Blow against pessimism
Weltwoche Exceeds Even the Wildest Expectations in the Reader Market
Weltwoche exceeds the boldest expectations in the readership marketWhat could possibly go wrong now? You might ask yourself this when you look at the long-awaited readership figures for Weltwoche magazine. An increase of 34 percent or 106,000 to 417,000 readers, and this predominantly among the young, high-earning audience. The media specialists interviewed by WerbeWoche commented enthusiastically on such results in such a short space of time, but question marks remain. "The new Weltwoche has certainly increased individual sales, and more trial subscriptions have also been generated. This is boosting readership figures," says Urs Schneider from Mediaschneider AG. However, it remains to be seen what will happen if this additional circulation is reduced.
Weltwoche is indeed being pushed with a lot of marketing pressure. Since the launch of the magazine format at the beginning of May, the trial subscription circulation has doubled, says publishing director Uli Rubner confidently. Newsstand sales have developed even more positively, growing by a factor of 2.5. "Theoretically, Weltwoche could certify over 90,000 copies next spring," adds Rubner. However, she does not want to say at the moment whether they will do this or whether they would prefer to certify conservatively. This would be a great step forward compared to the 84,957 copies certified last April (128,644 of which were sold individually).
Industry opinion shifts from skepticism to enthusiasm
After widespread skepticism as to whether the huge step from newspaper to magazine could succeed at all, industry opinion has now suddenly turned around. Weltwoche is receiving praise from media specialists across the board: The new concept has more than achieved the readership targets set by the publisher. "Such a massive and rapid increase surprised everyone. If someone had made such promises six months ago, they would probably have been laughed at," says Monica Jäggi from Winterthur-based Konnex AG.
But will the widely recognized readership success now also bring the expected advertising success? "Weltwoche will certainly be very attractive for clients now," media expert Jäggi is convinced. Provided that the advertising market crisis does not act as a spoilsport. However, Weltwoche now has a better hand in this market. Its audience has clearly become more attractive: With a whopping 80 percent growth among 14- to 34-year-olds, Weltwoche now accounts for 39% of its readership in this age segment (previously 29%). 38% are between 34 and 54 years old (previously 41%), 23% are over 55 years old (previously 30%). Readers with a higher level of education (+27%), with management positions (+45%) and with a household income of over CHF 8,000 (+36%) have also increased significantly.
Weltwoche ads are now available at a bargain price
Despite this development, Weltwoche has decided not to increase its rates. This means that advertisements will continue to be available in 2003 at the bargain price of CHF 32.90 per thousand readers (Facts: CHF 38.60, NZZaS: CHF 44.70). A nice trump card, because in the current advertising market climate a price advantage is also a competitive advantage.
Another winner is already clear: the weekly newspaper market in German-speaking Switzerland is growing significantly. NZZ am Sonntag has just reported 427,000 readers, and Weltwoche has added another 106,000 readers. With a total of 417,000 readers, Weltwoche is close to Facts (484,000). However, the media specialists do not fear a raid on either NZZ am Sonntag or Facts. "These titles are consumed by quite different readerships, but NZZ am Sonntag is somewhat closer to Weltwoche," says Schneider.
Jean Frey CEO Filippo Leutenegger spoke of a sustained improvement in the financial situation of his publishing house. "The first half of the year has been a success - but it's not yet time to celebrate." The results do indeed point to an imminent spring at Jean Frey AG. The company is "in the red" in the second half of 2002, says the CEO. At Weltwoche, the deficit has been reduced from a double-digit million figure last year to a single-digit figure this year. Leutenegger is hoping for a further improvement in 2003.
Roger Köppel had no comment on the strong Weltwoche figures. For the editor-in-chief, the reward apparently came immediately: he had already left on vacation before the presentation of the readership success. Daniel Schifferle
Weltwoche is indeed being pushed with a lot of marketing pressure. Since the launch of the magazine format at the beginning of May, the trial subscription circulation has doubled, says publishing director Uli Rubner confidently. Newsstand sales have developed even more positively, growing by a factor of 2.5. "Theoretically, Weltwoche could certify over 90,000 copies next spring," adds Rubner. However, she does not want to say at the moment whether they will do this or whether they would prefer to certify conservatively. This would be a great step forward compared to the 84,957 copies certified last April (128,644 of which were sold individually).
Industry opinion shifts from skepticism to enthusiasm
After widespread skepticism as to whether the huge step from newspaper to magazine could succeed at all, industry opinion has now suddenly turned around. Weltwoche is receiving praise from media specialists across the board: The new concept has more than achieved the readership targets set by the publisher. "Such a massive and rapid increase surprised everyone. If someone had made such promises six months ago, they would probably have been laughed at," says Monica Jäggi from Winterthur-based Konnex AG.
But will the widely recognized readership success now also bring the expected advertising success? "Weltwoche will certainly be very attractive for clients now," media expert Jäggi is convinced. Provided that the advertising market crisis does not act as a spoilsport. However, Weltwoche now has a better hand in this market. Its audience has clearly become more attractive: With a whopping 80 percent growth among 14- to 34-year-olds, Weltwoche now accounts for 39% of its readership in this age segment (previously 29%). 38% are between 34 and 54 years old (previously 41%), 23% are over 55 years old (previously 30%). Readers with a higher level of education (+27%), with management positions (+45%) and with a household income of over CHF 8,000 (+36%) have also increased significantly.
Weltwoche ads are now available at a bargain price
Despite this development, Weltwoche has decided not to increase its rates. This means that advertisements will continue to be available in 2003 at the bargain price of CHF 32.90 per thousand readers (Facts: CHF 38.60, NZZaS: CHF 44.70). A nice trump card, because in the current advertising market climate a price advantage is also a competitive advantage.
Another winner is already clear: the weekly newspaper market in German-speaking Switzerland is growing significantly. NZZ am Sonntag has just reported 427,000 readers, and Weltwoche has added another 106,000 readers. With a total of 417,000 readers, Weltwoche is close to Facts (484,000). However, the media specialists do not fear a raid on either NZZ am Sonntag or Facts. "These titles are consumed by quite different readerships, but NZZ am Sonntag is somewhat closer to Weltwoche," says Schneider.
Jean Frey CEO Filippo Leutenegger spoke of a sustained improvement in the financial situation of his publishing house. "The first half of the year has been a success - but it's not yet time to celebrate." The results do indeed point to an imminent spring at Jean Frey AG. The company is "in the red" in the second half of 2002, says the CEO. At Weltwoche, the deficit has been reduced from a double-digit million figure last year to a single-digit figure this year. Leutenegger is hoping for a further improvement in 2003.
Roger Köppel had no comment on the strong Weltwoche figures. For the editor-in-chief, the reward apparently came immediately: he had already left on vacation before the presentation of the readership success. Daniel Schifferle
