Travel

Travel, in Tuesday’s New Zealand Herald provides a weekly guide to national and international locations for both the discerning traveller and the dreamer, in a compact lift-out format.

Travel features great destinations from around the world, which cater to readers with varying budgets and travel objectives.

In addition to premium and standard positions, Travel also offers advertisers dedicated, cost effective advertising environments within the Travel Directory and Accommodation Directory.

How readers engage with Travel

Readers see Travel as inspirational and easy to read with advertising that makes sense. For many, advertising is as important as editorial content.

Travel strongly engages readers by ‘inspiring me’ and ‘entertaining me’.

“It’s like armchair travel isn’t it? You can sit and dream and wish and plan maybe”

 

What does this mean for advertisers?

The Herald’s Travel section is a dedicated environment that draws in motivated readers – advertisers benefit by placing their brand within an informative, practical and highly valued weekly section.

Reader Profile

Travel presents a readership with an even gender balance each week. Readers are most likely to be in families with older children, or to be in empty nester households. They love travelling, whether it is the annual family holiday, or something more intrepid where they can immerse themselves in the local culture.

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Male 47.31%
Female 52.69%
Top 3 Socios 63.17%
Top 3 Occupations 22.75%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 1.80%
Lifestage Two – Independent Young Adults 15.87%
Lifestage Three – Adults with Young Families 16.47%
Lifestage Four – Adults with Older Children 16.17%
Lifestage Five – Empty Nesters 49.70%
Household Income $80,000+ 55.39%
Home Owners 65.57%
Mortgage Free Home Owners 36.53%

 

INDEX

% of readers

LIFESTYLE

I need my mobile when I take overseas trips 137 29.73%
Had brunch/coffee with friends in the last 7 days 130 34.16%
Entertained friends or relatives at home in the last 7 days 120 38.55%
I like holidays where I can experience the local culture 117 54.31%
Read a book in the last 7 days 114 60.95%
My life is full on 112 47.12%
Source: Nielsen CMI Q1 - Q4 2013 AP15+

READERSHIP

334,000

FREQUENCY

Weekly, Tuesday

SIZE

Compact