Weekday Early General News

Early General News breaks the latest news and offers in-depth analysis, forthright opinions and insight across all the issues of the day.

On an average day, almost half a million New Zealanders refer to Early General News as their point of reference on all that is important in our national life.

How readers engage with Early General News

Early General News epitomises what the news is all about, this is where people are in their most focused ‘serious’ mindset.

“To find out the issues and policies which will impact upon me. I see in today’s paper something about a new charging regime for petrol, so what does this mean? Do I change my behaviours because of this?”

Early General News engages readers at a ‘social’ level, ‘educating me’ and also ‘absorbs me’.

What does this mean for advertisers?

As the most highly read section of any New Zealand newspaper, Early General News consistently delivers an exceptionally large, broad audience of readers. The Herald provides an environment where consumers are actively engaged with the paper. For these readers, the advertising is as important as the editorial content for discovering the best deals, services and products in the market – in short, Early General News delivers results for our advertisers.

Reader Profile

Early General News delivers mass reach, with nine in ten Herald readers engaging with this content on a typical day. When compared to the average New Zealander, Early General News readers are likely to have access to high levels of discretionary income, making their spending power an attractive proposition for advertisers.






% of readers


Male 51.14%
Female 48.86%
Top 3 Socios 61.14%
Top 3 Occupations 24.77%


% of readers


Lifestage One – Dependent Children 2.50%
Lifestage Two – Independent Young Adults 15.68%
Lifestage Three – Adults with Young Families 16.82%
Lifestage Four – Adults with Older Children 17.73%
Lifestage Five – Empty Nesters 47.50%
Household Income $80,000+ 52.95%
Home Owners 63.41%
Mortgage Free Home Owners 34.09%



% of readers


I often respond to work emails at home and at weekends 120 24.00%
I go to the gym at least twice a week 118 11.00%
I am in financially comfortable circumstances 117 41.00%
I buy organic food whenever I can 115 20.00%
I find it difficult to relax/do nothing on holiday 111 27.00%
I find it easy to deal with money matters 110 44.00%
Source: Nielsen CMI Q3 13 - Q2 14 AP15+




Monday to Friday