Ten insights from the latest reach figures

1. readership figures and advertising revenues behave differentlyWhile the advertising revenues of Swiss press media have declined in recent months, the latest WEMF readership figures from MACH Basic 2017-2 show a stable picture. This is because the number of readers of newspapers and magazines has remained constant at a high level across all title groups over the last twelve months. Around 93% of the Swiss population regularly read a printed edition of a print-based media brand. This is a similar number to the previous year.2. relationship between print and online offering is well establishedThe proportion of online users of print-based media brands remained stable last year. Across all media brands reported in Total Audience 2017-2, a ratio of two-thirds print readership to one-third online users has stabilized. Online access via Desktip is declining slightly, while mobile use is increasing. The migration from print to online use within a media brand is no longer as rapid as in previous years, but is still noticeable.3. newspapers are less in demandMany newspapers continue to suffer losses in reach. The only newspaper to gain a significant number of readers is the Tagblatt der Stadt Zürich. The newspaper with the widest reach remains the free newspaper 20 Minuten with 1.356 million readers and a market share of 28.5 percent in German-speaking Switzerland. However, the total audience shows that newspapers can at least partially make up for the loss of reach in print through their online offerings.4th Blick continues to lose many readersBoth Blick and the free newspaper Blick am Abend have lost significant reach. Blick now only reaches 464,000 readers, 62,000 fewer than in the previous year. Blick am Abend has lost 56,000 readers and has a reach of 567,000 readers. However, if Blick's online presence is included, the media brand still has a very strong reach: The net reach of Blick's print and online press titles is 1.863 million readers - only 20 Minuten is ahead of the tabloid brand.5. the Tagi struggles with declining readershipThe Tages-Anzeiger also suffered a significant drop in readership. Compared to the previous year, Tamedia's daily newspaper has lost 43,000 readers and now only reaches 417,000 readers, which corresponds to a market share of 8.8 percent. The NZZ, on the other hand, was largely able to maintain its readership and now reaches 247,000 people - a market share of 5.2 percent.6th Sunday newspapers: Market leader loses ground, Schweiz am Sonntag catches upThe fact that Ostschweiz am Sonntag will only be published digitally in future shows how difficult this type of newspaper is currently facing on the Swiss market. The Sonntagszeitung has recorded a significant loss in reach of 43,000 readers compared to last year. With 581,000 readers, the Tamedia paper still remains the Sunday newspaper with the widest reach, but Sonntagsblick was able to close the gap. Although the Ringier publication also had to accept a loss of 23,000 readers, it is now only just behind the Sonntagszeitung with 563,000 readers. NZZ am Sonntag was able to increase its reach slightly and now has 405,000 readers. Schweiz am Sonntag fared even better: the publication now has 343,000 readers, an increase of 12,000 readers.7. the Swiss Landliebe has come to a haltYear after year, the MACH-Basic figures showed the same picture. While most magazines struggled with a drop in readership, the Swiss Landliebe was able to steadily gain readers. Now it seems that the Ringier magazine's upward trajectory has come to a halt for the time being. For the first time, Landliebe suffered a minimal drop in readership of 5,000 compared to the previous year. However, with 647,000 readers, its reach is still considerable.8th readership slump at the WOZIn the last two years, the weekly newspaper WOZ has been able to steadily gain readers. But now the paper, which is positioned on the left-wing spectrum, is having to cope with a significant setback. Compared to the previous year, it has lost 30,000 readers. Instead of 107,000 readers, WOZ now only reaches 77,000 - a loss of almost 30 percent of readers. It appears that the measures introduced in recent years to attract new readers, for example in connection with the SVP's "Druchsetzungsinitiative", have already lost their effect.9th Weltwoche continues to lose reachOn the other side of the political spectrum, Weltwoche continues to struggle with a loss of reach. Compared to the previous year, editor-in-chief and publisher Roger Köppel's weekly newspaper lost 35,000 readers and now only reaches 190,000 people. Compared to the first quarter of 2016, when Weltwoche still had almost 250,000 readers, this represents a loss of almost 25 percent of readers.10. rainbow press under pressureFormerly a safe bet, the Swiss tabloid press is becoming less and less important. Glückspost from the Ringier Axel Springer publishing house, for example, has suffered a significant drop in reach and now only reaches 316,000 readers - 56,000 fewer than a year ago. Schweizer Illustrierte now only reaches 611,000 readers, 21,000 fewer than a year ago. Finally, Schweizer Familie also recorded a significant loss in reach. Instead of 646,000 readers, Tamedia's family magazine now only reaches 594,000 readers, a drop of 52,000 readers.Read more about the media reach and the significant winners in the upcoming MK issue 10/2017. Subscribe now!