Almost only losses
Mach Basic 2007-1 A sobering picture: Compared to the 2006-1 analysis, 35 titles have lost a significant number of readers, while only 4 have gained readers.
Mach Basic 2007-1 A sobering picture: Compared to the 2006-1 evaluation, 35 titles have lost significant readers, only 4 have gained. Overall, Mach Basic 2007-1 shows almost 1.5 million fewer contacts than Mach Basic 2006-1 due to losses by all title groups. Among the publishers, Edipresse and Axel Springer (i.e. Jean Frey and Handelszeitung together) lost the most. As a result, all other publishers gained market share despite losses. The number of titles with more than one million readers has fallen to six. Of the four publications with gains, three are from German-speaking Switzerland and one from French-speaking Switzerland (see table). Of the titles with significant losses, 26 are published in German, 8 in French and 1 in Italian.
The financial and business press suffered the biggest drop. It lost over ten percent of its contacts year-on-year. One of the main reasons for this was the significant loss of Bilanz and Bilan. The two monthly magazines doubled their publication frequency at the beginning of 2005 and were methodologically disadvantaged as a result. This is because the LPA method gives titles with a lower publication frequency a starting advantage that cannot be precisely determined, as it asks about usage in the last publication interval. The longer this interval is, the higher the probability that usage has taken place. As the comparison with the 2006-2 evaluation shows, the decline has calmed down, especially for the balance sheet.
Has 20 Minuten already reached its zenith? Subscription daily newspapers have also lost contacts. In German-speaking Switzerland, however, only the Tages-Anzeiger's loss of 1.1 percentage points is significant. The gain of 1.1 points by the Mittelland Zeitung, on the other hand, is mainly due to the inclusion of the Basellandschaftliche Zeitung. In French-speaking Switzerland, the losses of Le Matin (-3.1 points) and 24 Heures (-2.4 points) are significant. The reach of 24 Heures is now lower than before the merger with the two La Presse titles. Due to the now completed expansion, 20 Minuten (+3.2 points) has probably made significant gains for the last time. The paper now has the third-highest reach of all individual titles in German-speaking Switzerland with 28%, behind the two cooperative titles Coop-Zeitung (62.9%) and Migros-Magazin (54.8%), making it the daily with the highest reach.
The Sunday press, which is accustomed to success, has also been hit. After a significant loss, Le Matin Dimanche now has the lowest reach since 2000 at 40.6 percent. The SonntagsZeitung has also lost readers. Its reach has fallen from 19.7 to 18.8 percent after a significant loss. However, the new, not (yet) reported Sunday edition of Südostschweiz is unlikely to have had an impact. In any case, the reach of the SonntagsZeitung has not changed significantly in the economic areas concerned.
In the popular press, the three titles with the highest reach - TV täglich, Beobachter and Schweizer Illustrierte - have all lost significant reach. Weltwoche has also lost readers. Among women's magazines, the rainbow magazine Glückspost and Brigitte suffered the most. The bright spot in this segment is Joy, one of the four press titles whose reach has increased significantly. In addition to a large number of smaller specialty magazines, various customer magazines in particular suffered significant losses. These include Migros-Magazin, Drogistenstern, Touring (German and Italian) and the advice magazine K-Tipp. Conversely, the French-language pharmacy title Pharmacie chez soi is the only winner in French-speaking Switzerland and in the specialty press.
Ueli Custer
Mach Basic supplement Detailed analyses of the new Mach Basic can be found in the special edition of Media Trend Journal, which is enclosed with this issue of Werbewoche. Additional copies can be obtained from the publisher.
E-mail: [email protected]
The financial and business press suffered the biggest drop. It lost over ten percent of its contacts year-on-year. One of the main reasons for this was the significant loss of Bilanz and Bilan. The two monthly magazines doubled their publication frequency at the beginning of 2005 and were methodologically disadvantaged as a result. This is because the LPA method gives titles with a lower publication frequency a starting advantage that cannot be precisely determined, as it asks about usage in the last publication interval. The longer this interval is, the higher the probability that usage has taken place. As the comparison with the 2006-2 evaluation shows, the decline has calmed down, especially for the balance sheet.
Has 20 Minuten already reached its zenith? Subscription daily newspapers have also lost contacts. In German-speaking Switzerland, however, only the Tages-Anzeiger's loss of 1.1 percentage points is significant. The gain of 1.1 points by the Mittelland Zeitung, on the other hand, is mainly due to the inclusion of the Basellandschaftliche Zeitung. In French-speaking Switzerland, the losses of Le Matin (-3.1 points) and 24 Heures (-2.4 points) are significant. The reach of 24 Heures is now lower than before the merger with the two La Presse titles. Due to the now completed expansion, 20 Minuten (+3.2 points) has probably made significant gains for the last time. The paper now has the third-highest reach of all individual titles in German-speaking Switzerland with 28%, behind the two cooperative titles Coop-Zeitung (62.9%) and Migros-Magazin (54.8%), making it the daily with the highest reach.
The Sunday press, which is accustomed to success, has also been hit. After a significant loss, Le Matin Dimanche now has the lowest reach since 2000 at 40.6 percent. The SonntagsZeitung has also lost readers. Its reach has fallen from 19.7 to 18.8 percent after a significant loss. However, the new, not (yet) reported Sunday edition of Südostschweiz is unlikely to have had an impact. In any case, the reach of the SonntagsZeitung has not changed significantly in the economic areas concerned.
In the popular press, the three titles with the highest reach - TV täglich, Beobachter and Schweizer Illustrierte - have all lost significant reach. Weltwoche has also lost readers. Among women's magazines, the rainbow magazine Glückspost and Brigitte suffered the most. The bright spot in this segment is Joy, one of the four press titles whose reach has increased significantly. In addition to a large number of smaller specialty magazines, various customer magazines in particular suffered significant losses. These include Migros-Magazin, Drogistenstern, Touring (German and Italian) and the advice magazine K-Tipp. Conversely, the French-language pharmacy title Pharmacie chez soi is the only winner in French-speaking Switzerland and in the specialty press.
Ueli Custer
Mach Basic supplement Detailed analyses of the new Mach Basic can be found in the special edition of Media Trend Journal, which is enclosed with this issue of Werbewoche. Additional copies can be obtained from the publisher.
E-mail: [email protected]
