WEMF: Swiss print titles score with stable usage and high reader loyalty
The latest WEMF data on readership and publication performance show that Swiss readers consistently engage with their print publications and feel a strong connection to them. The data underscore the enduring relevance of print as a reliable force in the media market—especially in the age of AI and an ever-increasing flood of information.
Credibility and trust in media offerings are becoming more important than ever - especially in light of the increased use of AI, accelerated information flows and a growing flood of data. In order to create trust and enable well-founded decisions, the market needs neutral and reliable data. WEMF für Werbemedienforschung today published the current contact and title qualities (KTQs) at individual title level as part of the MACH Basic readership study.
Four key figures for sound media planning
With the contact and title qualities, WEMF has been offering a data basis for several years that contains qualitative information in addition to quantitative key figures on the use of print media. The four key figures number of pick-ups, reading volume, reading time per issue and title loyalty show how readers use their press titles and how strongly they feel connected to them. This shows how often an issue is picked up, what proportion of the content is actually read and how long readers spend on average with a print title.
Constant values underline the reliability of print
The evaluations of recent years show that the KTQ values have remained very stable. For example, the daily press titles record an average of 1.9 pick-ups and 79.2 percent of them are read through. The average reading time is 31.3 minutes and 74% of readers would miss their respective daily newspaper if it no longer existed (MACH Basic 2026-1 data). This contrasts with 1.8 pick-ups, 80.5 percent reading volume, 32.3 minutes of reading time and 75.4 percent title loyalty in 2023. This consistency underlines the role of print as a reliable factor in the Swiss media market. This is particularly clear when it comes to title loyalty: readers continue to feel a strong connection with their print titles.
Added value for media companies and the advertising industry
For media companies, these key figures offer the opportunity to make the intensity of use and loyalty of their readership visible and to prove the quality of their contacts to the advertising industry. At the same time, advertising clients and agencies benefit from better comparability of media offerings and can incorporate qualitative usage aspects into their media planning in addition to quantitative reach.
As a neutral and independent industry research organization, WEMF for Advertising Media Research ensures transparency in the media and advertising market. It provides market players with relevant data for smarter decisions. WEMF studies are currency-setting for the press and cinema media categories.
