But the number 2
The commuter newspaper 20 Minuten plans to expand to Bern and Basel this fall
Commuter newspaper 20 Minuten wants to go to Bern and Basel in the fallBy Markus Knöpfli A new Demoscope study clearly shows that 20 Minuten is the number two newspaper for Zurich's 15- to 49-year-olds. But the commuter paper wants more and is launching two offshoots in Bern and Basel in the fall.
Just last week, 20 Minuten was rebuked for its claim to be the No. 2 newspaper in Zurich (see p. 2), but now the paper is rehashing that claim. Unlike the study published in March, this time 20 Minuten is building on facts: It had Demoscope survey 2,000 people in WG 43 during three weeks in April and also surveyed the other Zurich titles.
According to the study, 20 Minuten is number 2 at least among 15- to 49-year-olds: 33 percent of them read 20 Minuten frequently or from time to time. Only the Tages-Anzeiger (62 percent) is read more frequently in this target group. The ZürichExpress (ZE) is still read by 30 percent, with Metropol lagging behind at 15 percent, and Blick and NZZ at 22 and 26 percent, respectively.
In the target group of 15 to 29-year-olds, the result is even clearer: Tagi comes in at 58 percent, followed by 20 Minuten with 46 percent and ZE with 37 percent. Metropol achieves only 19 percent. If, on the other hand, the total number of respondents is taken, 20 Minuten comes in third behind the Tagi (62 percent) and ZE (32) with 31 percent. 35 percent would rather do without Metropol, 13 percent 20 Minuten and only 11 percent ZE.
Younger readers would be able to do without Metropol
Another statement makes one sit up and take notice: The younger the audience, the more likely they would do without Metropol. 48 percent of 15- to 29-year-olds do not need Metropol, while only 12 percent could live without 20 Minuten and 15 percent without ZE. Among all respondents, the differences were less pronounced: 35 percent would be most likely to do without Metropol, 13 percent without 20 Minuten and only 11 percent without ZE.
Such figures seem to inspire 20 Minuten: The paper is about to launch commuter papers in Bern and Basel at the same time in the fall, explained 20 Minuten project manager Sacha Wigdorovits.
Has 20 Minuten Schweiz - as before the launch in Zurich - made offers of cooperation to the publishers in Basel and Bern? "No comment," said Wigdorovits and Beat Meyer, board delegate of the Basel Media Group (BMG). There are no denials. Charles von Graffenried, Chairman of the Board of Berner Tagblatt Medien (BTM), however, confirmed that 20 Minuten had already knocked on his door about six months ago. There have not yet been any concrete talks; BTM first wants to wait for the decision regarding the concession for official publications in and around Bern, which is expected today. It is unclear whether the Swiss Confederation has also been made happy with a 20-minute offer; publishing director J. Pepe Wiss could not be reached by WerbeWoche.
46 percent of 15- to 29-year-olds in the one-million Zurich
Read 20 minutes
Readers' Circle 2 (Frequent/Affiliate Readers) WG 43DemoSCOPE Media Radar April 2000
Sample: 2000 interviews, period 3 weeks
Just last week, 20 Minuten was rebuked for its claim to be the No. 2 newspaper in Zurich (see p. 2), but now the paper is rehashing that claim. Unlike the study published in March, this time 20 Minuten is building on facts: It had Demoscope survey 2,000 people in WG 43 during three weeks in April and also surveyed the other Zurich titles.
According to the study, 20 Minuten is number 2 at least among 15- to 49-year-olds: 33 percent of them read 20 Minuten frequently or from time to time. Only the Tages-Anzeiger (62 percent) is read more frequently in this target group. The ZürichExpress (ZE) is still read by 30 percent, with Metropol lagging behind at 15 percent, and Blick and NZZ at 22 and 26 percent, respectively.
In the target group of 15 to 29-year-olds, the result is even clearer: Tagi comes in at 58 percent, followed by 20 Minuten with 46 percent and ZE with 37 percent. Metropol achieves only 19 percent. If, on the other hand, the total number of respondents is taken, 20 Minuten comes in third behind the Tagi (62 percent) and ZE (32) with 31 percent. 35 percent would rather do without Metropol, 13 percent 20 Minuten and only 11 percent ZE.
Younger readers would be able to do without Metropol
Another statement makes one sit up and take notice: The younger the audience, the more likely they would do without Metropol. 48 percent of 15- to 29-year-olds do not need Metropol, while only 12 percent could live without 20 Minuten and 15 percent without ZE. Among all respondents, the differences were less pronounced: 35 percent would be most likely to do without Metropol, 13 percent without 20 Minuten and only 11 percent without ZE.
Such figures seem to inspire 20 Minuten: The paper is about to launch commuter papers in Bern and Basel at the same time in the fall, explained 20 Minuten project manager Sacha Wigdorovits.
Has 20 Minuten Schweiz - as before the launch in Zurich - made offers of cooperation to the publishers in Basel and Bern? "No comment," said Wigdorovits and Beat Meyer, board delegate of the Basel Media Group (BMG). There are no denials. Charles von Graffenried, Chairman of the Board of Berner Tagblatt Medien (BTM), however, confirmed that 20 Minuten had already knocked on his door about six months ago. There have not yet been any concrete talks; BTM first wants to wait for the decision regarding the concession for official publications in and around Bern, which is expected today. It is unclear whether the Swiss Confederation has also been made happy with a 20-minute offer; publishing director J. Pepe Wiss could not be reached by WerbeWoche.
46 percent of 15- to 29-year-olds in the one-million Zurich
Read 20 minutes
Readers' Circle 2 (Frequent/Affiliate Readers) WG 43DemoSCOPE Media Radar April 2000
Sample: 2000 interviews, period 3 weeks
