Le Matin Bleu has 244,000 readers

Five months after its first edition, the free newspaper Le Matin Bleu in French-speaking Switzerland has 244,000 regular readers. This is the result of a survey conducted by market researcher Link Institut, in which 1842 people were questioned between November 2005 and March 2006. 47.5 % of readers belong to the group of young active urbanites, 15 to 34-year-olds, who give the Edipresse free product an affinity index of 138. The paper is read by 48 % women and 52% men. The survey also shows that the launch of the rival newspaper 20 minutes from Tamedia has not yet had any impact on readership figures. On the contrary, the figures for the month of March have risen to 289,000 readers. Le Matin Bleu is not yet included in the current WEMF surveys; the advertising media researcher's first figures on the free newspaper market in Switzerland will follow in September.