Weekend Business

Business appears after World in the second section of the Weekend Herald. Weekend Herald Business is a highly credible and respected editorial environment that delivers a complete package of financial analysis, business news and market prices from the national and global markets. This section provides readers with the best market information on the key aspects of personal finance and the economy in a concise format.

How readers engage with Weekend Herald Business

Qualitative research has found that the Herald Business sections are perceived as having expertise, wisdom and intelligence. The advertising in Herald business sections is seen to be appropriate, well placed and aids the experience.

“It gives me a good overview of what’s going on. It has some quite good in-depth articles on what a particular company or a particular industry is doing.”

Business sections of the Herald engage readers strongly by ‘educating me’, it also ‘alters my thoughts and feelings’ and ‘absorbs me’.

 

What does this mean for advertisers?

The Business Herald delivers an affluent business audience and combines the twin benefits of a dedicated core readership of business- focussed readers, who are also high income earners. Business Herald reaches those within business who make purchasing decisions. Business Herald allows the advertiser the opportunity to influence key people within these organisations who have the responsibility for buying products and services for their company. Readers typically have a very high income and are likely to have disposable income to spend on “luxury” goods and services.

Reader Profile

Business readers are well educated, and are at the influential stages of a strong career either in a corporate environment, or in charge of their own business. They look to the Herald to help form opinions and say that people take their opinions seriously

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Male 60.32%
Female 39.29%
Top 3 Socios 69.44%
Top 3 Occupations 32.94%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 1.59%
Lifestage Two – Independent Young Adults 12.70%
Lifestage Three – Adults with Young Families 12.70%
Lifestage Four – Adults with Older Children 16.67%
Lifestage Five – Empty Nesters 55.95%
Household Income $80,000+ 56.75%
Home Owners 70.24%
Mortgage Free Home Owners 44.05%

 

INDEX

% of readers

LIFESTYLE

NZ is heading in the right direction 139 45.00%
I spend a lot of time working on my car 126 6.00%
I am a top up shopper and buy something most days 122 19.00%
I like to use products that are scientifically proven 118 40.00%
People take my opinion seriously 114 49.00%
Work is more than just a job 114 47.00%
Source: Nielsen CMI Q2 2013 - Q1 2014 AP15+

READERSHIP

252,000

FREQUENCY

Weekly, Saturday

SIZE

Broadsheet