Swiss print media with stable reach

The latest data from the press and cinema reach research conducted by Wemf AG für Werbemedienforschung shows that the Swiss continue to be newspaper readers. The readership figures from MACH Basic 2006-2, published twice a year, have remained stable since 2000. Nine out of ten people read a newspaper more or less regularly. Even more, namely 93.1 percent, read at least one magazine.
The daily press now reaches 77.5 percent of the population (2000: 75.1 percent). The Sunday press increased from 40.3 to 43.5 percent, the regional weekly press from 42.1 to 49.2 percent. There was no change in program guides, which reach 50 percent of the population. News and themed magazines did not increase either: they reach 37% of the population. Only the financial and business press saw a decline in reach, reaching 14.1% of the population.

For most newspapers and magazines, the changes compared to the previous year are not particularly large, with slightly declining figures overall. Only 20 Minuten recorded a significant increase. The free newspaper grew by 18 percent to 1,116,000 copies, not least thanks to its expansion into eastern Switzerland. Thanks to the Basellandschaftliche Zeitung, the Mittelland Zeitung was able to increase its circulation by 15 percent to 449,000 copies and is now in fourth place in the circulation charts behind 20 Minuten, Blick and Tages-Anzeiger.

You can read detailed analyses of MACH Basic 2006-2 readership figures for newspapers and magazines in the current issue of Werbewoche No. 32.