The mood among people in Germany appears to be better than the general economic forecasts: 64% of the population as a whole describe their current personal economic situation as 'rather good' to 'very good' and expect it to remain so in the coming year. Readers of regional daily newspaper brands (print, e-paper, paid online offerings) are even more optimistic, with 70 percent rating their personal economic situation as good to very good. Another 70 percent expect no change in the coming year. Nevertheless, 46% say they are paying more attention to offers in advertising due to the inflation of recent years and are increasingly turning to cheaper own brands in stores (RTZ readers: 39%; total population: 42%). In general and across all sectors surveyed, Germans pay attention to value for money and high quality. Whether food or clothing, living or DIY, these items receive approval ratings of around 80 percent, while readers of regional daily newspapers are always slightly more quality-conscious.
What people look for when shopping
These are the findings of the latest "Germany, your shopping trends" study by the Score Media Group. The national marketing platform for regional daily newspaper brands wanted to know what people pay attention to when shopping, how they use new shopping services and tools, as well as their attitudes towards sustainability and fast fashion. Another aspect revolves around information behavior and attitudes towards advertising.
When it comes to the question of where people spend their money, there are clear differences between the individual sectors. While food is unsurprisingly predominantly bought in bricks-and-mortar stores (total: 87%; readers: 83%), consumer electronics often end up in the digital shopping basket (total predominantly online: 42%; readers: 41%). Interesting: Almost a quarter of paid online users already buy food primarily online (23%; RTZ readers: 9%). In the case of clothing, online and offline shopping are on a par (total predominantly online: 35%, predominantly offline: 33%; RTZ readers predominantly online: 34%, predominantly offline: 33%).
Information and advertising
How and where do people obtain information before making their purchases? How is advertising evaluated and used? Whether readers or the population as a whole: advertising in regional daily newspapers - printed, in the e-paper or on the news sites in front of and behind the paywall - enjoys the highest level of trust both in Germany as a whole (52%) and among RTZ readers (64%). Free weekly newspapers (readers: 58%; total: 47%) rank second, ahead of radio (readers: 54%; total: 45%) and linear TV (readers: 48%; total: 41%). In terms of the information content of advertising, free weekly newspapers and regional daily newspapers are the first choice for 55% of readers and over 40% of the total population. Radio (readers: 49%; total: 40%) and linear TV (readers: 48%; total: 40%) follow in second place.
These figures are confirmed by a look at purchase activation. Across e-paper, paid online offerings and the printed edition, two thirds of RTZ readers (67%), for example, specifically use brochures/inserts in their regional daily newspaper to plan their grocery shopping and 60 percent find advertising in their subscription newspaper useful. For 59 percent, advertising in the regional daily newspaper provides a good overview of offers and discount promotions. Of course, retailer apps are also relevant for offers and discounts these days: two thirds of respondents now use at least one app (RTZ readers: 65%).
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CH Media launches a portal for each canton: In eastern Switzerland, the brands receive Thurgau Newspaper and Appenzeller newspaper its own web and app presence, in Central Switzerland the brands Zug Newspaper, Nidwald newspaper, Obwaldner Newspaper and Uri Newspaper. Until now, the brands from eastern Switzerland shared their web presence with the St. Galler Tagblatt and the Central Swiss titles their with the Lucerne Newspaper. Print dailies in six cantons are thus getting their own digital home.
The logic of the sites now follows that of northwestern Switzerland, where CH Media has long had its own portals for its respective newspaper titles such as the Aargauer newspaper or the Solothurn newspaper operates. Current news from the region, Switzerland and the world should thus become even more accessible.
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La Regione, the daily newspaper in Ticino, has seen a lot of changes in recent years: Under the leadership of the new editor-in-chief Daniel Ritzer, there is more opinion, more debate and dialog, and the digital offering has also been greatly expanded. Potential readers should now also be aware of this: With a new campaign, La Regione therefore wants to position itself as "the true Ticino Courier.
"Challenging main competitors a bit"
The idea of the Zurich agencies Farner and Rod: The newspaper self-confidently calls itself "Corriere del Mendrisiotto" or "Corriere del Luganese" - a wink at main competitor Corriere del Ticino. "We want to be the most important journalistic voice in the canton, a newspaper in which even unpleasant topics have a place. We want to convince our readers of this with our campaign. At the same time, we don't want to miss out on challenging our main competitor with this claim," explains Rocco Salvioni, CEO of La Regione.
Corriere delle idee
North of the Ceneri, La Regione is traditionally established; south, the newspaper still sees potential. "La Regione doesn't just want to be the "Corriere di Bellinzona", but also the "Corriere del Mendrisiotto", "Corriere del Luganese" but also "Corriere delle idee" and "Corriere indipendente", says Salvioni. This is precisely the spirit that the campaign aims to convey."
The campaign idea was developed by the Zurich agencies Farner and Rod. The campaign was implemented by the Ticino agency Variante.
Responsible for variant: Davide Guidotti. Responsible at La Regione: Daniel Ritzer, Rocco Salvioni. Production: Lisa Bolte, Isabelle Benz, Alessandro Reintges, Janine Paumann, David Schärer and Michel Grunder.
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From spring 2023, not all articles on Blick.ch will be accessible free of charge. As Media Week a spokesperson for the Blick Group confirmed to the trade magazine that part of the offering will be behind a paywall starting next spring. The idea is not new: Plans for a pay offer had already made the rounds in December 2012 (Werbewoche.ch reported).
The paid articles are primarily contributions with a service character and a high utility value for the audience, according to the report. The majority, however, will continue to be accessible free of charge. Currently, the publisher is already looking for corresponding employees.
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