Mach Basic: Swiss remain a nation of newspaper and magazine readers
The readership figures for Mach Basic 2011-2 show that the Swiss continue to read newspapers and magazines regularly. Almost all paid newspapers gained readers last year.
90.2 percent of the Swiss population aged 14 and over read more or less regularly at least one of the newspapers and 90.8 percent one of the magazines participating in Mach Basic, according to Wemf on Tuesday.
These values have remained relatively stable over the past ten years, it adds: as the following table shows, the overall net reach of titles published in Mach Basic varies between 90.2 percent and 92.4 percent for daily, weekly and Sunday press, and between 90.1 percent and 94.3 percent for magazines.
The Mach Consumer 2011-2 study is published at the same time as Mach Basic 2011-2. The largest continuous consumer media study in Switzerland covers around 20 markets and 60 submarkets, as well as 750 shopping locations/stores, and provides consumption-relevant data on the readerships of the titles in the Mach research system.
Almost all paid newspapers gained readers last year. The press continues to be led by the free papers, which were able to extend their clear lead even further. The most popular daily newspaper remains the commuter paper 20 minuteswhich was read by an average of 1'379'000 people between April 2010 and April 2011. 20 Minuten thus gained around 27'000 or 2 percent readers compared with the previous period.
The also free Evening view recorded an increase of five percent to 635'000 readers. However, the gains made by free newspapers were not at the expense of paid daily newspapers, which were also read more again than in the previous period (September 2009 to September 2010).
The View suffered a slight drop in readership of 0.2 percent, but remained the strongest paid daily newspaper with 622'000 readers.
At a clear distance follows the Tages-Anzeigerwhich was read by an average of 508'000 people. It thus achieved growth of over 6 percent. Behind it, the overall edition of the Aargauer newspaper, the Bernese Newspaper and the Confederation, the NZZ, the New Lucerne Newspaper, the St. Galler Tagblattthe Zurich regional newspapers and the Südostschweiz, between 1'000 and 9'000 new readers.
The only exception was the Basel NewspaperThe paper suffered a loss of 14,000 readers (-8 percent). Last year, the sale of the newspaper and unresolved ownership issues had made headlines.
The positive trend for daily newspapers does not apply to French-speaking Switzerland: there, some newspapers, including 20 minutes (461'000/-2 percent) or Le Temps (119'000/-3 percent) recorded slight declines. Others such as Le Matin (266'000/+0.8 percent), Tribune de Genève (138'000/+3 percent) or the Neuchâtel L'Express (61'000/+11 percent), on the other hand, posted gains.
In the case of the Sunday press, the Sunday View was in the lead, but suffered a drop of 5 percent to 825'000 readers (-48'000 readers). The Sunday Newspaper (758'000) and the NZZ on Sunday (490'000), on the other hand, remained stable.
Because the Sunday (352'000) launched new, regional sub-issues in October 2010, its figures are not comparable with the previous year. The Central Switzerland on Sunday increased by 3 percent (184'000); the Südostschweiz am Sonntag by just under 1 percent (109'000).
Ringier justifies the slump at Sonntagsblick with the difficult economic times: Sonntagsblick is more dependent than the other Sunday newspapers on retail sales at newsstands or in boxes, the publishing house said in response to an inquiry from the SDA news agency. Economically difficult times are immediately felt much more strongly at the kiosk.
On the other hand, the free weekly newspapers increased their readership. Coop Newspaper (2'682'000/+0.6 percent) and Migros Magazine (2'349'000/+0.4 percent), which thus remain the most widely read magazines in Switzerland. In third place comes the Ktippbut lost around 2 percent of its readers (1'040'000).
The relatively biggest leap forward among weekly publications was made by the politically left-leaning Weekly newspaper. It increased by 16 percent to 114'000 readers. The right-wing conservative Weltwoche lost almost 2 percent readers (329'000). In absolute readership terms, Geo (817'000/+20'000) made the most headway.
Mach Consumer
The Mach Consumer 2011-2 study is published at the same time as Mach Basic 2011-2. The largest continuous consumer media study in Switzerland covers around 20 markets and 60 submarkets, as well as 750 shopping locations/stores, and provides consumption-relevant data on the readerships of the titles in the Mach research system.
Mach Cinema 2011: Valid data for the medium of cinema
This is the third issue of Mach Cinema. It is published in two editions - Mach Cinema Basic and Mach Cinema Consumer. With differentiated statements on seasonal reach, the medium of cinema has become independent, and by coupling survey data with data from ticket sales statistics, a hard currency is available for planning the medium of cinema. Today's cinema research is made possible by Wemf's collaboration with Publicitas Cinecom and ProCinema.
New offer for media houses
Wemf's Product Consulting evaluates the most important results for publishers who cannot access corresponding resources internally. The offer for the MachBasic 2011-2 includes, on the one hand, sociodemographic structure and performance values of the publisher's own title and that of a competitor according to standardized criteria, and on the other hand, a time series of ten years on LpA (readers per issue), WLK (widest readership), and LpE (readers per copy). The offer for Mach Consumer 2011-2 includes consumption-related structure and performance values of the company's own title and that of a competitor according to standardized characteristics.
