Shepherdess
Shepherdess is a New Zealand-based social enterprise publishing a quarterly print magazine, online journal, TV series on Sky Go and NEON, and The Muster live events, serving rural women and provincial communities across Aotearoa through subscriptions, advertising, and event revenue.
- Company typePrivate
- Founded2019
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Shepherdess does
Shepherdess is a New Zealand-based media company, legally operated through Muster Vibrant Rural Communities Limited as a social enterprise, that publishes a seasonal quarterly print magazine (now in its Twenty-Sixth Edition, Takurua Winter 2026) documenting the lives of rural women and provincial communities across Aotearoa. Its core product portfolio comprises the print Shepherdess Magazine (available via annual subscriptions, two-year subscriptions, individual editions at NZD $14.95, and a Latest Four Editions Bundle at NZD $50), the Shepherdess TV Series distributed on Sky Go and NEON streaming platforms, The Muster (an owned experiential event platform for rural women hosted at shepherdessmuster.co.nz), and an online journal publishing recipes, community features, weddings, and Her Words content. The company serves two primary customer segments: individual women in rural and provincial Aotearoa consuming the magazine and digital content, and brand partners (with Greer Paterson leading advertising sales) seeking authentic reach into a rural women demographic.
The underlying technology stack is a conventional publishing and content management platform used for magazine production and digital content distribution via the shepherdess.co.nz website, with no disclosed proprietary technology, integrations, or APIs. Distribution combines postal subscription delivery, physical stockists (supermarkets and bookstores across New Zealand), streaming on Sky Go and NEON, and live events through The Muster. Marketing channels span Instagram (@shepherdess.nz), Facebook, LinkedIn, the 'Join the Flock' email newsletter, and the website's journal/blog section.
The business model blends subscription recurring revenue, one-time edition sales, advertising, event revenue, and TV licensing royalties. Operations are run by a remote team of 1-10 employees across Aotearoa, with named leadership including Publisher & Editor in Chief Kristy McGregor, Marketing & Communications Manager Karen Clarkson, Subscriptions Manager Christina Halverson, and advertising lead Greer Paterson. The company reports an engaged audience of 38,000 and 3.2 million digital views with 332,000 reach in Q4 2025. Geographic scope is deliberately restricted to New Zealand, with subscriptions limited to NZ-based addresses, and the company is compliant with the New Zealand Privacy Act 2020. No venture capital, private equity, or institutional investment has been disclosed.
Shepherdess firmographics
Firmographics- Name
- Shepherdess
- Legal name
- Muster Vibrant Rural Communities Limited
- Website
- https://shepherdess.co.nz
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Shepherdess is a New Zealand-based social enterprise publishing a quarterly print magazine, online journal, TV series on Sky Go and NEON, and The Muster live events, serving rural women and provincial communities across Aotearoa through subscriptions, advertising, and event revenue.
- Ownership category
- akta.pro rank
Shepherdess industry classification
Industry- Product category
- Regional Lifestyle Magazine
- NAICS
- Periodical Publishers (513120)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Consumer Lifestyle & Fashion Magazines (MPAJAEAA)
- akta.pro secondary industry
- Travel & Outdoors Magazines (MPAJAEAH)
Keywords
Shepherdess business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Magazine Subscriptions: Recurring subscription revenue from seasonal magazine deliveries (4 editions per year) via postal service to subscribers across Aotearoa
- Individual Magazine Sales: One-time purchase of individual magazine editions through the online shop
- Advertising: Integrated print and digital advertising campaigns for brands seeking to reach women in provincial Aotearoa
- Events: The Muster event generates revenue through ticket sales and experiences for rural women
- TV Series Distribution: Shepherdess TV Series available on Sky Go and NEON platforms
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual Magazine Edition |
| One time/ perpetual license | Pay-as-you-go | Four Edition Bundle |
| Subscription | Annual | Annual Subscription (One-Year) |
| Subscription | Multi-year contract | Two-Year Subscription |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Shepherdess product offering
Product offeringCore offering
Shepherdess publishes a seasonal print magazine (currently in its twenty-sixth edition) that documents extraordinary stories from rural communities across provincial Aotearoa, New Zealand, with a particular focus on rural women's lives. The magazine is complemented by the Shepherdess TV Series distributed on Sky Go and NEON, The Muster annual live event for rural women, and an online journal featuring articles, recipes, weddings, Matariki content, and community stories. Subscriptions and individual editions are sold through the company's own e-commerce storefront, with physical copies also available at retail stockists across New Zealand.
Product overview
Shepherdess is a New Zealand-based media company operating a portfolio of products centered on rural storytelling and community building. The core offering is a seasonally published print magazine (Shepherdess Magazine), now in its Twenty-Sixth Edition, complemented by the Shepherdess TV Series available on Sky Go and NEON. The company also organizes The Muster, an in-person event for rural women, and operates a digital journal platform. Subscriptions provide recurring delivery of magazine editions, while a Latest Four Editions Bundle offers a one-time purchase option. The product ecosystem serves rural communities across Aotearoa through print, digital, broadcast, and event channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Shepherdess Magazine A seasonally published print magazine (currently in its twenty-sixth edition) documenting extraordinary stories from rural communities across provincial Aotearoa, New Zealand. Covers recipes, weddings, fashion, Matariki, provincial life, and profiles of rural women. Available by individual purchase or subscription, with physical copies stocked at supermarkets and bookstores across New Zealand.
