The youth dances with all media
Target groups Reaching the young audience with targeted advertising is becoming more and more of a showpiece for media planners. Wemf's Mach studies serve as a guide in the confusing reading menu of young people.
Target groups Reaching the young audience with targeted advertising is becoming more and more of a masterstroke for media planners. Wemf's Mach studies serve as a guide in the confusing reading menu of young people. How do you appeal to young people today who have a reputation for not reading free newspapers at all or only reading them? Simple answers to these questions are hard to find. The days are long gone when advertisers could rely on a few youth titles to comfortably cover their target group. Today, young people browse through a wide range of print titles. Their reading consists of eagerly consumed lifestyle and leisure-oriented titles such as Seventh Sky, Film imnächst or Kult. But they also stick their noses into 20 Minuten, the NZZ-Folio or Die Weltwoche.
But how do advertisers place their messages in the right place in the face of this increasingly complex user reality? Tools such as Mach Basic and Mach Consumer can help. These Wemf studies not only show who reads what, they also provide information about consumer behavior and readers' interests.
The youth pool of the Zurich-based marketing company Mediabox put it to the test. It took part in Mach for the first time this year and examined how its three basic titles Seventh Sky, Forecast and Kult fared against a competitive environment consisting of twelve titles: Annabelle, Bilanz, Bolero, Cosmopolitan, Das Magazin, Die Weltwoche, Facts, Film demnächst, Good News Magazin, Hochparterre, NZZ-Folio and Schöner Wohnen.
However, this comparison must take into account that
Mediabox focuses on a minority of 18- to 34-year-olds with a fixed high household income of over CHF 8,000 per month. This is also reflected in the small number of cases: There are only a few tens of thousands of people who can be assigned to this "affluent" youth segment.
Lifestyle titles closer to consumption
The most important statement in brief: The more one approaches consumer topics, the better the newer print products positioned explicitly as youth titles perform. However, if the focus is more on political attitudes and other intangible values, the reach of classic titles such as NZZ-Folio, Die Weltwoche, Facts or Das Magazin is all the greater.
This is confirmed, for example, when the age group of 18 to 34-year-olds is combined with the characteristic "strongly interested in national and international politics". In terms of reach, the NZZ-Folio is clearly ahead, followed by Facts and Weltwoche. The more leisure and lifestyle-oriented titles in the youth pool, on the other hand, can only be found in the bottom half of the ranking. The picture is different, however, if the focus is on consumer behavior rather than political interest. When it comes to the characteristic "strongly interested in consumer electronics", the youth pool moves up to third place - only Facts and Film soon perform even better. A very similar picture emerges for the characteristic "strongly interested in clothing and fashion". Contrary to expectations, it is not the classic fashion titles that come out on top. In front of them posi-
Facts, NZZ-Folio, Film demnächst and the youth pool Basic.
These titles also have the highest reach when searching for the characteristic "strongly interested in cars". Only with
In the category "strongly interested in cosmetics, body care and beauty", women's magazines such as Cosmopolitan and Annabelle are at the top of the list. The same applies to "strong interest in living, furnishing and furniture". However, it is also interesting to note that NZZ-Folio or Facts are better able to reach the target group in question than publications that focus specifically on these topics, such as Schöner Wohnen or Hochparterre, which even came last in the ranking. The ranking of the titles is quite different again if affinity is taken as the measure of all things. In this case, the Mediabox magazines consistently perform best.
Clothing and fashionStrongly interested in clothing and fashion, 18- to 34-year-olds, HHE 8000+
Affinity to range within projection
Population Target group (in %) '000
Facts 151 19.4 54
NZZ Folio 114 17.8 50
Film coming soon 249 17.0 47
Basic youth pool 389 15.7 44
Annabelle 161 14.2 40
Cosmopolitan 279 13.7 38
Balance sheet 122 13.7 38
Schöner Wohnen 111 12.8 36
The magazine 101 12.3 34
Die Weltwoche 104 11.1 31
Good News Magazine 229 6.8 19
Bolero 231 5.6 16
Mezzanine floor 102 1,3 4
Source: Mach 2003
Cosmetics, body care and beauty Strongly interested in cosmetics, body care and beauty, 18- to 34-year-olds, HHE 8000+
Affinity to range within projection
Population Target group (in %) '000
Facts 136 17.4 39
Cosmopolitan 321 15.7 35
Annabelle 173 15.3 34
Movie coming soon 220 15.0 34
NZZ-Folio 93 14.5 33
Youth Pool Basic 330 13.3 30
Schöner Wohnen 114 13.2 30
Balance sheet 100 11.2 25
The magazine 84 10.2 23
Die Weltwoche 91 9.7 22
Bolero 234 5.6 13
Good News Magazine 181 5.3 12
Mezzanine floor 69 0.8 2
Source: Mach 2003
Daniel Schifferle
But how do advertisers place their messages in the right place in the face of this increasingly complex user reality? Tools such as Mach Basic and Mach Consumer can help. These Wemf studies not only show who reads what, they also provide information about consumer behavior and readers' interests.
