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
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 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 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 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.
canvas 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.
Source: Nielsen CMI Q1 12 - Q4 12. Based on All People 15+