The private sells best
Special Report: Publications for personal use are booming, while those that take readers on a journey to faraway places are less in demand.
Specialist press Publications for the private sphere are booming, and there is less demand for faraway places. The boost that the business and daily press is lacking is taking place to an extraordinary extent in a completely different print category. Titles that focus on the private sphere, far removed from political or financial issues, are more popular than ever before. Taking care of yourself and staying fit, furnishing your home comfortably and cultivating your hobbies - these are the things that currently interest Mr. and Mrs. Swiss the most. At least that's one of the major trends that the current Mach Basic shows.
The list of top winners speaks for itself: half of the 18 titles with the highest growth are those that focus on the private sphere. AZ Fachverlage benefited particularly from this trend with its two titles Sport-Magazin and Fit for Life. The sports magazine launched at the beginning of 2000 is still going strong and has increased its readership by 68,000 (+19 percent). The new partner is probably not entirely innocent of the strong boost the magazine is experiencing. In January 2004, the sports magazine entered into a cooperation with the magazine specialist Ringier. Since then, the two publishers have published the magazine as equal partners. With Ringier on board, the current upswing is likely to continue.
However, the Aargau-based magazine Fit for Life, which has already been successful on the market for some time, also enjoyed a strong growth spurt. The magazine for active sports enthusiasts increased by 26,000 readers, which corresponds to growth of +16.7 percent.
Focus on the house and garden
Alongside sport and fitness, house and home are becoming increasingly important. This is equally evident in all three major Swiss-German home magazines: Space and living can be
audience by 25,000 to 28,000 readers (+9.8 percent). However, its competitor Ideales Heim, which is currently a good 100,000 readers behind, has also benefited from the increased focus on the
private environment: The magazine increased by 18,000 readers, which corresponds to growth of 11.5 percent. Schöner Wohnen, the Swiss-German market leader in the home furnishings sector, only just missed out on the consecration of significance with 17,000 additional readers.
The fact that the clocks in the specialty press sector in French-speaking Switzerland
The fact that people tick differently is particularly evident in the case of home magazines. In contrast to the run on such titles in German-speaking Switzerland, there was a lull in French-speaking Switzerland. The corresponding leading magazine Art&Décoration lost a (non-significant) 13,000 readers (-9.1 percent).
than in the previous year.
On the other hand, the marked upward trend of Schweizer Garten, which has increased its readership by 35,000 or a good fifth in the space of a year, is evidence of the growing importance of private space in German-speaking Switzerland.
Enjoyment has a high priority
It goes without saying that this also includes the physical well-being. At least that's how the strong growth of Le Menu reads. The dairy association's magazine has seen an increase of 28,000 readers (+17%). Its competitor Saison-Küche is only slightly less successful, but with a (non-significant) increase of 26,000 readers (+5.3 percent), it is also experiencing a comfortable upswing.
The Ticino edition Cucina di stagione was even more successful with 9,000 additional readers (+32.1 percent) in view of the much smaller market. On the other hand, a little more impetus
expected from the AZ Media Group's still young cooking
17,000 new readers (+6.1 percent), however, also showed a clear upward trend. The fact that the desire for enjoyment is increasingly focused on the immediate surroundings is also demonstrated by the current upward trend of the organ of the Swiss Alpine Club. Die Alpen increased its audience by almost a quarter with a gain of 26,000 readers.
And even those people who prefer to explore the country on wheels
showed an increased demand for the corresponding specialty magazines. Motorrad, for example, is on a roll with 17,000 additional readers (+13.6 percent). On the other hand, there seems to be less of a trend towards faraway and exotic destinations at the moment. Despite an extensive Switzerland section, Geo lost 59,000 readers (-6.5 percent), securing the magazine a place in the list of the 20 biggest losers. The same applies to Animan in French-speaking Switzerland, which lost 30,000 readers.
less (-13.7 percent). Tierwelt, on the other hand, which is more of an exotic marketplace than an animal magazine, increased significantly by 30,000
readers (+8.9 percent).
Health topics are still top
It is obvious that the growing importance of the immediate environment also includes an increased focus on health. This is also confirmed by the rising contact figures for most magazines in this area. Puls-Tipp, for example, recorded strong growth of 24,000 readers (+3.7 percent). With 68,000 net contacts, the magazine is now one of the top five paid titles in German-speaking Switzerland. It is followed only a short distance behind by GesundheitSprechstunde, which has now taken a break after climbing in previous years. It remains to be seen whether the recently announced relaunch will help to tap further potential in the limited reader market.
The senior press, on the other hand, has it easier, as its audience potential is growing rapidly due to an ageing society. As in previous years, when it enjoyed strong growth, the (non-significant) trend is continuing upwards.
The steepest growth was in French-speaking Switzerland, where Générations can count 11,000 new readers (+12.6 percent) among its community. However, Zeitlupe also saw above-average growth in German-speaking Switzerland, with an increase of 7,000 readers (+5.8 percent).
French-speaking Switzerland also performed better in the consumer press. Bon à Savoir, Hans Räz's successful title, increased its readership by 50,000 (+14.7 percent). The counterpart to K-Tipp in German-speaking Switzerland has thus climbed to second place among the best-selling titles in French-speaking Switzerland and is now just behind Le
Matin Dimanche.
The money guide Tout compte fait, which is only a year old but is already participating in Mach Basic, already has 68,000 readers. This means that the consumer press in French-speaking Switzerland can look forward to a total of almost 120000 additional contacts.
