Weekend 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 weekend. On an average day, over half a million New Zealanders refer to Early General News as their point of reference on all that is important in our national life. The Weekend Herald’s Early General News section also features Review and the popular back page Interview.

How readers engage with Early General News in the Weekend Herald

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’ readers.


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 Weekend 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

Nine out of ten Weekend Herald readers engage with Early General News. A significant proportion of these readers are home owners and are more likely than average to own their home mortgage free.






% of readers


Male 48.10%
Female 51.90%
Top 3 Socios 62.87%
Top 3 Occupations 25.75%


% of readers


Lifestage One – Dependent Children 2.99%
Lifestage Two – Independent Young Adults 15.97%
Lifestage Three – Adults with Young Families 17.76%
Lifestage Four – Adults with Older Children 16.37%
Lifestage Five – Empty Nesters 46.71%
Household Income $80,000+ 51.90%
Home Owners 62.08%
Mortgage Free Home Owners 35.53%



% of readers


I often respond to work emails at home and at weekends 124 22.55%
I always check the country of origin before I buy 118 26.35%
I like to use products that are scientifically proven 117 38.52%
I try to dine out once a week 116 13.17%
I like to follow a low carb diet 112 15.17%
Work is more than just a job 112 46.91%
Source: Nielsen CMI Q1 - Q4 2013 AP15+




Weekly, Saturday