New Weltwoche finds new readers
The advertising volume is also set to increase
Advertising volume is also set to increaseW Weltwoche, which switched to magazine format eight weeks ago, is finding new readers, but hardly any advertisers as yet. This is what publishing director Uli Rubner told WerbeWoche, emphasizing at the same time that it is "still very early" to take stock. However, Rubner is very satisfied with the results in the reader market so far: The renewal rate of existing Weltwoche subscribers is within "the usual range and has not - as many predicted - plunged massively".Special readership analysis ordered from Wemf
A copy test by Demoscope revealed that eight out of ten existing subscribers liked the new format better than the old newspaper format. In addition, the four-week free test campaign resulted in around 50,000 new test readers. Publishing director Rubner therefore expects around 5000 new paying subscribers. Retail sales have also been successful, with an increase of at least 50 percent over the previous figure four weeks after the launch.
It seems that Weltwoche has managed to slightly improve its figures (circulation: 84957 copies; 320000 readers) in the first phase. However, the first official figures are not expected until September at the earliest. Rubner has commissioned a special readership analysis from Wemf starting in May. However, it has not yet decided whether it will publish the results of this analysis.
Although the publishing director is "very confident" overall thanks to the results in the reader market, she speaks of a "downer" in terms of the advertising market. She identifies the "unfavorable launch date" and the delayed advertising acquisition due to the relaunch postponement as the reasons. However, due to the reader response and positive feedback from advertising customers, Rubner expects more advertising pages in the fall. Markus Knöpfli
A copy test by Demoscope revealed that eight out of ten existing subscribers liked the new format better than the old newspaper format. In addition, the four-week free test campaign resulted in around 50,000 new test readers. Publishing director Rubner therefore expects around 5000 new paying subscribers. Retail sales have also been successful, with an increase of at least 50 percent over the previous figure four weeks after the launch.
It seems that Weltwoche has managed to slightly improve its figures (circulation: 84957 copies; 320000 readers) in the first phase. However, the first official figures are not expected until September at the earliest. Rubner has commissioned a special readership analysis from Wemf starting in May. However, it has not yet decided whether it will publish the results of this analysis.
Although the publishing director is "very confident" overall thanks to the results in the reader market, she speaks of a "downer" in terms of the advertising market. She identifies the "unfavorable launch date" and the delayed advertising acquisition due to the relaunch postponement as the reasons. However, due to the reader response and positive feedback from advertising customers, Rubner expects more advertising pages in the fall. Markus Knöpfli
