MA Leader 2007 englisch

MA LEADER 2007 | WHAT LEADING EXECUTIVES READ

CONTENTS

Page 4 Key features of MA Leader 2007 Page 5 Preface Page 6 Total reach German-speaking Switzerland Page 8 Total reach French-speaking Switzerland and ad combinations Page 10 Key publications for the professional work environment

Page 12 Leader categories and business sectors Page 14 Education and income Page 16 Decision-making authority within company Page 18 Purchasing and procurement authority Page 20 Fields of interest

Page 22 Qualitative publication features: reader loyalty, time spent reading, volume of reading Page 24 Use of publishers’ web sites Page 27 Your contacts

3

KEY FEATURES OF MA LEADER 2007

4

Publisher WEMF AG for advertising media research, Zurich (www.wemf.ch) Publications and ad combinations surveyed 43 Leader Categories MA Leader 2007 is representative of the following categories of leaders: – Self-employed: owner or co-owner of a company with at least 4 employees.

– Professional in private practice: owner or co-owner of a firm/practice and holds a university degree.

– Executives and civil servants: managerial function in line or staff (private sector or public administration and mixed-economy companies).

Decision-making authority in at least one corporate sector.

Leader and Top Leader Target Groups – Leader: personal annual income of at least 100,000 CHF – Top Leader: personal annual income of at least 140,000 CHF; additional conditions include at least one staff member for those in private practice and at least one subordinate for executives and officials.

Sampled Universe According to secondary analysis, the sizes of the so defined leader groups in Switzerland are as follows: – Total number of persons: 225,000 Leaders, of which 110,000 are Top Leaders – German-speaking group: 174,000 Leaders, of which 86,000 are Top Leaders – French-speaking group: 51,000 Leaders, of which 24,000 are Top Leaders Study Sample – Total interviews: 3108 – German-speaking group: 2077 – French-speaking group: 1031 Considering that the data analyses was spread over language areas, the sample size was weighed according to the size ratio of the regions.

Interview method Two-part telephone interview (CATI interviews) using a fully structured questionnaire. Second part of telephone interview supported with visual material (e.g. lists of publication titles and web site logos in colour), which is sent by post to the interviewee after the initial screening interview.

Reach size AIR (average issue readership) Reach indicates, in percentage or as a projection, the number of people who read or browse through an average issue of a particular publication. Since the year 2000, in Swiss print media research, which applies the international standard corresponding to “reach AIR”, it is calculated as the sum of individual probabilities of exposure.

Accuracy of the results When interpreting all of the results of this study, the so-called “confidence level” must be taken into consideration.

The “confidence level” of the results of the German-speaking sample equal maximum ± 2.2%, and for the Frenchspeaking sample, maximum ± 3.1%.

Interviewing period 23 September to 26 November 2006 Appointed research institutes LINK AG, Luzern and Lausanne ISBA GmbH, Hamburg

PREFACE

Dear Readers, First launched by the NZZ thirty years ago as a publisher’s study, the Media Analysis of Leaders has since evolved into one of Switzerland’s most vital examinations of the media market and something which no advertising, media or publishing specialist could ever imagine not having on their desk as a source of information and basis for planning.

When being addressed, managers and decision-makers want to be done so with particular care and, above all, via the right media. Even this issue of MA Leader was put together by WEMF AG for advertising media research in compliance with the very highest quality standards. As such, it satisfies its claim of being the uncontested reference study for targeted advertising communication with both the business and societal elite of Switzerland.

This document once again contains a summary of the key results of this study. The results obtained apply to “Leaders” with an annual income of at least CHF 100,000 (left-hand pages) on the one hand and, on the other, the upper half of these Leaders or the “Top Leaders” whose income is over CHF 140,000 (right-hand pages). First is a list of overall reach and readership figures for all of the publications and ad combinations which took part in the MA Leader 2007 study followed by a selection of results obtained in various reader segments and a somewhat abridged list of publications. These are followed by some qualitative publication characteristics and finally usage figures for the websites of those publications and publishing houses which participated in the study.

As the next few pages clearly show, newspapers and magazines from the “NZZ family” are quite highly appreciated and heavily used by managers in German-speaking Switzerland. Our flagship publication, the “Neue Zürcher Zeitung” newspaper, is still considered the most important professional publication (“important business reading”, page 10f.) and NZZ readers’ emotional ties to “their” NZZ is unequalled (page 22f.). The more recently added Sunday edition, “NZZ am Sonntag”, has the third-highest reach of all publications involved in the study (up two places from its fifth-place ranking two years earlier) and the magazine “NZZ Folio” is at the forefront of all publications in the study among both the “Leaders” and the “Top Leaders” groups.

The results provided here only represent an extract of the extensive data collected by the MA Leader 2007 study.

If you require analyses to meet specific needs, the advisors of NZZ Media would be happy to be of assistance.

