Weekend is a celebration of our readers’ two days off, and a guide to making them even more fun! Weekend includes a Life section and our popular TimeOut – making it the perfect handbook of ideas, things to do and places to go. The content is designed to connect strongly with our readers, and act as inspiration for making the most of the weekend.
Catherine Smith, Editor – Weekend
Weekend is a lift out magazine designed to meet the needs of Weekend Herald readers. An indispensable guide to weekend life, the content is bright, breezy and uplifting. Weekend’s feature stories are wide ranging, covering all kinds of activities that Aucklanders like to indulge in at the weekend, and presents our advertisers with a range of highly targeted environments including Busy Kids, Destinations, Neighbourhood, and Arts.
Weekend also features TimeOut your weekend guide to what to watch, read, play and do along with seven day television listings.
What our readers have to say about Weekend*
“Great way to find out what’s next”
“Felt great, what I want to be reading”
“Drew me in and easy to read”
“Made me feel happy”
“Casual and weekend – it’s colourful and fresh”
*Gravitas, 2010
What does this mean for advertisers?
Weekend readers are much more likely to be working in the top occupation groups with busy weekday lives. They are reading Weekend with a relaxed weekend mind set and view it as a guide to make the most of their weekend. Weekend readers are actively looking for inspiration – a powerful environment for advertisers to appear in.
Reader Profile
A significant number of Weekend readers are home owners in family life stages. They enjoy making the most of their weekend whether it is trying a new recipe or looking at ways to improve their home, planning a day trip or a night out. Weekend offers them the utility to make the most of their days off.
|
% of readers |
TOP LINE DEMOGRAPHICS |
| Female |
56.04% |
| Male |
43.72% |
| Top 3 Socios |
62.32% |
| Top 3 Occupations |
24.40% |
|
% of readers |
HOUSEHOLD DEMOGRAPHICS |
| Lifestage One – Dependent Children |
2.66% |
| Lifestage Two – Independent Young Adults |
14.73% |
| Lifestage Three – Adults with Young Families |
17.87% |
| Lifestage Four – Adults with Older Children |
17.15% |
| Lifestage Five – Empty Nesters |
47.34% |
| Household Income $80,000+ |
51.45% |
| Household Income $120,000+ |
27.05% |
| Home Owners |
63.04% |
| Mortgage Free Home Owners |
34.78% |
|
INDEX |
% of readers |
LIFESTYLE |
| I try to dine out once a week |
131 |
14.01% |
| I love reading and trying recipes |
121 |
35.75% |
| Finer things in life are important to me |
110 |
25.85% |
| I am a top up shopper and buy something most days |
120 |
19.81% |
| I usually plan and book my holidays online |
114 |
37.44% |
| I like to use products that reduce the signs of aging |
113 |
23.67% |
Source: Nielsen CMI Q4 2012 - Q3 2013 AP15+