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AA Directions

 

Summary

Summary: The official magazines produced by the New Zealand Automobile Association Inc. This like its stable mate 'AA Focus' both come out four times headed by the NZ Seasons of Autumn, Winter, Spring and Summer. The AA has produced magazines (mainly for members) since 1958 and has changed format more often then Winston has changed ties. It started as New Zealand Motor World on A3 type newspaper with very few photographs (copies are available and held in the National Library of New Zealand. In the mid sixties the format changed to A4 size. A Holden Station Wagon test in 1964 appears to be first car test. However identifying readership tastes are difficult with wide range of ages and lifestyles of its members (At last count its membership had exceeded 587,000 members) Consequently the AA appears to have broken its target market into two: lifestyle and travel, and cars. While here AA Directions focuses on lifestyle, travel and road issues while AA Auto Focus has an emphasis on new cars, second-hand features and car related technical matters. Both magazines do a reasonable job in this area.

www.nzaa.co.nz

Country

New Zealand

Details

The official magazines produced by the New Zealand Automobile Association Inc. This like its stable mate 'AA Focus' come out four times headed by the NZ Seasons of Autumn, Winter, Spring and Summer.
 
The AA has produced magazines (mainly for members) since 1958 and has changed format more often then Winston has changed ties:)
 
It started as New Zealand Motor World on A3 type newspaper with very few photographs (copies are available and held in the National Library of New Zealand. In the mid sixties the format changed to A4 size.
 
A Holden Station Wagon test in 1964 appears to be first car test.
 
However identifying readership tastes are difficult with wide range of ages and lifestyles of its members  .  (At last count membership had exceeded 587,000 members.)
 
Consequently the AA appears to have broken its target market into two: lifestyle and travel, and cars.
 
Here AA Directions focuses on lifestyle, travel and road issues while the  AA Auto Focus has an emphasis on new cars, second-hand features and car related technical matters.
 
Both magazines do a reasonable job in this area.
 
November Addition - New
 
Lately I have not been reviewing them in protest! - More and more its getting to be a Travel Magazine full of advertorial  - Why don't you guys call it AA Travel or AA -North & South and be done with it  it has hardly any car related topics and if there is any report its go see AA Torque!
 
Clearly  they don't know what they doing?  but wasting money ..our money in paying for free lance travel writers
 
I Read with interest December 2007 Consumer magazine AA Service is not lot to be desired - The state of the AA is not great at the moment ... time to do some re-evaluation of where you at and  some of your managers need to go....
 
Issued: quarterly on seasonal titles above.
Availability:  via AA membership and some retailers (often AA Centres) at $5.00 a copy

Libraries in NZ: All main Central Public Libraries have copies and some branch libraries

Long Term Archives are found in the National Library of NZ (Wellington) 1958-1969, 1971-present.
The National Library (Palmerston North in  Tremaine Avenue) helps fill the gaps for 1969-1971 and holds the biggest collection of car & motorcycle manuals in New Zealand Additionally,  staff are very helpful in dealing with enquires.

The AA technical dept also has extensive archives and can be contacted on 0900 58 324.  Their technical division has reported on cars prior to 1958 (although these were not available new to the public).
Indexed by me: from 1958 to 2002 (almost complete). This includes AA NZ Motor World, AA Motor World, AA Motoring Today, AA Auto Age, AA Directions etc.
TradeMe: commonly 1990s issues.
Second-hand stores often have the latest and these are very easy to find!
Magazine website: www.nzaa.co.nz
Back Issues: www.nzaa.co.nz  or 0800 500 444
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