Fish & Game magazine reaches record readership as new issue hits letterboxes

The game bird issue of Fish & Game NZ magazine is hitting letterboxes this week, and new data shows more New Zealanders are reading it than ever before. 

An independent readership survey by Roy Morgan ranked Fish & Game NZ third among New Zealand’s most widely read magazines, with a print readership of 130,000 in the year to December 2025, an increase of 24,000 readers, or 22.6 per cent, on the previous year. That is the largest increase of any widely read magazine in the country. 

Across print and digital platforms combined, the magazine’s total cross-platform audience grew to 208,000, up 21.6 per cent on a year ago. There are two issues of the magazine each year, publishing prior to the game bird and fishing seasons. 

Fish & Game New Zealand Chief Operating Officer Richie Cosgrove said the result reflected the passion of the angling and game bird hunting community. 

“This is a fantastic result and we’re incredibly proud of it,” Cosgrove said.

“To record the biggest readership jump of any major magazine in New Zealand is testament to the quality of the content our team produces and, more importantly, to the enthusiasm of our licence holders for angling and game bird hunting. 

“With the game bird season approaching and Mark-up Day just around the corner, this is a perfect time to get the latest issue in your hands. There’s a lot to look forward to this season.” 

Licence holders who receive the print edition should expect their copy this week if they haven’t already received it. The magazine is also available online at fishandgame.org.nz. 

The new issue comes as Fish & Game prepares for the 2026 game bird season. Mark-up Day falls on Sunday, 29 March this year, earlier than usual due to Easter, and 2026 licences are now on sale at fishandgame.org.nz and through licensed agents nationwide. 

Read the 2026 Game Bird issue here.

About the Roy Morgan readership survey 

Figures are drawn from the Roy Morgan New Zealand Single Source survey of 6,364 New Zealanders aged 14 and over, conducted over the 12 months to December 2025. Print readership reflects average issue readership. Cross-platform audience figures capture readers who accessed magazine content via print, website, or app, with digital measured as average website and app usage over the preceding four weeks for non-weekly titles.