that's life!

that's life! is about real people and for real people. It is supportive and entertaining and every week it's packed with amazing true stories and puzzles offering the chance to share in up to $80,000 worth of prizes.

The best thing about that's life! is the way it connects with the readers. They are the most loyal and responsive bunch of readers. This makes it easy to give them what they want.

They are also incredibly generous with their stories, often sharing very personal experiences in the magazine. They see that's life! as a friend. They can shed a tear with it and laugh with it. It makes them feel good about themselves and their lives.

Eva Lewicki, Editor

About that's life!

that’s Life! is New Zealand’s No.1 real-life read.

It’s an addictive mix of real-life stories, puzzles and prizes – over $65,000 worth every week.

Not all New Zealand women are captivated by the lives and loves of celebrities. Some prefer to read about ordinary people who lead extraordinary lives. And there is nothing else on the New Zealand media landscape that so clearly connects with its audience as much as that’s life!

That’s because its loyal readers also provide the content and generously share their personal experiences; the rewarding, the challenging and the heartbreaking. Connecting with its readers drives every section of that’s life!, in every sense it is their magazine.

that's life! readers are real kiwis, sharing real stories about their real lives... and you can’t get more connected than that.

Reader Profile

That’s Life owns the ‘Real Life’ category, with 106,000 more readers than it’s only rival.

These readers are from families with young children, and there is a strong tendency to ‘stay at home’ parents.

More than half of That’s Life readers are the main household shopper – they have the sole responsibility for what goes into the shopping trolley each week for their families.

With lower household incomes, these readers are budgeting carefully and shopping around for specials & bargains. Despite this, households with That’s Life readers are spending only slightly less each week, on average, on their groceries compared to the general population 10+.






% of readers


Female 78.84%
Male 21.16%
Top 3 Socios 30.71%
Top 3 Occupations 5.39%


% of readers


Lifestage One – Dependent Children 8.71%
Lifestage Two – Independent Young Adults 21.16%
Lifestage Three – Adults with Young Families 22.41%
Lifestage Four – Adults with Older Children 13.28%
Lifestage Five – Empty Nesters 32.78%
Household Income $80,000+ 27.39%
Home Owners 37.34%
Mortgage Free Home Owners 15.35%



% of readers


Going shopping is a favourite pastime 145 23.31%
I stick to the cosmetic and beauty products I know well 137 50.73%
Helped children with school work in the last week 133 25.86%
I need to do more formal study to advance my career 133 29.96%
Enjoy shoppng for clothes and personal items 131 42.52%
Like to enter competitions 129 39.29%

Source: Nielsen CMI Q1 - Q4 2013 AP10+, ABC 12 Months to 31st December 2013








63 minutes