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.
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 to have 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 seven times as many readers as the National Business Review each week
% of readers
TOP LINE DEMOGRAPHICS
|Top 3 Socios||62.96%|
|Top 3 Occupations||32.19%|
% of readers
|Lifestage One – Dependent Children||1.14%|
|Lifestage Two – Independent Young Adults||16.81%|
|Lifestage Three – Adults with Young Families||15.38%|
|Lifestage Four – Adults with Older Children||19.09%|
|Lifestage Five – Empty Nesters||47.58%|
|Household Income $80,000+||53.85%|
|Household Income $120,000+||28.77%|
|Mortgage Free Home Owners||32.48%|
% of readers
|I often respond to work emails at home and at weekends||136||25.64%|
|I find it easy to deal with money matters||120||50.71%|
|Work is more than just a job||119||51.00%|
|The finer things in life are important to me||117||27.35%|
|People take my opinion seriously||115||48.72%|
|I am in financially comfortable circumstances||115||38.46%|