Coromandel Summertimes Magazine 2015-16

Escape to New Zealand's iconic summer holiday destination through the pages of the official Coromandel Summertimes Magazine. Follow our food trail, try glamping, meet some of our talented artists, explore the outdoors in a 4WD, check out cool summer events and more!

Look for the animated "Read Now" button on this page to read the magazine online.

Printed copies will be available to ratepayers at our area offices and district libraries, free of charge.

Why a glossy magazine?

We used to produce a number of smaller quarterly magazines and inserts that were mailed with the rates bills, but we stopped doing most of those and used the money to do something with more impact and that would last longer - and our summer magazine was born!

The purpose of this magazine is to entice our absentee ratepayers to come to the Coromandel for longer and more often. Research, along with information from our ratepayer database, tells us that up to 60% of our ratepayers don't live here permanently. We need to connect with them and find an effective way to provide information and encourage them to come to the Coromandel frequently and for longer periods - which is the key objective of the Summertimes Magazine.

The cost

As always the magazine was produced in-house by our Communications Team, with a local writer contributing a couple of stories. We also used two local graphic designers (one from the Thames Coast and one from Whangamata to reflect both sides of the District) for the magazine design. The $45k cost of the magazine was for graphic design, print, postage and distribution. The print was put out to tender (5 companies both local and outside the District tendered for the job). 

We also received advertising of $8200. (In the mag intro it says $7000 but we were lucky to secure another advertiser last-minute).  Our Communications team went out and targeted regional, central government organisations as well as corporate companies from outside the District. We were mindful that there are businesses on the Coromandel who produce niche (not a District-wide) summer guides and we didn't want to take local advertising investment away from them.

Advertisers were: MPI, WRC, Bachcare, Bookabach, SunAir, Vodafone, and NZMCA. 

A breakdown in total costs puts the magazine at roughly $3 per absentee ratepayer.

Is it worth it? Absolutely! Just to give you an example - if we were to do any messaging/advertising (to encourage people to come to the Coromandel) in a publication such as the NZ Herald we'd be looking at just $8,000 for a quarter page ad. Summertimes will be around and relevant from November through to Easter next year so we are getting more value for money and targeting our specific audiences. Also, $3 per non-resident ratepayer is a pretty cost-effective way to say thank you to those who have invested in the Coromandel.

We hope you enjoy reading the magazine and that it may provide you with more reasons to come and stay for longer.