The youth pool of the Zurich-based marketing company Mediabox put it to the test. It took part in Mach for the first time this year and examined how its three basic titles Seventh Sky, Forecast and Kult fared against a competitive environment consisting of twelve titles: Annabelle, Bilanz, Bolero, Cosmopolitan, Das Magazin, Die Weltwoche, Facts, Film demnächst, Good News Magazin, Hochparterre, NZZ-Folio and Schöner Wohnen.
However, this comparison must take into account that
Mediabox focuses on a minority of 18- to 34-year-olds with a fixed high household income of over CHF 8,000 per month. This is also reflected in the small number of cases: There are only a few tens of thousands of people who can be assigned to this "affluent" youth segment.
Lifestyle titles closer to consumption
The most important statement in brief: The more one approaches consumer topics, the better the newer print products positioned explicitly as youth titles perform. However, if the focus is more on political attitudes and other intangible values, the reach of classic titles such as NZZ-Folio, Die Weltwoche, Facts or Das Magazin is all the greater.
This is confirmed, for example, when the age group of 18 to 34-year-olds is combined with the characteristic "strongly interested in national and international politics". In terms of reach, the NZZ-Folio is clearly ahead, followed by Facts and Weltwoche. The more leisure and lifestyle-oriented titles in the youth pool, on the other hand, can only be found in the bottom half of the ranking. The picture is different, however, if the focus is on consumer behavior rather than political interest. When it comes to the characteristic "strongly interested in consumer electronics", the youth pool moves up to third place - only Facts and Film soon perform even better. A very similar picture emerges for the characteristic "strongly interested in clothing and fashion". Contrary to expectations, it is not the classic fashion titles that come out on top. In front of them posi-
Facts, NZZ-Folio, Film demnächst and the youth pool Basic.
These titles also have the highest reach when searching for the characteristic "strongly interested in cars". Only with
In the category "strongly interested in cosmetics, body care and beauty", women's magazines such as Cosmopolitan and Annabelle are at the top of the list. The same applies to "strong interest in living, furnishing and furniture". However, it is also interesting to note that NZZ-Folio or Facts are better able to reach the target group in question than publications that focus specifically on these topics, such as Schöner Wohnen or Hochparterre, which even came last in the ranking. The ranking of the titles is quite different again if affinity is taken as the measure of all things. In this case, the Mediabox magazines consistently perform best.
Clothing and fashionStrongly interested in clothing and fashion, 18- to 34-year-olds, HHE 8000+
Affinity to range within projection
Population Target group (in %) '000
Facts 151 19.4 54
NZZ Folio 114 17.8 50
Film coming soon 249 17.0 47
Basic youth pool 389 15.7 44
Annabelle 161 14.2 40
Cosmopolitan 279 13.7 38
Balance sheet 122 13.7 38
Schöner Wohnen 111 12.8 36
The magazine 101 12.3 34
Die Weltwoche 104 11.1 31
Good News Magazine 229 6.8 19
Bolero 231 5.6 16
Mezzanine floor 102 1,3 4
Source: Mach 2003
Cosmetics, body care and beauty Strongly interested in cosmetics, body care and beauty, 18- to 34-year-olds, HHE 8000+
Affinity to range within projection
Population Target group (in %) '000
Facts 136 17.4 39
Cosmopolitan 321 15.7 35
Annabelle 173 15.3 34
Movie coming soon 220 15.0 34
NZZ-Folio 93 14.5 33
Youth Pool Basic 330 13.3 30
Schöner Wohnen 114 13.2 30
Balance sheet 100 11.2 25
The magazine 84 10.2 23
Die Weltwoche 91 9.7 22
Bolero 234 5.6 13
Good News Magazine 181 5.3 12
Mezzanine floor 69 0.8 2
Source: Mach 2003
Daniel Schifferle
