Overview

• Occupying a unique position in the magazine marketplace for the last 10 years, Tone combines authoritative coverage of technological developments in New Zealand and from around the world with reviews of the latest consumer products available in New Zealand.
• Tone has earned its reputation as the NZ technology authority through comprehensive coverage of all high-tech bases.
• With its cutting-edge design, top-quality imagery and insightful editorial, Tone is essential for readers who want to stay on the bleeding edge and maximize the fun and freedom promised by today’s tech-fuelled lifestyle.
• Tone is supported by its own multimedia, content-rich website. The audience regards the website as an informative buying guide when making high-end purchases of technology products.

Vital Statistics

• Tone magazine is New Zealand’s premier hi-fi, home theatre and new technology magazine for switched-on consumers.
• Voted New Zealand’s No.1 technology source.
• Tone is a monthly, glossy, perfect bound magazine with an audited national circulation of 5,019
  (30/06/08).
• Distributed New Zealand wide by Netlink wherever good magazines are sold and at many specialist outlets.

In the next 12 months

• 39% of Tone readers plan to purchase of an LCD or plasma TV
• 19% plan to purchase a laptop or home computer
• 12% plan to purchase a new digital camera
• Small technology products Tone readers are planning to buy in the next 12 months:
• 58% of Tone readers will replace their mobile telephone
• 11% intend to purchase an MP3 player
• 25% intend to purchase a storage device

Reader Profile

• Tone has a broad readership, with the bulk aged between 25 and 60 years.
• Readers are predominantly financially stable, male business professionals. 48% of Tone readers earn over $90,000 per Annum
• Tone readers are avid magazine readers with a strong interest in new technology and innovative products.
• Tone’s informative content and in-depth reviews ensure the reader is making an informed decision when purchasing new equipment. The well-known brands featured and advertised appeal to the quality conscious reader that Tone attracts.
• Latest survey information clearly demonstrated that readers use Tone Magazine as an informative buying-guide when making purchases of technology products.
• 59% of readers indicated that Tone magazine always influences their purchase decisions, with 30% saying it did sometimes.

From the editor’s desk

There’s nothing more useful, or sexier, than a gadget - or a magazine about gadgets, and Tone has become the one-stop, indispensable guide to everyone’s personal tech-buying and exploring journey. This bi-monthly tech bible is the essential item with both its array of gadgets and its useful 'how to' guides. And now the good work of the print version is perfectly supplemented by the spectacularly popular www.tone.co.nz with its daily news items and fabulous archive. I’m proud of Tone, because we’ve been true to our word in taking a highly technical subject matter and making it easy to read and digest. And as technology continues to mutate and innovate, Tone will be here to make sense of it all.

Gary Steel
Editor

Tone online

The Internet has become an absolutely essential component of any advertising campaign. In this era of converging media, Parkside’s magazine titles are all complemented by their own individual websites. Interactive, engaging and content-rich, these multimedia sites are targeted at automotive and technology markets. Our sites are our users’ sites bulging with our content and theirs, feeding their passion, enriching their understanding and allowing them to contribute to an environment that is real, interactive and relevant.
‘Kiwis spend almost 20% of their media consumption time online’
Interactive Advertising Bureau - Auckland, Tuesday, Feb 26, 2008