Full speed ahead
Daniel Schifferle on the latest circulation figures for the German-speaking Swiss press
Daniel Schifferle on the latest reach figures for the Swiss-German pressThings are looking up again. After two years of losses in the readership markets, the print media are back in a stronger position: reading is back in fashion, and for various daily newspapers at least the erosion of their readership has been halted. The magazine market is even in excellent shape. Together, the magazines in German-speaking Switzerland have gained over 800,000 readers - a real expansion of the audience has been achieved.print media are not only successfully defending their position, they are even creating new growth markets and injecting dynamism into existing ones. Titles as diverse as NZZ am Sonntag and 20 Minuten alone have brought the
Newspapers together attract over 600,000 additional readers within a year. Taken together, the Sunday press, commuter market and magazines attract almost one and a half million additional readers to the Swiss print media.
The print media currently have the sympathy of the media audience on their side. This is a clear statement from Mach Basic 2003, and the fear that the target audience of the press is increasingly migrating to the Internet does not seem to be coming true - at least for the time being. The popularity of the print media confirms its central role as a platform and shaper of social discourse.
At the same time, however, the advertising market continues to stutter in a worrying manner. Yet now would be the ideal time for advertising investors to return. After all, advertisers would benefit first and foremost from the increased attention that the press is currently receiving. In view of the growing hope that the global economy will recover soon, the reluctance of advertisers should now recede into the background.
Anything else simply makes no sense.
> Daniel Schifferle, Head of Media
Newspapers together attract over 600,000 additional readers within a year. Taken together, the Sunday press, commuter market and magazines attract almost one and a half million additional readers to the Swiss print media.
The print media currently have the sympathy of the media audience on their side. This is a clear statement from Mach Basic 2003, and the fear that the target audience of the press is increasingly migrating to the Internet does not seem to be coming true - at least for the time being. The popularity of the print media confirms its central role as a platform and shaper of social discourse.
At the same time, however, the advertising market continues to stutter in a worrying manner. Yet now would be the ideal time for advertising investors to return. After all, advertisers would benefit first and foremost from the increased attention that the press is currently receiving. In view of the growing hope that the global economy will recover soon, the reluctance of advertisers should now recede into the background.
Anything else simply makes no sense.
> Daniel Schifferle, Head of Media
