Downward Trend Despite the Regional Split

Readership Research: For the past two years, the *Tages-Anzeiger* has been published with a regional edition on the left bank of Lake Zurich. Yet despite all efforts in local journalism, Tamedia’s flagship publication has failed to gain traction there. A comparison of the readership data from Mach Basic 2007/1 with that from 2006/2 shows that the Tagi’s reach in the Horgen district has dropped by 6,000 to 34,000 readers. This 15 percent decline is just barely at the threshold of statistical significance. The situation is different for the Zürichsee Zeitung (ZSZ) and the Thalwiler Anzeiger, which run a joint advertising package and cover the same catchment area as the Tagi split: They were able to increase their readership by 2,000 to 41,000 readers. In the Meilen district on the right bank of the lake, the trends are similar: The Tagi (still without the split edition) lost 2,000 readers, while the ZSZ gained 1,000.