Advertising market Dept. NZZ and NZZ Media – a division of Publicitas AG

5

6

GERMAN-SPEAKING SWITZERLAND

LEADERS Number of Leaders

Reach AIR in %

TOTAL REACH GERMAN-SPEAKING SWITZERLAND

174,000

Neue Zürcher Zeitung

32.9

57,000

NZZ am Sonntag

38.2

66,000

NZZ Folio

46.2

80,000

Basler Zeitung

9.0

16,000

Berner Zeitung

16.5

29,000

Tages-Anzeiger

33.9

59,000

9.5

17,000

Bilanz

25.9

45,000

Bulletin Credit Suisse (d)

16.0

28,000

Cash

29.1

51,000

Facts

25.7

45,000

Finanz und Wirtschaft

14.1

25,000

Geo

37.4

65,000

Handelszeitung

20.1

35,000

4.9

9,000

KMU-Magazin

15.1

26,000

Das Magazin

36.5

63,000

Panorama Raiffeisen

16.2

28,000

Persönlich blau

3.4

6,000

Schweizer Bank

7.7

13,000

Automobil-Revue

io new management

Schweizer Versicherung

5.2

9,000

45.9

80,000

Stocks

7.2

13,000

Vinum

11.0

19,000

Die Weltwoche

25.8

45,000

Sonntags-Zeitung

GERMAN-SPEAKING SWITZERLAND

TOP LEADERS Number of Top Leaders

Reach AIR in %

TOTAL REACH GERMAN-SPEAKING SWITZERLAND

86,000

Neue Zürcher Zeitung

40.4

35,000

NZZ am Sonntag

44.1

38,000

NZZ Folio

54.4

47,000

Basler Zeitung

9.7

8,000

Berner Zeitung

18.5

16,000

Tages-Anzeiger

36.1

31,000

9.9

9,000

Bilanz

30.2

26,000

Bulletin Credit Suisse (d)

20.3

17,000

Cash

31.5

27,000

Facts

26.2

23,000

Finanz und Wirtschaft

18.9

16,000

Geo

35.8

31,000

Handelszeitung

24.9

21,000

6.5

6,000

KMU-Magazin

16.4

14,000

Das Magazin

37.8

32,000

Panorama Raiffeisen

14.1

12,000

Persönlich blau

3.4

3,000

Schweizer Bank

11.3

10,000

Automobil-Revue

io new management

Schweizer Versicherung

7.0

6,000

49.4

42,000

Stocks

9.1

8,000

Vinum

11.8

10,000

Die Weltwoche

28.7

25,000

Sonntags-Zeitung

7

8

FRENCH-SPEAKING SWITZERLAND

Number of Leaders

Reach AIR in %

51,000

24 heures

29.0

15,000

L’Agefi

10.4

5,000

Le Matin dimanche

55.1

28,000

Le Temps

34.9

18,000

Tribune de Genève

22.5

12,000

Bilan

40.8

21,000

Bulletin Credit Suisse (f)

14.3

7,000

L’Hebdo

46.9

24,000

PME-Magazine

32.0

16,000

Private Banking

9.9

5,000

Revue Automobile

9.4

5,000

AD COMBINATIONS 174,000

GERMAN-SPEAKING SWITZERLAND NZZexecutive

51.6

90,000

NZZexecutivePlus

58.0

101,000

Full House

60.6

105,000

Metropool

53.3

93,000

AD COMBINATION GERMAN225,000

AND FRENCH-SPEAKING SWITZERLAND NZZ BusinessCombi

34.4

77,000

Overview ad combinations NZZexecutive NZZexecutivePlus NZZ BusinessCombi Full House Metropool

Neue Zürcher Zeitung, NZZ am Sonntag Neue Zürcher Zeitung, NZZ am Sonntag, Handelszeitung Neue Zürcher Zeitung, Le Temps Tages-Anzeiger, Sonntags-Zeitung Basler Zeitung, Berner Zeitung, Tages-Anzeiger

LEADERS

TOTAL REACH FRENCH-SPEAKING SWITZERLAND AND AD COMBINATIONS

FRENCH-SPEAKING SWITZERLAND

24,000

24 heures

27.8

7,000

L’Agefi

13.6

3,000

Le Matin dimanche

53.1

13,000

Le Temps

38.5

9,000

Tribune de Genève

24.0

6,000

Bilan

45.0

11,000

Bulletin Credit Suisse (f)

17.3

4,000

L’Hebdo

46.2

11,000

PME-Magazine

36.0

9,000

Private Banking

13.6

3,000

Revue Automobile

10.3

2,000

AD COMBINATIONS 86,000

GERMAN-SPEAKING SWITZERLAND NZZexecutive

59.8

51,000

NZZexecutivePlus

66.4

57,000

Full House

63.7

55,000

Metropool

57.1

49,000

AD COMBINATION GERMAN110,000

AND FRENCH-SPEAKING SWITZERLAND NZZ BusinessCombi

41.1

45,000

Overview ad combinations NZZexecutive NZZexecutivePlus NZZ BusinessCombi Full House Metropool

