Tony Edwards is a magazine distribution executive with more than 20 years’ experience leading businesses across New Zealand and Australia through periods of significant industry transformation.

As General Manager of Are Direct New Zealand, he works with publishers, retailers and industry partners to strengthen the role of magazines within modern retail. A passionate advocate for a sustainable and thriving magazine category, Tony has championed the use of shopper insights, transactional data and operational innovation to demonstrate the value magazines deliver to both retailers and consumers.

Known for challenging traditional measures of category performance, Tony focuses on uncovering the broader commercial impact of magazines, including their ability to attract high-value customers, influence purchasing behaviour and drive retail productivity.