Le Matin Bleu is ahead
Free Newspapers: A Link survey found that: Le Matin Bleu has three times as many fans as 20 Minutes.
Free newspapers A Link survey has revealed that Le Matin Bleu has three times more fans than 20 MinutesThe two free newspapers Le Matin Bleu and 20 Minutes have been competing in French-speaking Switzerland for a good four months. This battle is far from over, but the first trends are emerging: Le Matin Bleu, which started with a six-month lead, is ahead: 51.3 percent prefer the free newspaper from Edipresse to its competitor. Only 16.1 percent prefer Tamedia's 20 Minutes, according to a link study conducted on behalf of Edipresse in three monthly waves between April 3 and June 26. A total of 1,069 people between the ages of 15 and 74 who live in the cantons of Vaud and Geneva and at least occasionally read the two free titles were surveyed.
Incidentally, Le Matin Bleu receives above-average approval from 55% of women, but the paper is also well received by 47.5% of men. In contrast, only 16.7 percent of men and 15.4 percent of women prefer 20 Minutes to the Edipresse title.
What is striking is that a third of respondents did not express a preference. This relatively large group of undecided respondents shows that the match in French-speaking Switzerland is far from decided. However, this indecision increases with age.
Young people have therefore largely made up their minds: 66% of those under 24 prefer Le Matin Bleu, while 16% are in favor of 20 Minutes and only 18% have not yet expressed an opinion. Among 25 to 34-year-olds, 52.2 percent prefer Le Matin Bleu, while 19.5 percent prefer 20 Minutes. And among 35 to 54-year-olds, 46.3 percent prefer the Edipresse title, while 15.7 percent are in favor of Tamedia's competitor. Finally, among 55- to 74-year-olds, 42.8 percent are still in favor of Le Matin Bleu, while 14 percent prefer 20 Minutes.
However, 20 Minutes still seems to have potential to catch up. At 76.5 percent, the proportion of people who read the paper occasionally (1 to 3 issues per week) is higher than for Matin Bleu (69.1 percent). On the other hand, the Edipresse newspaper has more loyal readers (heavy users): 30.9 percent of respondents pick up at least four out of five issues from the boxes, whereas 22.6 percent regularly reach for 20 Minutes.
This is the second survey to shed light on the new situation in French-speaking Switzerland. At the end of June, a survey conducted by the Lausanne-based institute M.I.S. on behalf of the Ringier title L'Hebdo came to similar conclusions: Of the 502 respondents between the ages of 18 and 74, 43 percent preferred Le Matin Bleu, just under 16 percent preferred 20 Minutes and 18 found both equally important. 11 percent rejected both and another 11 percent expressed no opinion.
A third survey is to follow at the beginning of September - an interim study by Wemf on Mach Basic 2006 - commissioned by Edipresse.
Le Matin Bleu expands distributionLe Matin Bleu has been in the lead since its launch.
in October 2005 in Yverdon, Fribourg, Neuchâtel, Martigny, Sion and Sierre in a total of 730 boxes. Edipresse is now intensifying the presence of the title in Geneva: from August 21, all 237 buses and streetcars of Transports Publics Genevois will be equipped with dispensers exclusively stocked with Le Matin Bleu (additional circulation of 15,000 copies). The next expansion to Biel is also planned for the fall.
Markus Knöpfli
Incidentally, Le Matin Bleu receives above-average approval from 55% of women, but the paper is also well received by 47.5% of men. In contrast, only 16.7 percent of men and 15.4 percent of women prefer 20 Minutes to the Edipresse title.
What is striking is that a third of respondents did not express a preference. This relatively large group of undecided respondents shows that the match in French-speaking Switzerland is far from decided. However, this indecision increases with age.
Young people have therefore largely made up their minds: 66% of those under 24 prefer Le Matin Bleu, while 16% are in favor of 20 Minutes and only 18% have not yet expressed an opinion. Among 25 to 34-year-olds, 52.2 percent prefer Le Matin Bleu, while 19.5 percent prefer 20 Minutes. And among 35 to 54-year-olds, 46.3 percent prefer the Edipresse title, while 15.7 percent are in favor of Tamedia's competitor. Finally, among 55- to 74-year-olds, 42.8 percent are still in favor of Le Matin Bleu, while 14 percent prefer 20 Minutes.
However, 20 Minutes still seems to have potential to catch up. At 76.5 percent, the proportion of people who read the paper occasionally (1 to 3 issues per week) is higher than for Matin Bleu (69.1 percent). On the other hand, the Edipresse newspaper has more loyal readers (heavy users): 30.9 percent of respondents pick up at least four out of five issues from the boxes, whereas 22.6 percent regularly reach for 20 Minutes.
This is the second survey to shed light on the new situation in French-speaking Switzerland. At the end of June, a survey conducted by the Lausanne-based institute M.I.S. on behalf of the Ringier title L'Hebdo came to similar conclusions: Of the 502 respondents between the ages of 18 and 74, 43 percent preferred Le Matin Bleu, just under 16 percent preferred 20 Minutes and 18 found both equally important. 11 percent rejected both and another 11 percent expressed no opinion.
A third survey is to follow at the beginning of September - an interim study by Wemf on Mach Basic 2006 - commissioned by Edipresse.
Le Matin Bleu expands distributionLe Matin Bleu has been in the lead since its launch.
in October 2005 in Yverdon, Fribourg, Neuchâtel, Martigny, Sion and Sierre in a total of 730 boxes. Edipresse is now intensifying the presence of the title in Geneva: from August 21, all 237 buses and streetcars of Transports Publics Genevois will be equipped with dispensers exclusively stocked with Le Matin Bleu (additional circulation of 15,000 copies). The next expansion to Biel is also planned for the fall.
Markus Knöpfli
