New Zealand Geographic remains unique in the landscape of New Zealand magazines and demonstrates category-leading performance and a substantial audience across both print and digital channels while remaining true to its founding ideals. A content matrix of wildlife, history, science, location and exploration subjects are covered within each issue. Readers are typically affluent and educated, but are better characterised by psychographics, as the readership stretches from a large audience of school leavers to the elderly. They are intelligent, proud, active, sociable New Zealanders, interested in the extraordinary natural and cultural aspects of New Zealand. They like to learn and to think for themselves, and they appreciate balanced editorial that enables them to come to their own conclusions. They value quality, diversity and substance.