The Business

Published every Friday, The Business covers the latest daily business news and also includes popular weekly features and columnists.

This standalone liftout is targeted at an intelligent, business-savvy audience and offers advertisers the opportunity to reach influential decision makers.    

How readers engage with The Business

Qualitative research has found that the Herald Business sections are perceived as having expertise, wisdom and intelligence. The advertising in Herald business sections is seen to be appropriate, well placed and aids the experience.

“It gives me a good overview of what’s going on. It has some quite good in-depth articles on what a particular company or a particular industry is doing.”

Business sections of the Herald engage readers strongly by ‘educating me’, it also ‘alters my thoughts and feelings’ and ‘absorbs me’.

 

What does this mean for advertisers?

The Business reaches those within business who make purchasing decisions. The Business allows the advertiser the opportunity to influence key people within these organisations who have the responsibility for buying products and services for their company. Readers typically have a very high income and are likely to have disposable income to spend on “luxury” goods and services.

Reader Profile

The Business has a slight male skew and is read predominantly by people over the age of 40. These readers are considerably more likely than average to be working at the pinnacle of their career – either in a professional environment, at the top of the corporate ladder or with their own business. These people are well informed, trusted opinion leaders. The Business delivers not only a quality audience; it also succeeds in presenting quantity, with eight  times as many readers as the National Business Review each week

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Male 58.02%
Female 41.98%
Top 3 Socios 62.97%
Top 3 Occupations 27.99%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 1.17%
Lifestage Two – Independent Young Adults 16.62%
Lifestage Three – Adults with Young Families 15.45%
Lifestage Four – Adults with Older Children 20.12%
Lifestage Five – Empty Nesters 46.94%
Household Income $80,000+ 52.19%
Home Owners 63.85%
Mortgage Free Home Owners 34.40%

 

INDEX

% of readers

LIFESTYLE

I often respond to work emails at home and at weekends 131 23.93%
Been to a pub or bar for a drink in the last 7 days 121 17.98%
Worked late in the last 7 days 116 23.89%
Healthy diet and exercise is essential 114 62.12%
Easy to deal with money matters 114 47.75%
Source: Nielsen CMI Q1 - Q4 2013 AP15+

READERSHIP

343,000

FREQUENCY

Weekly, Friday

SIZE

Compact