Swiss print media: Six insights from the new reach figures
1. the Blick Group as the big loser
Both Blick (-49,000 readers) and Sonntagsblick (-86,000 readers) have lost significant reach compared to the previous year. Sonntagsblick, in particular, has seen a real slump.
2. the high of 20 minutes is over
The commuter newspaper lost 77,000 readers in German-speaking Switzerland alone. While the level was maintained in French-speaking Switzerland, losses were also suffered in Ticino (-12,000 readers).
3. will the Sunday newspaper soon be number 1?
The drastic slump in readership figures for Sonntagsblick has reignited the battle for the number 1 spot. With 616,000 readers, the Sonntagszeitung is now only just behind the Ringier paper (628,000 readers). In general, the Sunday press is struggling with a decline in readership. Only Zentralschweiz am Sonntag and Ostschweiz am Sonntag saw a slight increase (+15,000 readers, not significant).
4. country love continues to grow inexorably
The fact that Landliebe is gaining in reach is no longer a surprise. Since its launch in April 2011, the magazine has steadily increased its readership and seems to have struck a chord with the Swiss with its motto "back to nature". The latest figures also show that the magazine has gained 65,000 new readers compared to the previous year and now has a readership of 627,000.
5 A magazine from French-speaking Switzerland surprises
Apart from Landliebe, only one other magazine was able to significantly increase its reach compared to the previous year: Bon à Savoir (+38,000 readers). The consumer magazine is committed to providing consumers with independent and competent information. The publication, which appears 11 times a year, focuses on articles with high utility value and tests of products and services. Fun fact: The Swiss-German counterpart K-Tipp has lost the most readers of all magazines (-70,000).
6. polarizing magazines are in demand
Both the right-wing Weltwoche and the left-wing WoZ were able to increase their reach - albeit not significantly. Roger Köppel's paper now has 245,000 readers (+13,000), while the WoZ has 86,000 readers (+12,000).Source: MACH Basic 2016-1, WEMF Author: Simon Wolanin______________You can read more about the WEMF reach figures in the upcoming 04/2016 issue of Marketing & Communication. Subscribe now!______________
