TV program guides score with young and old
Depending on the stage of life a person is in, different topics become the focus of their attention. Their reading habits change accordingly. This theory is confirmed by data from the Mach Basic 2014-1 study, which was published on Tuesday.
The so-called "special interest titles" pick up people specifically at their respective interests. Depending on the focus of the topic, a publication thus reaches other age groups. The financial and business press typically belongs to the reading of the working part of the population. This genre is read most frequently by the 50-59 age group. In contrast, people who have already reached the age of 70 are significantly less likely to be readers of the financial and business press. By contrast, the readership of the financial press is particularly strong among young people up to 20 years of age and among the over-60s.
Consumer topics and celebrities are perennial favorites
The consumer magazines of the major Swiss distributors are generally very popular. This popularity increases with age. While 66 percent of 30-39-year-olds say they read these publications, the figure is as high as 89 percent for the over-70s. Fashion, cosmetics, social relationships and celebrities seem to interest people at all stages of life. For example, the number of readers of women's and people magazines is relatively evenly distributed across all age categories.
Graphic: Net reach of selected title groups in age categories
Source: Mach Basic 2014-1; Wemf AG für Werbemedienforschung
Data basis: Mach Basic 2014-1
The data was collected as part of the Mach Basic 2014-1 study by Wemf AG für Werbemedienforschung. As a so-called "currency study," the National Readership Study of the Press Media provides the market with the official title reach data for around 350 Swiss and Liechtenstein newspapers, magazines, and title combinations.
