Rugby News has achieved its highest readership numbers on record, according to the latest Nielsen readership results.
The monthly magazine now reaches 172,000 readers across New Zealand.

“We’re thrilled to see Rugby News connecting with so many passionate rugby fans across the country,” says Charlotte Smith-Smulders, Publisher of Allied Magazines.

“Rugby News offers something very different from the quick match reports and highlights that you find online. We dive into the stories and players behind the game, from grassroots club and schools rugby to provincial, women’s, sevens and elite 15s competition.”

Since 1970, Rugby News has established itself as the definitive voice of New Zealand rugby, earning its reputation through its unmatched expertise. The magazine’s stable of contributors includes many of the nation’s top rugby writers, whose wealth of experience at international level provides readers with insights and analysis they cannot find elsewhere.  

Smith-Smulders believes the magazine’s success stems from its detailed analysis, compelling storytelling and high-quality imagery.

“Our readers want in-depth coverage. They want to understand the tactics, the personalities. And that’s what our contributors deliver month after month. It’s also why magazines like Rugby News have a unique connection with readers that no other medium can match,” Smith-Smulders says. “They allow people to immerse themselves in the topics they are passionate about, whether that’s rugby, classic cars or their home and garden.”

This engagement is an advantage for advertisers, who benefit from reaching audiences that are invested in the content around their messaging. Magazine advertising generates high recall rates and carries the trust associated with the publication itself.
“When someone picks up Rugby News, they’re dedicating time to something they care about,” Smith-Smulders says. “That creates an ideal environment for brands to connect with our readers in a meaningful way.”

Those thoughts are echoed by Rugby News editor Campbell Burnes.

“These latest figures show that we are on the right track with what we are doing with the magazine and is testament to the hard work and dedication of the team to deliver unique and unparalleled content every issue, especially when other publishers are cutting back. We are still ensuring we give our readers quality long-form journalism and rugby writing to be proud of. We would also like to thank our advertisers for their ongoing support in this tough climate,” says Burnes.

Source: Nielsen CMI Q3 2024 – Q2 2025