Canvas Magazine

“Canvas Magazine is the place for great reading and style, combining lively, modern design and stories that intrigue, inform and inspire.  Canvas is your quality me-time, a chance to relax and indulge in the Weekend Herald's premium glossy magazine, defining life, people and style.

Celebrating its 10th anniversary in 2013, Canvas Magazine continues to offer engaging and entertaining local and international stories as well as a fresh Living section featuring wine, restaurant and café reviews along with fashion and interiors - all designed to help you enjoy your weekend. Life's short, read well.”

Michele Crawshaw, Editor

About Canvas Magazine

Canvas, the Weekend Herald's gloss liftout lifestyle magazine, indulges readers with a satisfying blend of features, lifestyle, and a substantial living section devoted to contemporary design, recipes and fashion. With consistently thought-provoking and stimulating articles, canvas has a reputation for quality journalism.

In addition to premium and standard positions, canvas also offers advertisers dedicated, cost effective advertising environments within the canvas Directory.  

How readers engage with Canvas Magazine

Readers look forward to Canvas as part of their weekend read. Its glossy format sets it apart from the rest of the paper giving it a distinct identity. Readers put weight behind Canvas Magazine reviews and columnists.

“I always read Canvas if I buy the Weekend Herald. It’s kind of nice. I like having a big newspaper, but it’s nice to have something that’s a bit more convenient to read. Like it’s a bit different and it’s a different colour paper as well. If you’ve read something quite in depth or full on, like in the news bit, without (going) completely to a trashy magazine, it’s a good in-between.”

Canvas Magazine strongly engages by ‘entertaining me’ which is reflective of the ‘weekend mindset’ and the magazine values of the publication. Canvas also engages by ‘inspiring me’ and ‘absorbing me’.

What does this mean for advertisers?

Canvas Magazine offers a quality weekend magazine environment with a high readership in the top socio-economic groups. canvas also offers advertisers one of the most female skewed Herald environments.

Reader Profile

Canvas Magazine has a slight female skew and is generally read by intelligent adults 40 years or older. They are significantly more likely than average to be in the top socio-economic levels and their earning potential reflects the fact that they feel well in control of their finances. Given their financial situation, they enjoy being able to indulge from time to time.

GENDER

SECTOR

AGE

H'HOLD INCOME

 

% of readers

TOP LINE DEMOGRAPHICS

Female 58.35%
Male 41.65%
Top 3 Socios 64.41%
Top 3 Occupations 26.15%

 

% of readers

HOUSEHOLD DEMOGRAPHICS

Lifestage One – Dependent Children 2.18%
Lifestage Two – Independent Young Adults 14.29%
Lifestage Three – Adults with Young Families 16.22%
Lifestage Four – Adults with Older Children 16.95%
Lifestage Five – Empty Nesters 50.12%
Household Income $80,000+ 54.24%
Home Owners 65.86%
Mortgage Free Home Owners 37.53%

 

INDEX

% of readers

LIFESTYLE

Had brunch/coffee with friends in the last 7 days 144 37.88%
Had wine with a meal in the last 7 days 144 44.02%
Tried out a new recipe in the last 7 days 123 34.44%
Have done some gardening in the last 7 days 120 45.81%
Gone to cafe for a drink or snack in the last 7 days 118 53.55%
Work is more than just a job 116 48.65%
Source: Nielsen CMI Q1 - Q4 2013 AP15+

READERSHIP

413,000

FREQUENCY

Weekly, Saturday