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 52.79%
Female 47.21%
Top 3 Socios 61.93%
Top 3 Occupations 24.11%


% of readers


Lifestage One – Dependent Children 3.05%
Lifestage Two – Independent Young Adults 14.97%
Lifestage Three – Adults with Young Families 15.48%
Lifestage Four – Adults with Older Children 17.01%
Lifestage Five – Empty Nesters 49.49%
Household Income $80,000+ 53.05%
Home Owners 63.45%
Mortgage Free Home Owners 35.28%



% of readers


NZ is heading in the right direction 123 40.00%
I hardly ever feel stressed 117 22.00%
Garden is as important as other rooms in my house 111 48.00%
I prefer to buy beauty products somewhere I can get expert advice 110 21.00%
I find it easy to deal with money matters 110 46.00%
I don't have enough "me" time 109 22.00%
Source: Nielsen CMI Q2 2013 - Q1 2014 AP15+




Monday to Friday