Leader is Matin Dimanche
Reading research Le Matin reaches more than 50 percent of all managers in French-speaking Switzerland. NZZ Folio is number one in German-speaking Switzerland.
Reading research Le Matin reaches more than 50 percent of all managers in French-speaking Switzerland. In German-speaking Switzerland, NZZ Folio is number one. Every two years, managers and decision-makers in politics and business in Switzerland are asked about their reading habits. The currently published MA Leader 2007 by Wemf was conducted between September 23 and November 26, 2006 by means of interviews (around 4000 in German-speaking Switzerland, around 1500 in French-speaking Switzerland). The basic population of all people who, as decision-makers in companies and authorities, meet the Wemf definitions (see box) now amounts to 335,000 people. This is 15,000 more than in 2005, which shows that the improved economy has also left its first traces on the executive floors (see chart).Tagi overtakes NZZ among leadersThe increase is certainly significant, as this resulted in a percentage reduction in reach for some titles, even if - in absolute figures - they did not show a loss. It also happens that the reach fell even if the corresponding title was able to increase in absolute figures. In individual cases, not even a significant leader or top leader increase was enough to achieve a percentage increase over the 2005 level (example: Full House).
Le Matin Dimanche is clearly the best performer of all Swiss titles, and not just in terms of its language region: the Sunday paper is the only title that reaches more than half of all managers in French-speaking Switzerland (a total of 51,000 leaders and 24,000 top leaders) every week. Compared to the MA Leader 2003, in which the paper participated for the last time, it was even able to improve its figures.
Only the monthly magazine NZZ Folio achieves a similar performance in German-speaking Switzerland. It achieves a reach of 54.4 percent - albeit only among the top leaders - and a mere 46.2 percent among the leaders. However, the NZZ Folio is still the best in Switzerland in one respect: it reaches the most Swiss managers in absolute terms, namely a total of 80,000 leaders and 47,000 top leaders. Although it is on a par with the SonntagsZeitung (SoZ) in terms of Leaders, the monthly magazine was able to slightly increase its lead over the SoZ in terms of Top Leaders.
Another comparison of titles from the NZZ and Tamedia publishing houses: Tagi now has 2000 more readers than NZZ among the leaders; two years ago, both titles attracted the same level of interest in this target group. Among the top leaders, however, the NZZ is still ahead.
The magazine recorded the largest increase among managers in German-speaking Switzerland - because it is no longer only enclosed with the Tages-Anzeiger, but also with the Basler Zeitung and the Berner Zeitung. This expansion in distribution had a 34 percent increase among the Leaders, while the increase among the Top Leaders was 28 percent. The second largest significant increase in performance was recorded by NZZ am Sonntag, which grew by 6,000 Leader and 3,000 Top Leader, corresponding to an increase of 10 and 8.6 percent respectively. Geo also increased significantly in both target groups, by 4000 readers each (+6.6 / +14.8 percent). In French-speaking Switzerland, on the other hand, there were no clear increases in performance.
The biggest losses among decision-makers were recorded by Facts and Bilanz. Facts lost 13.5 percent of its leaders and 11.5 percent of its top leaders. Not for the first time: compared to 2003, the magazine now has a quarter fewer leaders (minus 16,000) and almost a fifth fewer top leaders (-5,000). As with Mach Basic, the decline in readership among decision-makers is largely due to the fact that the magazine has been published fortnightly for two years (previously monthly) and thus to the change in the survey. But this much can be said: Axel Springer Schweiz's magazine now reaches 17,000 leaders (27.2 percent) and 8,000 top leaders (23.5 percent) fewer per issue than two years ago. The situation is exactly the same for the Edipresse title Bilan in French-speaking Switzerland, where the publication frequency has also been increased. However, the decline was comparatively moderate: 12.5 percent fewer leaders, 8.3 percent fewer top leaders. And the loss among the top leaders was not even significant.
It is interesting to see which titles the leaders could easily do without. The study provides an answer to this thanks to the interview question "Would you miss the title if it no longer existed?". The result: the three titles that Swiss-German leaders would miss the most are NZZ, Geo and Tages-Anzeiger, all of which were mentioned by over 80 percent of their readers. The situation is similar for the top leaders, but they miss the Tagi even more than Geo.
By contrast, the titles that Leaders and Top Leaders would be most likely to do without are Panorama Raiffeisen, Bulletin Credit Suisse and KMU-Magazin: clearly less than half of their readers would miss them (between 32 and 42 percent).
These are leaders and top leadersAccording to the Wemf definition
are leaders at least 20 years old, resident in German-speaking or French-speaking Switzerland and employed at least part-time. They are self-employed and run a business with four or more employees.
As freelancers, they have a higher level of education; as employees, they have a managerial role with influence on operational decisions.
The personal gross annual income is CHF 100,000 or more.
Top leaders are also either freelancers and in this function also the employer of at least one employee. Or they are employees and manage at least one employee. The annual income of top leaders is at least CHF 140,000.
Interesting to see who is no longer thereNot raised by the MA Leader
Brückenbauer and CoopZeitung, the two largest Swiss titles, were not included. 20 Minuten, the largest daily newspaper, is also not taking part, nor is its French-speaking Swiss offshoot 20 minutes. SonntagsBlick, which took part until 2003, will continue to stay away from the MA Leader, while Südostschweiz, Mittelland Zeitung, Neue Luzerner Zeitung and St. Galler Tagblatt have also recently said goodbye. Automobil Revue and its French-language sister publication, TCS-Magazin, are participating for the first time, while Touring is still not involved: The publisher, which had removed several titles from the study in 2005, brought back Le Matin Dimanche, 24 heures and Tribune de Genève. The new commuter paper Le Matin Bleu and its competitor 20 minutes, on the other hand, are not participating.