- Shepherdess TV Series A television series companion to the Shepherdess magazine, featuring stories from rural Aotearoa. Available on Sky Go and NEON streaming platforms in New Zealand.
- The Muster An annual in-person event designed for rural women in Aotearoa, organised by Shepherdess, featuring live gatherings, experiences, and brand partnerships that extend the Shepherdess brand into experiential community engagement.
- Shepherdess Journal A digital content platform on shepherdess.co.nz featuring articles, recipes, wedding stories, Matariki content, provincial life features, and community submissions, organised into editorial categories.
Companies that use Shepherdess
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Shepherdess technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Shepherdess partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core, supporting and minor.
- The MustercoreShepherdess operates The Muster (shepherdessmuster.co.nz) as a separate brand/platform for events and community building for rural women in Aotearoa. This is an owned initiative that extends the Shepherdess brand into experiential events.
- Sky Go and NEONsupportingShepherdess TV Series distributed through streaming platforms Sky Go and NEON, extending reach beyond print to television audiences in New Zealand.
- ASB BankminorASB Bank supported production of specific stories in the magazine as noted in social media posts.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Shepherdess competitors and assessment
Company assessmentDirect peers
- Kinfolk: International independent lifestyle magazine emphasizing slow living, community, and storytelling. Comparable as a premium, design-driven lifestyle publication with subscription, advertising, and event extensions.
- Cereal Magazine: Independent UK-based lifestyle magazine focused on minimalist design, travel, food, and culture. Comparable as a high-design independent print magazine with a niche but engaged audience and premium pricing.
- Frankie Magazine: Australian independent bi-annual print magazine targeting young women with a mix of lifestyle, fashion, recipes, and cultural storytelling. Closely comparable as a boutique, design-led women's lifestyle magazine with subscription and advertising revenue.
- Country Style: Australian monthly magazine covering rural life, country homes, gardens, and rural communities. Comparable in its focus on rural and provincial lifestyle audiences and seasonal storytelling format.
- Peppermint Magazine: Australian independent quarterly magazine focused on eco-conscious, sustainable women's lifestyle and community stories. Comparable as a women-led independent print magazine with subscription, advertising, and events.
Regional players
- The Spinoff: New Zealand independent digital media company covering culture, politics, and lifestyle. Comparable as a NZ independent media voice with community-driven content, though it operates primarily digital rather than print.
- Habitat by Resene: New Zealand lifestyle and design publication associated with the Resene paint brand, covering homes, gardens, and rural living. Comparable as a NZ-based lifestyle title with overlapping rural/provincial audience.
- NZ Life & Leisure: New Zealand lifestyle magazine covering food, wine, travel, and provincial life. Comparable as a domestic NZ lifestyle magazine targeting similar provincial and rural-adjacent readers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Shepherdess social profiles
Digital presenceShepherdess compliance and trust
Trust signalCompliance1 record
Shepherdess financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shepherdess leadership team
Management profileNumber of profiles
Profiles4 records
Shepherdess funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shepherdess M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shepherdess
What does Shepherdess do?
Shepherdess publishes a seasonal print magazine (currently in its twenty-sixth edition) that documents extraordinary stories from rural communities across provincial Aotearoa, New Zealand, with a particular focus on rural women's lives. The magazine is complemented by the Shepherdess TV Series distributed on Sky Go and NEON, The Muster annual live event for rural women, and an online journal featuring articles, recipes, weddings, Matariki content, and community stories. Subscriptions and individual editions are sold through the company's own e-commerce storefront, with physical copies also available at retail stockists across New Zealand.
Is Shepherdess a public or private company?
Shepherdess is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shepherdess founded?
Shepherdess was founded in 2019. It employs 1 to 10 people.
How does Shepherdess make money?
Five revenue lines are on record. Magazine Subscriptions are the primary driver. The others are individual Magazine Sales, advertising, events and TV Series Distribution.
Who are Shepherdess's main competitors?
Direct peers on record are Kinfolk, Cereal Magazine, Frankie Magazine, Country Style and Peppermint Magazine. Regional players are The Spinoff, Habitat by Resene and NZ Life & Leisure.
Does Shepherdess have an API?
No public API is recorded for Shepherdess.
What industry is Shepherdess in?
Shepherdess's product category is Regional Lifestyle Magazine. Its primary akta.pro industry code is MPAJAEAA, Consumer Lifestyle & Fashion Magazines, with a secondary code of MPAJAEAH, Travel & Outdoors Magazines. Its NAICS code is 513120 and its SIC code is 2721.