing Editor, he recruited a new team for the magazine, including a new advertising manager, deputy editor, editorial assistant and motoring editor, and transformed both the editorial policy of the magazine, and the look and feel of AA Directions.
The design team were briefed to provide innovative designs that pushed the boundaries of magazine layout, and the editorial team were tasked with employing NZ’s top photographers and writers. The mission of the magazine was to celebrate all that was authentic in popular Kiwi culture, arts and sports, and to appeal to women and younger readers, as well as its previous older male readership.
Contributing writers included Commonwealth Writers Prize winner Lloyd Jones, Paul Smith, Liz Light, Graham Reid. Photographers included Andras Apse, Jane Ussher and John McDermot.
Within three years, the magazine had moved from fifth most read magazine in the country to most read, and advertising revenues had nearly doubled from $0.7 million net per annum to $1.3 million net per annum.
Deborah Hill-Cone, the New Editor of the National Business Review called it ‘one of the most remarkable transformations in New Zealand media history.’
By 2006, AA Directions had become established as one of NZ’s most popular, innovative and homegrown magazines, with a reputation for publishing quality journalism and ravishing photography.