218,000 readers for Le Matin Bleu

According to a readership study commissioned by the French-speaking Swiss media group Edipresse from Wemf, the commuter newspaper Le matin Bleu has 218,000 daily readers in French-speaking Switzerland. Its reach is 26.1 percent in Geneva and 25.7 percent in Vaud. 22.3 percent of under 34-year-olds read the free newspaper regularly, with a high affinity of 137 (compared to the average of 100). It is also interesting to note that the proportion of women among Le Matin Bleu readers is higher (52%) than that of men (48%). This makes the paper "the first daily newspaper to have more female readers than male readers", according to a press release.
The Wemf interim evaluation for Le Matin Bleu is not part of Mach Basic 2006-2, which will be published on September 12. Unlike Mach Basic, which collects reach data over the course of a year (in the case of Mach Basic 2006-2 from April 2005 to March 2006), this interim study covers the first six months of this year. The figures for Le Matin Bleu, which was launched on October 31, 2005, will therefore not be comparable on a one-to-one basis with the reach of other titles in Mach Basic.
Markus Knöpfli