Print advertising receives attention

Today, the media landscape is more diverse than ever - and the range of offerings for users and advertisers is correspondingly diverse. With over six million regular users, printed media continue to hold a strong position in the Swiss market (cross-media study "MA Strategy 2017").

Against the backdrop of increasing digital usage, they wanted to find out how intensively their print media titles are used by readers and how they perceive advertising in newspapers and magazines.

To this end, Tamedia conducted an online survey in which a total of 1,492 people in German- and French-speaking Switzerland took part. The media titles included were 20 Minuten, BZ Berner Zeitung & Der Bund, Zurich regional newspapers, Tages-Anzeiger, SonntagsZeitung, Das Magazin and Schweizer Familie, as well as 20 minutes, 24 heures, Le Matin, Tribune de Genève, Le Matin Dimanche and Femina in French-speaking Switzerland.

Print enjoys full attentionThe results of the representative study show that over 75 percent of respondents read at least three quarters of a newspaper or magazine. The German-speaking Swiss spend an average of half an hour reading, while the French-speaking Swiss say they spend an average of around twenty minutes on an issue.

While reading, most users concentrate fully on the respective newspaper or magazine. Only a few use a stationary (PC or laptop, 13%) or mobile device (smartphone or tablet, 23%) or watch TV at the same time (23%). Around a third of respondents (34%) state that they listen to the radio while reading newspapers or magazines.

Thanks to its focused use, print advertising enjoys a high level of awareness: around three quarters of survey participants pay attention to print advertisements when reading a newspaper or magazine - at least if they are interested in the product. Furthermore, advertising in newspapers and magazines is perceived as more credible and informative than TV advertising and is rated as significantly less annoying by respondents.Methodological profile1,492 people from the population-representative online panel of Tamedia and the Link Institute for Survey Research took part in the online survey between June 21 and July 9, 2017. After the survey, the data was weighted according to gender, age, education, employment, income and economic area in accordance with the cross-media MA Strategy study and is representative of people from German-speaking Switzerland and French-speaking Switzerland who use the internet at least once a week. The confidence interval for the overall sample is +/- 2.6 percent.