Weekend

Weekend is a celebration of our readers’ two days off, and a guide to making them even more fun!  Weekend includes a Life section and our popular TimeOut – making it the perfect handbook of ideas, things to do and places to go. The content is designed to connect strongly with our readers, and act as inspiration for making the most of the weekend.

Catherine Smith, Editor – Weekend

Weekend is a lift out magazine designed to meet the needs of Weekend Herald readers. An indispensable guide to weekend life, the content is bright, breezy and uplifting. Weekend’s feature stories are wide ranging, covering all kinds of activities that Aucklanders like to indulge in at the weekend, and presents our advertisers with a range of highly targeted environments including Busy Kids, Destinations, Neighbourhood, and Arts.

Weekend also features TimeOut your weekend guide to what to watch, read, play and do along with seven day television listings.

What our readers have to say about Weekend*

“Great way to find out what’s next”

“Felt great, what I want to be reading”

“Drew me in and easy to read”

“Made me feel happy”

“Casual and weekend – it’s colourful and fresh”

*Gravitas, 2010 

What does this mean for advertisers?

Weekend readers are much more likely to be working in the top occupation groups with busy weekday lives. They are reading Weekend with a relaxed weekend mind set and view it as a guide to make the most of their weekend. Weekend readers are actively looking for inspiration – a powerful environment for advertisers to appear in.

Reader Profile

A significant number of Weekend readers are home owners in family life stages. They enjoy making the most of their weekend whether it is trying a new recipe or looking at ways to improve their home, planning a day trip or a night out. Weekend offers them the utility to make the most of their days off.

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Female 56.63%
Male 43.37%
Top 3 Socios 63.37%
Top 3 Occupations 25.06%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 2.17%
Lifestage Two – Independent Young Adults 13.98%
Lifestage Three – Adults with Young Families 17.35%
Lifestage Four – Adults with Older Children 17.59%
Lifestage Five – Empty Nesters 48.92%
Household Income $80,000+ 52.29%
Home Owners 63.37%
Mortgage Free Home Owners 36.63%

 

INDEX

% of readers

LIFESTYLE

Had wine with a meal in the last 7 days 140 42.75%
Had brunch/coffee with friends in the last 7 days 136 35.63%
I like to use products that reduce the signs of aging 118 24.49%
Have done some gardening in the last 7 days 116 44.40%
In the last 7 days have been on a family outing/day trip 116 20.71%
Love reading and trying recipes 115 34.28%
Source: Nielsen CMI Q1 - Q4 2013 AP15+

READERSHIP

415,000

FREQUENCY

Weekly, Saturday

SIZE

Compact