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 50.23%
Female 49.77%
Top 3 Socios 59.03%
Top 3 Occupations 23.15%


% of readers


Lifestage One – Dependent Children 2.78%
Lifestage Two – Independent Young Adults 16.67%
Lifestage Three – Adults with Young Families 16.20%
Lifestage Four – Adults with Older Children 18.06%
Lifestage Five – Empty Nesters 46.06%
Household Income $80,000+ 51.39%
Home Owners 61.11%
Mortgage Free Home Owners 32.87%



% of readers


Wine is an important part of my weekly supermarket shop 139 19.68%
When purchasing clothes I care most about quality 115 51.39%
I spend lots of money on the finest foods 115 6.94%
I like to use products that are scientifically proven 113 37.27%
I am in financially comfortable circumstances 112 37.96%
I go to the gym at least twice a week 111 11.81%
Source: Nielsen CMI Q1 - Q4 2013 AP15+




Monday to Friday