The New Zealand Herald

For 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 almost 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 weekday New Zealand Herald includes:

The Monday-to-Friday newspaper has at least three sections every day – a Main Section of News, World, Opinion and Entertainment, a stapled Business and Sport Daily Liftout and a daily lifestyle or special interest magazine, including:


How readers engage with daily newspapers

Daily Newspapers engage primarily by ‘educating me’, they also engage by ‘absorbing me’ and ‘altering my thoughts and feelings’.

“I love the smell of newsprint and it’s the whole sitting there with a cup of tea, have a bite of toast, and keep reading.”


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 a day, sometimes referring back to previous editions. Newspapers are accessible to most advertisers; they have a low cost to entry.

Reader Profile

The New Zealand Herald presents an audience profile with even gender split. Readers tend to be well established, enjoying the strong earning capacity in empty nester households..

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Female 49.35%
Male 50.65%
Top 3 Socios 59.31%
Top 3 Occupations 22.94%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 3.25%
Lifestage Two – Independent Young Adults 18.40%
Lifestage Three – Adults with Young Families 16.45%
Lifestage Four – Adults with Older Children 17.53%
Lifestage Five – Empty Nesters 44.37%
Household Income $80,000+ 51.73%
Home Owners 59.52%
Mortgage Free Home Owners 32.03%

 

INDEX

% of readers

LIFESTYLE

Wine is an important part of my weekly supermarket shop 138 19.48%
New Zealand is heading in the right direction 119 35.93%
It only feels like a holiday if I leave New Zealand 116 13.64%
I spend lots of money on the finest foods 115 6.93%
A low fat diet is a way of life 114 26.19%
I am in financially comfortable circumstances 111 37.45%
Source: Nielsen CMI Q1 - Q4 2013 AP15+

READERSHIP

462,000

FREQUENCY

Monday to Friday

SIZE

Compact