What is also striking is that all women's titles are conspicuous by their absence, as are TV guides. NZZ, NZZ am Sonntag and Le Temps, on the other hand, are exemplary. For the first time, they also allowed a survey to be carried out on the extent to which they are used by executives on the other side of the Röstigraben. (mk)
Markus Knöpfli
Le Matin Dimanche is clearly the best performer of all Swiss titles, and not just in terms of its language region: the Sunday paper is the only title that reaches more than half of all managers in French-speaking Switzerland (a total of 51,000 leaders and 24,000 top leaders) every week. Compared to the MA Leader 2003, in which the paper participated for the last time, it was even able to improve its figures.
Only the monthly magazine NZZ Folio achieves a similar performance in German-speaking Switzerland. It achieves a reach of 54.4 percent - albeit only among the top leaders - and a mere 46.2 percent among the leaders. However, the NZZ Folio is still the best in Switzerland in one respect: it reaches the most Swiss managers in absolute terms, namely a total of 80,000 leaders and 47,000 top leaders. Although it is on a par with the SonntagsZeitung (SoZ) in terms of Leaders, the monthly magazine was able to slightly increase its lead over the SoZ in terms of Top Leaders.
Another comparison of titles from the NZZ and Tamedia publishing houses: Tagi now has 2000 more readers than NZZ among the leaders; two years ago, both titles attracted the same level of interest in this target group. Among the top leaders, however, the NZZ is still ahead.
The magazine recorded the largest increase among managers in German-speaking Switzerland - because it is no longer only enclosed with the Tages-Anzeiger, but also with the Basler Zeitung and the Berner Zeitung. This expansion in distribution had a 34 percent increase among the Leaders, while the increase among the Top Leaders was 28 percent. The second largest significant increase in performance was recorded by NZZ am Sonntag, which grew by 6,000 Leader and 3,000 Top Leader, corresponding to an increase of 10 and 8.6 percent respectively. Geo also increased significantly in both target groups, by 4000 readers each (+6.6 / +14.8 percent). In French-speaking Switzerland, on the other hand, there were no clear increases in performance.
The biggest losses among decision-makers were recorded by Facts and Bilanz. Facts lost 13.5 percent of its leaders and 11.5 percent of its top leaders. Not for the first time: compared to 2003, the magazine now has a quarter fewer leaders (minus 16,000) and almost a fifth fewer top leaders (-5,000). As with Mach Basic, the decline in readership among decision-makers is largely due to the fact that the magazine has been published fortnightly for two years (previously monthly) and thus to the change in the survey. But this much can be said: Axel Springer Schweiz's magazine now reaches 17,000 leaders (27.2 percent) and 8,000 top leaders (23.5 percent) fewer per issue than two years ago. The situation is exactly the same for the Edipresse title Bilan in French-speaking Switzerland, where the publication frequency has also been increased. However, the decline was comparatively moderate: 12.5 percent fewer leaders, 8.3 percent fewer top leaders. And the loss among the top leaders was not even significant.
It is interesting to see which titles the leaders could easily do without. The study provides an answer to this thanks to the interview question "Would you miss the title if it no longer existed?". The result: the three titles that Swiss-German leaders would miss the most are NZZ, Geo and Tages-Anzeiger, all of which were mentioned by over 80 percent of their readers. The situation is similar for the top leaders, but they miss the Tagi even more than Geo.
By contrast, the titles that Leaders and Top Leaders would be most likely to do without are Panorama Raiffeisen, Bulletin Credit Suisse and KMU-Magazin: clearly less than half of their readers would miss them (between 32 and 42 percent).
These are leaders and top leadersAccording to the Wemf definition
are leaders at least 20 years old, resident in German-speaking or French-speaking Switzerland and employed at least part-time. They are self-employed and run a business with four or more employees.
As freelancers, they have a higher level of education; as employees, they have a managerial role with influence on operational decisions.
The personal gross annual income is CHF 100,000 or more.
Top leaders are also either freelancers and in this function also the employer of at least one employee. Or they are employees and manage at least one employee. The annual income of top leaders is at least CHF 140,000.
Interesting to see who is no longer thereNot raised by the MA Leader
Brückenbauer and CoopZeitung, the two largest Swiss titles, were not included. 20 Minuten, the largest daily newspaper, is also not taking part, nor is its French-speaking Swiss offshoot 20 minutes. SonntagsBlick, which took part until 2003, will continue to stay away from the MA Leader, while Südostschweiz, Mittelland Zeitung, Neue Luzerner Zeitung and St. Galler Tagblatt have also recently said goodbye. Automobil Revue and its French-language sister publication, TCS-Magazin, are participating for the first time, while Touring is still not involved: The publisher, which had removed several titles from the study in 2005, brought back Le Matin Dimanche, 24 heures and Tribune de Genève. The new commuter paper Le Matin Bleu and its competitor 20 minutes, on the other hand, are not participating.
What is also striking is that all women's titles are conspicuous by their absence, as are TV guides. NZZ, NZZ am Sonntag and Le Temps, on the other hand, are exemplary. For the first time, they also allowed a survey to be carried out on the extent to which they are used by executives on the other side of the Röstigraben. (mk)
Markus Knöpfli
