Audience Profile


Reader profile

Travel readers are avid travelers who are actively looking for travel getaways. Travel readers are very responsive to advertising in the Herald, at all stages throughout the purchasing process. For many, advertising is as important as editorial content. We have found that advertising in the Travel section can inspire a destination choice, which can often be the catalyst in the decision making process.

Source: Nielsen CMI Fused Q2 17 - Q1 18 Apr 2018

Female: 50.00%

Male: 49.66%

Top 3 Socios: 68.28%

Top 3 Occupations: 25.17%

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Lifestage One – Dependent Children: 2.41%

Lifestage Two – Independent Young Adults: 15.17%

Lifestage Three – Adults with Young Families: 15.52%

Lifestage Four – Adults with Older Children: 24.48%

Lifestage Five – Empty Nesters: 42.07%

Home Owners: 73.45%

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NZ Herald Online Travel section

Source: Nielsen CMI Fused Q2 17 - Q1 18 Apr 2018