A look at third place

 
Mach Basic I The KombiNation advertising pool, reported for the first time, roughly sets the rate for Blick.883,000 readers or 20.9 percent of all German-speaking Swiss - this is the combined reach of Blick and the free evening paper Heute. This is according to Mach Basic 2008-1, which shows KombiNation, the joint advertising pool of the two Ringier titles, for the first time. This once again highlights Ringier's strategy with the Blick brand: thanks to the renaming of Heute alone, the Blick label will be strengthened by 200,000 readers. The Blick reach will then be higher than it has ever been since Wemf has been collecting reach data based on the LpA value. KombiNation also has a readership share of 39 percent among young people (14 to 34-year-olds), 5 percentage points more than Blick solo. The difference between the genders is less pronounced: 38% of Blick solo readers are women, compared to 40% for KombiNation. However, it is questionable whether this reader structure can be maintained after the renaming. The young brand Heute has its USP among young adults, 54 percent of readers are 34 years old or younger. It will probably take a lot to get them used to the Blick brand.
Another note: together with Heute, Blick is now in third place in terms of reach, after 20 Minuten with 29.5 percent and Metropool with 25.6 percent. It remains to be seen what the ranking will look like as soon as the News and .ch figures are published.
 
Markus Knöpfli