Noting that you're from Oz...
At first, I wasn't sure which particular "Herald" you were referring to.
The Melbourne Sun-Herald is, of course, just another Murdoch sh!trag - nothing more or less.
The once-respected Sydney Morning Herald had, some while back, made the decision to "broaden its appeal" (don't you just love that expression?).
In real terms, that phrase simply means that they'd worked out that a moron's dollar has the same value as that of a more discerning buyer.
Simple.
Then, glancing at the link you provided, I see that it's probably the Auckland Herald you're talking about.
Well ... what can I say?
Nothing further need be said, I reckon.