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 47.12%
Female 52.88%
Top 3 Socios 63.75%
Top 3 Occupations 25.16%


% of readers


Lifestage One – Dependent Children 2.56%
Lifestage Two – Independent Young Adults 14.50%
Lifestage Three – Adults with Young Families 15.35%
Lifestage Four – Adults with Older Children 15.35%
Lifestage Five – Empty Nesters 52.24%
Household Income $80,000+ 53.09%
Home Owners 64.82%
Mortgage Free Home Owners 38.59%



% of readers


I make sure I pay my credit card off every month 118 58.00%
I go to the gym at least twice a week 117 11.00%
I buy organic food whenever I can 116 21.00%
I am in financially comfortable circumstances 113 40.00%
I try to buy NZ made products often 113 46.00%
I like to use products that are scientifically proven 113 38.00%
Source: Nielsen CMI Q3 13 - Q2 14 AP15+




Weekly, Saturday