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 48.55%
Female 51.45%
Top 3 Socios 61.09%
Top 3 Occupations 24.76%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 1.93%
Lifestage Two – Independent Young Adults 14.79%
Lifestage Three – Adults with Young Families 16.72%
Lifestage Four – Adults with Older Children 15.43%
Lifestage Five – Empty Nesters 51.13%
Household Income $80,000+ 53.70%
Home Owners 67.20%
Mortgage Free Home Owners 36.66%

 

INDEX

% of readers

LIFESTYLE

I am in financially comfortable circumstances 122 43.00%
I research holidays online but usually book at travel agents 122 21.00%
I often respond to work emails at home and at weekends 120 24.00%
You can tell a lot about a person by the car they drive 119 24.00%
I would call myself a food connoisseaur 115 13.00%
I put quality ahead of costs 113 45.00%
Source: Nielsen CMI Q3 13 - Q2 14 AP15+

READERSHIP

311,000

FREQUENCY

Weekly, Tuesday

SIZE

Compact