A comparison with gaps

Press The new Tagi large circulation reaches more Zurich households than the Zürcher Landzeitung On February 27, the Tages-Anzeiger launches its large circulation (GA) in the regions of Lake Zurich (districts of Meilen and Horgen), Zürcher Oberland and Zürcher Unterland. In addition to the total of 76,000 copies of normal circulation of the three Tagisplits in these areas, the Tamedia flagship will now distribute an additional 178,000 copies on Tuesdays by early delivery. A total of around 254,000 households will be served. However, as the potential in these regions comprises 313,000 households, the Tagi-GA has a distribution density of 81 percent, unlike the GA of the Zürcher Landzeitung (Zürcher Unterländer, Zürcher Oberländer and Zürichsee Zeitung): It covers a much larger geographical area and is therefore not directly comparable with the Tagi-GA. Nevertheless, this much can be said: in the regions with Tagi-GA, the Züriland newspaper's GA only serves 215,000 households, meaning that its distribution density there is 68 percent. The reason for the difference is that the ZürichseeZeitung does not distribute a GA in the districts of Horgen and Meilen, an (unnecessary) gap that could benefit the Tagi in the advertising market.
A price comparison of the two GAs is tricky because of the different areas they cover. However, a comparison at the thousand-reader price (TLP) level could be interesting: The Tagi-GA, which will reach an estimated 700,000 readers throughout Switzerland with a total of 403,000 copies, has a TLP of CHF 45.11 (basis: 1/1 page four-color). The Zürcher Landzeitung GA with a total of 261,700 copies will reach 345,000 readers in the entire area covered and has a CPT of CHF 68.11.
Markus Knöpfli