However, it is not possible to determine exactly how this category fared in German-speaking Switzerland. The reason for this is the absence of Saldo from the readership study. It therefore remains unclear whether the slight downward trend in K-Tipp was compensated for by its advertising-free sister magazine or not.
Publications dedicated to the topic of food are experiencing a strong upswing.
Daniel Schifferle
The list of top winners speaks for itself: half of the 18 titles with the highest growth are those that focus on the private sphere. AZ Fachverlage benefited particularly from this trend with its two titles Sport-Magazin and Fit for Life. The sports magazine launched at the beginning of 2000 is still going strong and has increased its readership by 68,000 (+19 percent). The new partner is probably not entirely innocent of the strong boost the magazine is experiencing. In January 2004, the sports magazine entered into a cooperation with the magazine specialist Ringier. Since then, the two publishers have published the magazine as equal partners. With Ringier on board, the current upswing is likely to continue.
However, the Aargau-based magazine Fit for Life, which has already been successful on the market for some time, also enjoyed a strong growth spurt. The magazine for active sports enthusiasts increased by 26,000 readers, which corresponds to growth of +16.7 percent.
Focus on the house and garden
Alongside sport and fitness, house and home are becoming increasingly important. This is equally evident in all three major Swiss-German home magazines: Space and living can be
audience by 25,000 to 28,000 readers (+9.8 percent). However, its competitor Ideales Heim, which is currently a good 100,000 readers behind, has also benefited from the increased focus on the
private environment: The magazine increased by 18,000 readers, which corresponds to growth of 11.5 percent. Schöner Wohnen, the Swiss-German market leader in the home furnishings sector, only just missed out on the consecration of significance with 17,000 additional readers.
The fact that the clocks in the specialty press sector in French-speaking Switzerland
The fact that people tick differently is particularly evident in the case of home magazines. In contrast to the run on such titles in German-speaking Switzerland, there was a lull in French-speaking Switzerland. The corresponding leading magazine Art&Décoration lost a (non-significant) 13,000 readers (-9.1 percent).
than in the previous year.
On the other hand, the marked upward trend of Schweizer Garten, which has increased its readership by 35,000 or a good fifth in the space of a year, is evidence of the growing importance of private space in German-speaking Switzerland.
Enjoyment has a high priority
It goes without saying that this also includes the physical well-being. At least that's how the strong growth of Le Menu reads. The dairy association's magazine has seen an increase of 28,000 readers (+17%). Its competitor Saison-Küche is only slightly less successful, but with a (non-significant) increase of 26,000 readers (+5.3 percent), it is also experiencing a comfortable upswing.
The Ticino edition Cucina di stagione was even more successful with 9,000 additional readers (+32.1 percent) in view of the much smaller market. On the other hand, a little more impetus
expected from the AZ Media Group's still young cooking
17,000 new readers (+6.1 percent), however, also showed a clear upward trend. The fact that the desire for enjoyment is increasingly focused on the immediate surroundings is also demonstrated by the current upward trend of the organ of the Swiss Alpine Club. Die Alpen increased its audience by almost a quarter with a gain of 26,000 readers.
And even those people who prefer to explore the country on wheels
showed an increased demand for the corresponding specialty magazines. Motorrad, for example, is on a roll with 17,000 additional readers (+13.6 percent). On the other hand, there seems to be less of a trend towards faraway and exotic destinations at the moment. Despite an extensive Switzerland section, Geo lost 59,000 readers (-6.5 percent), securing the magazine a place in the list of the 20 biggest losers. The same applies to Animan in French-speaking Switzerland, which lost 30,000 readers.
less (-13.7 percent). Tierwelt, on the other hand, which is more of an exotic marketplace than an animal magazine, increased significantly by 30,000
readers (+8.9 percent).
Health topics are still top
It is obvious that the growing importance of the immediate environment also includes an increased focus on health. This is also confirmed by the rising contact figures for most magazines in this area. Puls-Tipp, for example, recorded strong growth of 24,000 readers (+3.7 percent). With 68,000 net contacts, the magazine is now one of the top five paid titles in German-speaking Switzerland. It is followed only a short distance behind by GesundheitSprechstunde, which has now taken a break after climbing in previous years. It remains to be seen whether the recently announced relaunch will help to tap further potential in the limited reader market.
The senior press, on the other hand, has it easier, as its audience potential is growing rapidly due to an ageing society. As in previous years, when it enjoyed strong growth, the (non-significant) trend is continuing upwards.
The steepest growth was in French-speaking Switzerland, where Générations can count 11,000 new readers (+12.6 percent) among its community. However, Zeitlupe also saw above-average growth in German-speaking Switzerland, with an increase of 7,000 readers (+5.8 percent).
French-speaking Switzerland also performed better in the consumer press. Bon à Savoir, Hans Räz's successful title, increased its readership by 50,000 (+14.7 percent). The counterpart to K-Tipp in German-speaking Switzerland has thus climbed to second place among the best-selling titles in French-speaking Switzerland and is now just behind Le
Matin Dimanche.
The money guide Tout compte fait, which is only a year old but is already participating in Mach Basic, already has 68,000 readers. This means that the consumer press in French-speaking Switzerland can look forward to a total of almost 120000 additional contacts.
However, it is not possible to determine exactly how this category fared in German-speaking Switzerland. The reason for this is the absence of Saldo from the readership study. It therefore remains unclear whether the slight downward trend in K-Tipp was compensated for by its advertising-free sister magazine or not.
Publications dedicated to the topic of food are experiencing a strong upswing.
Daniel Schifferle
