Le Matin Bleu is experiencing rosy times
Free press According to Wemf, Le Matin Bleu has 218,000 readers at the first attempt. This means that the Le Matin family reaches more than 500,000 French-speaking Swiss on six days of the week.
Free press According to Wemf, Le Matin Bleu has 218,000 readers at the first attempt. According to a readership study commissioned by the French-speaking Swiss media group Edipresse from Wemf, the commuter newspaper Le Matin Bleu reached an average of 218,000 daily readers in French-speaking Switzerland in the first six months of this year. Its reach is 26.1 percent in Geneva (WG 11) and 25.7 percent in Vaud (WG 12). In the rest of French-speaking Switzerland, where the free newspaper was launched later and more selectively, it still has a reach of 2.2 percent. In terms of age groups, the daily newspaper, which is published five times a week, is particularly popular with the under-34s: 22.3% of them read it regularly and their affinity is high at 137 (compared to the average of 100). Among people aged between 34 and 54, 14.4 percent still pick up the paper from their boxes; among those over 55, 12 percent still do so regularly.
It is interesting to note that women make up 52% of Le Matin Bleu's readers, more than men (48%). This makes the paper "the first daily newspaper to have more female readers than male readers", enthuses Théo Bouchat, Director of Edipresse. According to him, the circulation has increased from an initial 130,000 to more than 150,000 copies per day, which means that Le Matin Bleu currently has 1.5 readers per copy.
Guessing about 20 MinutesThere are still no interim Wemf results from rival newspaper 20 Minutes. However, Wemf interim results for both commuter newspapers are expected for the first time in November.
A - somewhat daring - comparison is permitted at this point: In September 2000, Wemf published an interim study for Zurich lasting only four months, in which it surveyed the values of the then newly launched commuter newspapers Metropol and 20 Minuten as well as the Tagblatt predecessor ZürichExpress. If Le Matin Bleu is measured against the first Wemf figures for 20 Minuten in Zurich, the following can be said: 20 Minuten had 161,000 readers and a reach of 16.4 percent in WG 43 at the time.
Compared to this, Matin Bleu is in a much better position with its reach in WGs 11 and 12. Among the young target group (14 to 34-year-olds), on the other hand, the commuter paper from Edipresse performs rather poorly: 20 Minuten (and also Metropol) achieved a share of 55 percent. In other words: Le Matin Bleu still has potential here - if its competitor 20 Minutes has not already overtaken it in this target group.
The question remains as to how Le Matin Bleu will affect paid titles Le Matin Semaine and Le Matin Dimanche. It is clear that both titles are performing slightly worse than before the launch of Matin Bleu, but the losses are within reasonable limits. Strictly speaking, the figures are not comparable because Wemf now asks precisely for the colors of the titles (orange, blue) in order to avoid confusion.
Nevertheless, Edipresse director Théo Bouchat does not want to gloss over anything: "We don't want to hide behind this methodology: Of course the two Matin titles we sold lost readers. We expected that," he says. But the loss was less than expected. Bouchat: "On the one hand, we have 15,000 fewer readers a day, but at the same time we have gained 218,000. So the launch of Matin Bleu has paid off. The main thing is that we now reach more than 500,000 people every day as expected - except on Saturdays."
Markus Knöpfli
It is interesting to note that women make up 52% of Le Matin Bleu's readers, more than men (48%). This makes the paper "the first daily newspaper to have more female readers than male readers", enthuses Théo Bouchat, Director of Edipresse. According to him, the circulation has increased from an initial 130,000 to more than 150,000 copies per day, which means that Le Matin Bleu currently has 1.5 readers per copy.
Guessing about 20 MinutesThere are still no interim Wemf results from rival newspaper 20 Minutes. However, Wemf interim results for both commuter newspapers are expected for the first time in November.
A - somewhat daring - comparison is permitted at this point: In September 2000, Wemf published an interim study for Zurich lasting only four months, in which it surveyed the values of the then newly launched commuter newspapers Metropol and 20 Minuten as well as the Tagblatt predecessor ZürichExpress. If Le Matin Bleu is measured against the first Wemf figures for 20 Minuten in Zurich, the following can be said: 20 Minuten had 161,000 readers and a reach of 16.4 percent in WG 43 at the time.
Compared to this, Matin Bleu is in a much better position with its reach in WGs 11 and 12. Among the young target group (14 to 34-year-olds), on the other hand, the commuter paper from Edipresse performs rather poorly: 20 Minuten (and also Metropol) achieved a share of 55 percent. In other words: Le Matin Bleu still has potential here - if its competitor 20 Minutes has not already overtaken it in this target group.
The question remains as to how Le Matin Bleu will affect paid titles Le Matin Semaine and Le Matin Dimanche. It is clear that both titles are performing slightly worse than before the launch of Matin Bleu, but the losses are within reasonable limits. Strictly speaking, the figures are not comparable because Wemf now asks precisely for the colors of the titles (orange, blue) in order to avoid confusion.
Nevertheless, Edipresse director Théo Bouchat does not want to gloss over anything: "We don't want to hide behind this methodology: Of course the two Matin titles we sold lost readers. We expected that," he says. But the loss was less than expected. Bouchat: "On the one hand, we have 15,000 fewer readers a day, but at the same time we have gained 218,000. So the launch of Matin Bleu has paid off. The main thing is that we now reach more than 500,000 people every day as expected - except on Saturdays."
Markus Knöpfli
