Cross-media strategies: print and online strengthen Swiss media brands

The latest intermedia media study by WEMF AG für Werbemedienforschung sheds light on how the print and online offerings of Swiss news brands interact successfully. MACH Total Audience 2024-2 combines the readership figures of the printed editions with the user data of the digital offerings and provides a comprehensive insight into the cross-media reach. The significant increase in combined reach is particularly noteworthy: for example, the total reach of daily newspapers increases by an average of 60 percent through the integration of online offerings. Conversely, online offerings also benefit from the inclusion of their printed counterparts with an increase in reach of 127 percent.

However, the figures also show that users have a clear preference for one of the two channels: Only 13% of respondents use both print and digital offerings. This illustrates the importance of the targeted use of individual channels to address the preferred target groups. The results confirm that a cross-media approach is essential for media companies to maximize their reach and successfully serve different target groups.

The study was conducted by WEMF AG in collaboration with Mediapulse AG and is based on data from MACH Basic 2024-2 and Mediapulse Online Content Audience Data 2024 Semester 1.