An app for mobile transparency in the
Swiss Print Media Market The Swiss print market is complex and comprises 440 newspaper titles, 220 combined publications, and 80 general-interest and financial publications. In addition, there are a large number of specialty and trade magazines. Now, WEMF offers transparency on mobile devices—thanks to its app.
Ringier's LandLiebe magazine, launched in spring 2011, has a WEMF-certified circulation of 180,139 copies and, according to MACH 2014-1, a current readership of 482,000 people, which corresponds to 2.7 readers per copy. This title information can now be queried in no time at all using the new WEMFApp and - if desired - compared with other titles. Other app-based facts include the price of a 4c page, the cost per 1000 contacts, and the readership structure by gender and three age groups. Circulation and readership structures can also be called up graphically under Figures. They are supplemented with the five most important reader interests based on affinity. In the case of LandLiebe, these are living and furnishing, animals and nature, local and regional information on the subject, and classical and folk music. The LandLiebe example is the media highlight of recent years. Such examples are few and far between. But it shows that the print media market is still developing dynamically and that positive launches are possible. The title has been on the market for just three years. LandLiebe has gained over 80,000 readers or 20 percent since MACH 2013-2!
With an advertising volume of around 1.7 billion Swiss francs, Swiss newspapers and magazines are the most important media genre in this country. The range of titles is correspondingly large and diverse. It ranges from the Anzeiger von Kerzers with 1,452 certified copies (indispensable for the local traders based there!) to Springer Media's million-strong combination with Beobachter, TV Star and Tele with a total of 1,322,000 readers. Both offerings can be accessed with the new WEMF app, as can another 1,000 or so titles in all three language regions.
The WEMF app is not just for media geeks, on the contrary. The simple access makes it possible to get interesting and planning-relevant information with just a few touches. That comes in handy for many. Budding communications planners will also appreciate it. Or anyone who wants a quick overview of titles or media offerings and their costs and services. Or want to know how much coverage the individual print media achieve in the desired business areas. And how large the consumer potential is in these WGs. The information structure with facts (figures) and figures (graphics) brings playful elements to what is in itself a rather dry subject. The same applies to the possibility of comparing two titles. This is possible for readership comparisons whenever both titles are included in the MACH-Basic study, i.e., for around 350 titles.
The print media app is free of charge and can be accessed via Appstore or Android/Google play. Media can be accessed either by title name, media typology, or by publication location or economic area. Once downloaded, the data is updated automatically. This applies to new readership figures, circulation figures and media rates. Thanks to WEMF. The gift to the advertising industry is part of the 50th anniversary of WEMF AG für Werbemedienforschung.
Otto Meier
WEMF app for on the go: Facts & Figures
- Current circulation of around 1,000 Swiss newspapers and magazines supplemented by readership figures from the MACH Basic study.
- Graphical representation of the gender and age structure as well as the five most important interests (affinities) of the respective readership
- Information on the WEMF areas: Number of persons, households as well as reach of MACH titles per economic area.
- In the languages German, French, Italian, English
- App for iOS and Android free to download
