Weekend World

World fronts the second section of the Weekend Herald and is our readers’ weekly 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 right now.

How readers engage with World in the Weekend Herald

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

World readers tend to be well educated and trusted opinion leaders. They enjoy high income levels, which when compared to others, is far more likely to be discretionary.

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Male 49.63%
Female 50.37%
Top 3 Socios 63.70%
Top 3 Occupations 24.69%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 3.21%
Lifestage Two – Independent Young Adults 12.84%
Lifestage Three – Adults with Young Families 14.07%
Lifestage Four – Adults with Older Children 14.81%
Lifestage Five – Empty Nesters 54.81%
Household Income $80,000+ 51.85%
Home Owners 65.43%
Mortgage Free Home Owners 40.49%

 

INDEX

% of readers

LIFESTYLE

I always check the country of origin before I buy 124 31.00%
I go to the gym at least twice a week 115 11.00%
Work is more than just a job 113 47.00%
A healthy diet and exercise is essential 113 61.00%
I try to buy NZ made products often 113 46.00%
I am in financially comfortable circumstances 112 39.00%
Source: Nielsen CMI Q3 13 - Q2 14 AP15+

READERSHIP

405,000

FREQUENCY

Weekly, Saturday

SIZE

Broadsheet