Weekday World

World appears in the Main Section of the weekday Herald and is our readers daily eye on the globe. With a mix of the best current affairs, social, health and environmental stories from around the planet, this section offers an exceptional view of what’s important in the world today.

How readers engage with World

World news connects people to global issues events and trends. Daily newspapers are perceived by consumers to connect them to global issues more strongly than any other media.

"If the writing gets through to you that you’re going to learn something that you didn’t “know about that aspect of things. Perhaps you can build a better picture of what’s going on.”

The World section engages through ‘altering my thoughts and feelings’ and by ‘educating’ and providing ‘social’ engagement with content ‘I can talk about’.

What does this mean for advertisers?

World is an environment where the reader is actively engaged with the paper and is considering other perspectives, the ideal position for an advertiser to bring attention to new products. World attracts a substantial audience of affluent, educated readers.

Reader Profile

Those who read World tend to be well educated, and are likely to be trusted opinion leaders. There are pronounced skews to being employed in the top three occupation groups, in which people enjoy incomes significantly ahead of the national average.






% of readers


Male 51.44%
Female 48.83%
Top 3 Socios 59.79%
Top 3 Occupations 23.24%


% of readers


Lifestage One – Dependent Children 2.87%
Lifestage Two – Independent Young Adults 15.93%
Lifestage Three – Adults with Young Families 16.19%
Lifestage Four – Adults with Older Children 17.23%
Lifestage Five – Empty Nesters 48.04%
Household Income $80,000+ 50.91%
Home Owners 62.14%
Mortgage Free Home Owners 34.99%



% of readers


New Zealand is heading in the right direction 120 36.29%
I hardly ever feel stressed 120 23.50%
I often respond to work emails at home and at weekends 117 21.41%
I always use supermarket fuel coupons 114 35.51%
I am in financially comfortable circumstances 112 37.86%
I put quality ahead of costs 111 42.30%
Source: Nielsen CMI Q1 - Q4 2013 AP15+




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