Deep stacking is allowed
What Certified Circulation Figures Tell Us—and What They Don't
Case 1: Title X was launched five years ago and recorded an average of 50,000 paid subscriptions in the first year. The number increased further to 58,000 in the second year, after the third year it was 64,000, after the fourth 68,000, and today there are 70,000 paid subscriptions. Although these figures correspond to the effective paid circulation, Wemf reported lower figures for the fictitious title in all years - at the request of the far-sighted publishing director Heini Müllermeier.
As a result, the officially certified circulation rose from an initial 44,000 in regular increments of 6,000 to 68,000 copies sold today. Müllermeier's calculation worked: Thanks to the initial low print run, he was able to conceal the slowly flattening growth curve of X - for strategic marketing reasons.
Even though he will have to switch to the actual figures from now on and thus admit to market saturation, he and his title will be labeled "successful" in the future.
Christel Plöger, the top circulation certifier at Wemf, confirms that such practices are possible. "It is not stipulated anywhere that the circulation actually sold must be certified. But the certified circulation must actually exist," she says. In the case of new launches or title mergers, she recommends that publishers start off with a low number of copies.
"Although they then forgo certain advertising revenues, they can report a steadily increasing circulation." Plöger knows that there are titles that understaff by up to 50 percent. Among the larger titles listed by WerbeWoche, however, the most serious underperformers would sell at most 5 to 10 percent below their value.
But that's not all: according to Wemf regulations, the certified "paid circulation" can also include free subscriptions, provided these do not exceed 5 percent of the paid subscriptions (see box).
Reality is what I call
Reality sell
Case 2: Title Y has been on the market for years, the certified circulation is stable and is around 120000 copies. The reported fluctuations are in the range of plus/minus 1000 copies (around 1 percent). In reality, however, the situation is much more turbulent for publishing director Heidi Meiermüller: Depending on the year, the actual paid circulation is sometimes 115,000, sometimes 121,000 and then again 119,000 copies. Meiermüllerin has sometimes used more, sometimes less of the 5 percent free subscriptions to which she is entitled during the certification process and has thus been able to report an allegedly stable circulation over a longer period of time.
Do the requirements imposed by the Wemf still give a realistic picture? Christel Plöger laughs. "Where do you still have a true picture of reality today?" she asks. "Everyone tries to get by in the way that is best for them. As long as this happens within our regulations, it's legitimate."
What the Wemf certifies as "sold circulation"
The "paid circulation" of a newspaper certified by Wemf can be made up as follows for non-association titles:1. fully paid subscriptions or subscriptions reduced by a maximum of 50 percent in Switzerland and abroad
2. trial subscriptions, which are discounted by a maximum of 50 percent. The number credited is based on the subscription duration, converted to one year
3. copies effectively sold via kiosks, vending machines
4. subscriptions for the company's own permanent staff
5. free subscriptions that are regularly delivered to schools, retirement homes, advertising customers, freelancers and others. However, these subscriptions may
5 percent of the sum of points 1 to 4. Anything in excess of this is counted as non-certified free circulation.
Publishers must submit all these figures to Wemf, but they are free to decide what and how much they want to have certified.
the elements of the Wemf edition
Free subscriptions (max. 5%
of the other support elements)
Subscriptions for company staffRetail sales (kiosk + vending machines)
Paid trial subscriptionsPaid subscriptions abroad
Paid subscriptions in GermanyComment How much
Can it be a boulevard?
First, the editor-in-chief of dimanche.ch, Jean-Philippe Ceppi, was "let go" and replaced by Jacques Pilet (Ringier). And at Le Matin, editor-in-chief Daniel Pillard was ousted. He was replaced by Theo Bouchat (Edipresse). The press in French-speaking Switzerland is desperately looking for bosses.
The disputes revolve around the fundamental question: How much tabloid can/should/must there be? Le Matin and dimanche.ch want to make newspapers for the man (woman) on the boulevard and in the bistrot. But both are so decent that it's exasperating. Only the most daring of journalists dare to refer to Zurich from time to time. But you're not allowed to do that in French-speaking Switzerland. If a boss wants to get dumped, all he has to do is tell you to take a look at the Blick.
What the French media lack is the courage to show bad taste. I am not and do not want to be a tabloid journalist. But when I see my colleague Bernhard Weissberg look me deep in the eye and headline a commentary on the Meier-Schatz story that was hyped up by the SoBli with "The hypocrites' lost game", I have to say: Chapeau, cher confrère!
If it's tabloid, there's a method to it. Christophe Büchi
