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.






% of readers


Male 48.39%
Female 51.61%
Top 3 Socios 62.39%
Top 3 Occupations 25.23%


% of readers


Lifestage One – Dependent Children 2.29%
Lifestage Two – Independent Young Adults 13.99%
Lifestage Three – Adults with Young Families 16.06%
Lifestage Four – Adults with Older Children 17.89%
Lifestage Five – Empty Nesters 49.31%
Household Income $80,000+ 50.69%
Home Owners 63.53%
Mortgage Free Home Owners 37.84%



% of readers


I often respond to work emails at home and at weekends 124 22.71%
I always check the country of origin before I buy 123 27.52%
I like to wear clothes that are noticed by others 121 18.35%
I try to dine out once a week 117 13.30%
My friends come to me for advice when buying a car 115 9.40%
I always use supermarket fuel coupons 113 55.96%
Source: Nielsen CMI Q1 - Q4 2013 AP15+




Weekly, Saturday