Let's take the example of the Tages-Anzeiger media brand: The WEMF study MACH Basic 2010-2 shows that the newspaper has 473,000 readers per issue (LpA). And the Net Metrix Profile 2010-2 study showed that Tagesanzeiger. ch generates 338,000 unique users per week (UUpW). The Tages-Anzeiger brand therefore has a gross weekly reach of 811,000 people. But how many of them consult both the newspaper and the website? And how many read exclusively on paper, how many exclusively on the portal? Are those who primarily use Tagesanzeiger.ch urban, young and female, or do they tend to live in the countryside, are they middle-aged and male? And are there changes in usage among this clientele, for example away from the newspaper and towards the Internet? Or does the online edition appeal to a completely different, new audience? The publishers have not yet been able to answer all these questions.

With the new joint pilot study "Total Audience 1.0", WEMF and Net Metrix now want to remedy this situation. As the name suggests, the study provides more precise information about the total audience of media brands. In the case of the Tages-Anzeiger, this means that 83,000 people currently read the print edition every day and consult the portal at least once a week. This means that this media brand is used by 728,000 different people every week (= net reach of Tages-Anzeiger and Tagesanzeiger.ch). 390,000 of them obtain their information only from the newspaper, and 255,000 access it exclusively online. Information on the age, gender and region of residence of the users can of course also be retrieved. However, it will only be possible to determine whether and how this usage changes with follow-up studies.

However, cross-evaluations are possible, for example between Blick and NZZOnline. The result: 32,000 of the total of 638,000 Blick readers also consult the Nzz.ch portal at least once a week, which is used by a total of 319,000 people every week. This means that advertising in both media reaches 925,000 different people.

The pilot study "Total Audience 1.0" was conducted for 23 newspapers, 3 magazines and 15 websites (including A-z.ch, Scout24 and Newsnetz.ch), which paid extra for the study.

For the new intermedia approach, WEMF had to collect additional data on the use of websites from the people who had been surveyed for MACH Basic 2010-2 by means of follow-up interviews. The corresponding answers now form a kind of bridge to the Net Metrix Profile 2010-2, where such hinge questions have been standard since the launch four years ago. Incidentally, this also applies to the new MACH 3 research system (see Article MACH 3 in a 1:1 test). MACH 3 will also include questions on the online and mobile use of newspaper content as part of the research concept. The "Total Adience 1.0" study is different: Here, the use of apps is not yet included because the survey ended in March 2010.

Markus Knöpfli
 

20 Minuten reaches 2.2 million people every week. According to its own figures, "Total Audience 1.0" shows a total of 2.188 million users for the print and online offerings of 20 Minuten in German-speaking and French-speaking Switzerland - excluding double users. In German-speaking Switzerland, 20 Minuten reaches 1.633 million users per week, while 20minutes in French-speaking Switzerland has 551,000. These figures include readers of the newspapers 20 Minuten and 20 minutes, users of the websites 20minuten.ch and 20minutes.ch and the portal Piazza. ch. However, the people magazine 20 Minuten Friday was not included. (mk)
 

Let's take the example of the Tages-Anzeiger media brand: the Wemf study Mach Basic 2010-2 shows that the newspaper has 473,000 readers per issue (LpA). And the Net Metrix-Profile 2010-2 study showed that Tagesanzeiger.ch generates 338,000 unique users per week (UUpW). The Tages-Anzeiger brand therefore has a gross weekly reach of 811,000 people. But how many of them consult both the newspaper and the website? And how many read exclusively on paper, how many exclusively on the portal? Are those who primarily use Tagesanzeiger.ch urban, young and female - or do they tend to live in the countryside, are they middle-aged and male? And are there changes in usage among this clientele - for example, away from the newspaper and towards the Internet? Or does the online edition appeal to a completely different, new audience? The publishers have not yet been able to answer all these questions.

With the joint pilot study "Total Audience 1.0", which will be published this Friday morning, Wemf and Net Metrix want to remedy this situation. As the name suggests, the study provides more precise information about the total audience of media brands. In the case of the Tages-Anzeiger, this means that 83,000 people currently read the print edition every day and consult the portal at least once a week. This means that this media brand is used by 728,000 different people every week (= net reach of Tages-Anzeiger and Tagesanzeiger.ch). 390,000 of them obtain their information only from the newspaper and 255,000 access it exclusively online. Information on the age, gender and region of residence of the users can of course also be retrieved. However, it will only be possible to determine whether and how this usage changes with follow-up studies.

However, cross-evaluations are possible, for example between Blick and NZZ-Online. The result: 32,000 of the total of 638,000 Blick readers also consult the nzz.ch portal at least once a week, which is used by a total of 319,000 people every week. This means that advertising in both media reaches 925,000 different people.

The pilot study "Total Audience 1.0" was conducted for 23 newspapers, 3 magazines and 15 websites (including A-z.ch, Scout24 and Newsnetz.ch), which paid extra for the study.

For the new intermedia approach, Wemf had to collect additional data on the use of websites from the people who had been surveyed for Mach Basic 2010-2 by means of follow-up interviews. The corresponding answers now form a kind of bridge to the Net Metrix Profile 2010-2, where such hinge questions have been standard since the launch four years ago. Incidentally, this also applies to the new Mach 3 research system, which will be presented in the next issue of Werbewoche on March 4. Mach 3 will also include questions on the online and mobile use of newspaper content as part of the research concept. The "Total Adience 1.0" study is different: Here, the use of apps is not yet included because the survey ended in March 2010.

Markus Knöpfli

(Image: Keystone)