Cash readership halved
Mach Basic Whichever way Ringier looks at it, the reach of Cash Daily is only half that of Cash.
Mach Basic Whichever way Ringier looks at it, the reach of Cash Daily is only half that of Cash.Ringier's young free business newspaper Cash Daily is not yet included in Mach Basic 2007-2 (see page 24). However, a special Wemf study conducted from September 2006 to March 2007 shows respectable figures: The free title reached 67000 readers in the first semester. Half of them had a high level of education and a monthly income of over 8,000 francs, 39 percent had a management position, but instead of sticking to these figures, Ringier communicated an extrapolation on September 11: based on the special study and the average of 52,000 copies of Cash Daily distributed at the time, Christoph Bauer, Head of Business Media, arrived at 1.3 readers per copy (LPE). He then makes a leap in time: since the end of May 2007, Cash Daily has been selling 98,000 copies a day, he writes. 98,000 times 1.3 LPE therefore equals 127,000 current readers. Bauer also reports that 31,500 people have registered for the online edition. He assumes that just under half of them are readers. This gives him a current reach of around 140,000 readers.
Bauer's calculation may or may not be correct. He assumes that the LPE value remains the same after doubling the circulation. However, a higher circulation density could also reduce the LPE value. The question arises as to why Ringier feels compelled to make such calculations. Probably because they are disappointed. After all, Cash Weekly selig last reported 279,000 readers. Cash Daily must be measured against this figure. But even with a bold extrapolation and assumed online readers, the free paper only reaches half of this figure today. Ringier also knows that the other half is lost.
Something else must also have unsettled Ringier internally: In February, an initial survey conducted by the Publicom Institute for Cash Daily revealed a 40 percent share of women. At the time, Ringier triumphed over "the highest proportion of women of all business media". Now, however, the Wemf shows only 26 percent female readers, which puts the Ringier title in last place among the business papers. Incidentally, the proportion of women at Cash Weekly was recently 33 percent.
Markus Knöpfli
Bauer's calculation may or may not be correct. He assumes that the LPE value remains the same after doubling the circulation. However, a higher circulation density could also reduce the LPE value. The question arises as to why Ringier feels compelled to make such calculations. Probably because they are disappointed. After all, Cash Weekly selig last reported 279,000 readers. Cash Daily must be measured against this figure. But even with a bold extrapolation and assumed online readers, the free paper only reaches half of this figure today. Ringier also knows that the other half is lost.
Something else must also have unsettled Ringier internally: In February, an initial survey conducted by the Publicom Institute for Cash Daily revealed a 40 percent share of women. At the time, Ringier triumphed over "the highest proportion of women of all business media". Now, however, the Wemf shows only 26 percent female readers, which puts the Ringier title in last place among the business papers. Incidentally, the proportion of women at Cash Weekly was recently 33 percent.
Markus Knöpfli
