The Weekend Herald is the best read newspaper in the country and won Newspaper of the Year and Weekly Newspaper of the Year at the 2012 Canon Media Awards.
For nearly 150 years New Zealanders have been turning to us for knowledge on the issues that affect our country. We’ve celebrated the best and confronted the worst, building a legacy of trust and credibility with readers.
The New Zealand Herald is the country’s number one daily newspaper and connects with around half a million New Zealanders daily. Whether targeting a mass market or a specific segment, we help advertisers achieve their goal with our range of advertising environments.
The New Zealand Herald, the more you know the better.
The Weekend Herald includes:
The Weekend Herald provides a review of the week’s news and reports on current news. With a huge selection of sections, supplements and magazines, it is the ideal backdrop for advertisers to position their products within this weekend newspaper environment including:
How readers engage with the Weekend Herald
The Weekend Herald engages by ‘absorbing me’ and ‘entertaining me’.
“If I was looking for a specific product I’d think the Weekend Herald would be great. I’d sit there and go from page to page because it would be bound to have Bond and Bond all in one area.”
People have more free time for relaxing in the weekend and there is less of a sense of urgency or ‘breaking news’. They spend more time reading around the news and it is seen as more of an indulgence, treat or ritual.
What does this mean for advertisers?
Readers actively use newspaper advertising as a source of information. Advertising, as much as editorial, gives readers a sense of their world. Plus, it keeps them in touch with new brands, services and organisations. For some people daily newspapers are a destination point for advertising – they buy the newspaper for the advertising.
Newspapers are credible, they are seen as honest and authoritative, and the advertising benefits from these values. Readers treat the newspaper as a valued resource; they actively seek ads that are relevant to them. The use of sections, topics and styles of content mean the advertiser can target mind sets. The reader feels in control and there is no sense of manipulation because they can choose not to engage. Readers aren’t reading the newspaper once. They pick it up several times throughout the weekend, sometimes referring back to previous editions. The Weekend Herald has been designed specifically to meet the needs and mindset of the weekend reader.
Reader Profile
Weekend Herald presents an even gender profile, of discerning consumers who feel in control of their finances. They are very active, and enjoy spending time with their family.
|
% of readers |
TOP LINE DEMOGRAPHICS |
| Female |
51.79% |
| Male |
48.21% |
| Top 3 Socios |
62.37% |
| Top 3 Occupations |
27.06% |
|
% of readers |
HOUSEHOLD DEMOGRAPHICS |
| Lifestage One – Dependent Children |
3.76% |
| Lifestage Two – Independent Young Adults |
18.28% |
| Lifestage Three – Adults with Young Families |
18.64% |
| Lifestage Four – Adults with Older Children |
15.77% |
| Lifestage Five – Empty Nesters |
43.55% |
| Household Income $80,000+ |
51.79% |
| Household Income $120,000+ |
27.06% |
| Home Owners |
59.68% |
| Mortgage Free Home Owners |
32.44% |
|
INDEX |
% of readers |
LIFESTYLE |
| I try to dine out once a week |
139 |
14.87% |
| Work is more than just a job |
114 |
48.75% |
| I love reading and trying new recipes |
113 |
33.33% |
| I go to the gym at least twice a week |
115 |
12.37% |
| People take my opinion seriously |
109 |
46.24% |
| I research holidays online but usually book at a travel agents |
122 |
19.18% |
Source: Nielsen CMI Q4 2012 - Q3 2013 AP15+