MA Leader 2009: Free sheets also in demand among managers

Free newspapers are also well received by managers. This was revealed in the latest MA Leader 2009 study by Wemf. The three free newspapers included in the study (20 Minuten, News and Cash) achieve a readership share of 55.9 percent among executives in German-speaking Switzerland, and even 60.4 percent among so-called top leaders. The commuter newspaper 20 Minuten alone reaches 35 percent of the executives surveyed, more than any other weekday newspaper. Only the NZZ, the Sonntagszeitung and the NZZ am Sonntag are read more frequently by so-called top leaders than the free newspaper 20 Minuten. The German-language magazines Das Magazin and Geo are also very popular with Swiss executives. In French-speaking Switzerland, Le Matin Dimanche is in first place among both the Top Leaders and the Leaders with a reach of over 40 percent.
Every two years, Wemf surveys Swiss managers and decision-makers in politics, public authorities and business about their consumption and reading habits. These results are listed in the MA Leader. The survey was conducted between September 22 and November 23 using around 2500 interviews in German-speaking Switzerland and 740 interviews in French-speaking Switzerland. According to the new Wemf definition, the most important criterion for leaders in the MA Leader study was a personal gross annual income of at least CHF 100,000. In the study, top leaders are defined by an annual income of at least CHF 140,000 and a position as employer or supervisor - whether freelance, employed or academic - of at least one employee.