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 48.93%
Female 51.07%
Top 3 Socios 63.00%
Top 3 Occupations 24.16%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 1.83%
Lifestage Two – Independent Young Adults 14.68%
Lifestage Three – Adults with Young Families 17.13%
Lifestage Four – Adults with Older Children 14.68%
Lifestage Five – Empty Nesters 51.07%
Household Income $80,000+ 56.27%
Home Owners 66.67%
Mortgage Free Home Owners 37.00%

 

INDEX

% of readers

LIFESTYLE

I prefer to buy beauty products somewhere I get expert advice 122 24.00%
NZ is heading in the right direction 119 39.00%
Higher prices means better quality 118 19.00%
I go to the gym at least twice a week 116 12.00%
I like to use products that are scientifically proven 114 39.00%
I prefer to let professionals manage most of my investments 114 17.00%
Source: Nielsen CMI Q2 2013 - Q1 2014 AP15+

READERSHIP

327,000

FREQUENCY

Weekly, Tuesday

SIZE

Compact