What leaders read
The MA Leader 2007 study presented on Tuesday by the advertising media research company WEMF focuses on the use of newspapers, magazines and selected publisher websites by the target groups of "Leaders" and "Top Leaders".
The MA Leader 2007 study presented on Tuesday by advertising media research company WEMF focuses on the use of newspapers, magazines and selected publisher websites by the "Leader" and "Top Leader" target groups. This media data is supplemented by a wide range of information on the professional activities and consumer habits of this premium target group of 225,000 people. In addition to information on the sector, company size and employment status of the managers, the data on professional activity also contains information on the responsibilities and decision-making powers of the "Leaders" and "Top Leaders". The consumer section of the study provides information on their personal interests, private possessions and purchasing intentions. Le Matin Dimanche clearly shows the best performance of all Swiss titles, and not only in terms of its language region: the Sunday paper is the only title that reaches more than half of all managers in French-speaking Switzerland (a total of 51,000 leaders and 24,000 top leaders) every week. Compared to the MA Leader 2003, in which the paper participated for the last time, it was even able to increase its figures.
Only the monthly magazine NZZ-Folio achieves a similar performance in German-speaking Switzerland. It achieves a reach of 54.4 percent - albeit only among the top leaders - and a mere 46.2 percent among the leaders. However, the NZZ-Folio is still the best in Switzerland in one respect: it reaches the most Swiss managers in absolute terms, namely a total of 80,000 leaders and 47,000 top leaders. Although it is on a par with the SonntagsZeitung (SoZ) in terms of leaders, the monthly magazine was able to slightly increase its lead over the SoZ in terms of top leaders.
Another comparison of titles from the NZZ and Tamedia publishing houses: Tagi now has 2000 more readers than NZZ among the leaders; two years ago, both titles attracted the same level of interest in this target group. Among the top leaders, however, the NZZ is still ahead.
The magazine recorded the largest increase among German-speaking Swiss executives, with a 34% increase among Leaders and 28% among Top Leaders. The reason for this is that the magazine is no longer only included in the Tages-Anzeiger, but also in the Basler Zeitung and the Berner Zeitung. The second largest significant increase in performance was recorded by NZZ am Sonntag, which rose by 10 percent among the Leaders and 8.6 percent among the Top Leaders. Geo also increased significantly in both target groups, by 4,000 readers each (+6.6 / +14.8 percent).
The biggest losses among decision-makers were recorded by Facts and Bilanz. In the case of Facts, 13.5 percent of the leaders and 11.5 percent of the top leaders dropped out. In the case of Bilanz, the decline in readership among decision-makers, similar to the losses in Mach Basic, is mainly due to the fortnightly publication frequency that has been in place for two years (previously monthly) and thus to the change in the survey. Bilanz now has 17,000 fewer leaders (27.2 percent) and 8,000 fewer top leaders (23.5 percent) than two years ago. The situation is exactly the same for the Edipresse title Bilan in French-speaking Switzerland, where the publication frequency has also been increased. However, the decline was comparatively moderate: 12.5 percent fewer leaders; 8.3 percent fewer top leaders. And the loss among the top leaders was not even significant.
Detailed information on the methodology and the most important results can be found here:
http://wemf.ch/de/print/maLeader.php
Only the monthly magazine NZZ-Folio achieves a similar performance in German-speaking Switzerland. It achieves a reach of 54.4 percent - albeit only among the top leaders - and a mere 46.2 percent among the leaders. However, the NZZ-Folio is still the best in Switzerland in one respect: it reaches the most Swiss managers in absolute terms, namely a total of 80,000 leaders and 47,000 top leaders. Although it is on a par with the SonntagsZeitung (SoZ) in terms of leaders, the monthly magazine was able to slightly increase its lead over the SoZ in terms of top leaders.
Another comparison of titles from the NZZ and Tamedia publishing houses: Tagi now has 2000 more readers than NZZ among the leaders; two years ago, both titles attracted the same level of interest in this target group. Among the top leaders, however, the NZZ is still ahead.
The magazine recorded the largest increase among German-speaking Swiss executives, with a 34% increase among Leaders and 28% among Top Leaders. The reason for this is that the magazine is no longer only included in the Tages-Anzeiger, but also in the Basler Zeitung and the Berner Zeitung. The second largest significant increase in performance was recorded by NZZ am Sonntag, which rose by 10 percent among the Leaders and 8.6 percent among the Top Leaders. Geo also increased significantly in both target groups, by 4,000 readers each (+6.6 / +14.8 percent).
The biggest losses among decision-makers were recorded by Facts and Bilanz. In the case of Facts, 13.5 percent of the leaders and 11.5 percent of the top leaders dropped out. In the case of Bilanz, the decline in readership among decision-makers, similar to the losses in Mach Basic, is mainly due to the fortnightly publication frequency that has been in place for two years (previously monthly) and thus to the change in the survey. Bilanz now has 17,000 fewer leaders (27.2 percent) and 8,000 fewer top leaders (23.5 percent) than two years ago. The situation is exactly the same for the Edipresse title Bilan in French-speaking Switzerland, where the publication frequency has also been increased. However, the decline was comparatively moderate: 12.5 percent fewer leaders; 8.3 percent fewer top leaders. And the loss among the top leaders was not even significant.
Detailed information on the methodology and the most important results can be found here:
http://wemf.ch/de/print/maLeader.php