TOP LEADERS

Number of Top Leaders

Reach AIR in %

TOTAL REACH FRENCH-SPEAKING SWITZERLAND AND AD COMBINATIONS

Neue Zürcher Zeitung, NZZ am Sonntag Neue Zürcher Zeitung, NZZ am Sonntag, Handelszeitung Neue Zürcher Zeitung, Le Temps Tages-Anzeiger, Sonntags-Zeitung Basler Zeitung, Berner Zeitung, Tages-Anzeiger

9

10

GERMAN-SPEAKING SWITZERLAND

Leaders

“Important Business Reading” 1

Share of mentions in %

174,000

Neue Zürcher Zeitung

34.6

60,000

Tages-Anzeiger

24.7

43,000

Finanz und Wirtschaft

16.4

29,000

Handelszeitung

16.0

28,000

Cash

15.7

27,000

Bilanz

13.8

24,000

NZZ am Sonntag

13.3

23,000

Sonntags-Zeitung

11.9

21,000

Berner Zeitung

10.3

18,000

FRENCH-SPEAKING SWITZERLAND

51,000

Le Temps

36.3

19,000

Bilan

32.0

16,000

PME-Magazine

23.8

12,000

L’Agefi

23.3

12,000

L’Hebdo

16.9

9,000

24 heures

16.3

8,000

Tribune de Genève

10.0

5,000

Other publications mentioned by less than 10%

N 1 open-ended question

LEADERS

KEY PUBLICATIONS FOR THE PROFESSIONAL WORK ENVIRONMENT

GERMAN-SPEAKING SWITZERLAND

86,000

Neue Zürcher Zeitung

42.7

37,000

Tages-Anzeiger

25.8

22,000

Finanz und Wirtschaft

21.9

19,000

Handelszeitung

20.0

17,000

Cash

17.2

15,000

Bilanz

17.1

15,000

NZZ am Sonntag

16.4

14,000

Sonntags-Zeitung

14.6

13,000

Berner Zeitung

10.9

9,000

FRENCH-SPEAKING SWITZERLAND

24,000

Le Temps

40.0

10,000

Bilan

36.3

9,000

L’Agefi

28.3

7,000

PME-Magazine

25.9

6,000

L’Hebdo

12.4

4,000

24 heures

14.8

3,000

Other publications mentioned by less than 10%

N 1 open-ended question

TOP LEADERS

Top Leaders

“Important Business Reading” 1

Share of mentions in %

KEY PUBLICATIONS FOR THE PROFESSIONAL WORK ENVIRONMENT

11

LEADERS

Entrepreneurs/business owners

Professionals in private practice

Executives and civil servants (private and public sectors)

Manufacturing, processing

Services (private sector)

Public/semi-public sectors

LEADERS (in 1000)

Total reach AIR 12

Bu s se ine c t ss or s

Le a ca der te go rie

s

LEADER CATEGORIES AND BUSINESS SECTORS

174

29

20

125

55

84

36

Reach AIR in % Neue Z端rcher Zeitung

32.9

23.0

45.9

33.1

23.0

38.9

33.9

NZZ am Sonntag

38.2

35.7

46.9

37.4

31.8

41.7

39.8

NZZ Folio

46.2

36.0

55.7

47.1

32.4

52.2

53.5

Basler Zeitung

9.0

8.5

8.9

9.2

8.8

8.2

11.2

Berner Zeitung

16.5

15.0

11.7

17.7

14.2

13.8

26.6

Tages-Anzeiger

33.9

28.9

37.2

34.6

26.5

37.7

36.7

Bilanz

25.9

25.9

19.9

26.9

26.6

28.2

19.6

Cash

29.1

31.0

24.4

29.3

28.7

32.3

22.0

Facts

25.7

24.4

21.0

26.7

24.6

24.9

29.2

Finanz und Wirtschaft

14.1

8.7

13.8

15.4

11.8

17.8

9.1

Handelszeitung

20.1

17.2

17.5

21.2

20.6

22.5

13.6

Das Magazin

36.5

29.6

41.7

37.3

27.8

39.1

43.7

Sonntags-Zeitung

45.9

44.1

40.1

47.3

42.2

46.9

49.4

7.2

6.0

6.9

7.6

6.1

9.8

2.8

25.8

26.2

26.3

25.6

22.1

26.0

31.0

34.4/77

24.9/9

45.1/13

34.5/56

24.7/16

39.7/44

35.5/17

Stocks Die Weltwoche NZZ BusinessCombi 1 NZZexecutive

51.6

42.2

59.8

52.4

41.9

56.6

54.8

NZZexecutivePlus

58.0

48.8

63.5

59.2

50.3

62.6

58.9

Full House

60.6

56.6

56.4

62.1

54.1

63.1

64.5

Metropool

53.3

47.7

53.7

54.6

45.9

54.0

63.3

N 1 Universe: German- and French-speaking Switzerland, Basis: 225,000 Leaders (Reach in % / in 1000)

63

TOP LEADERS Public/ semi-public sectors

8

Services (private sector)

Professionals in private practice

15

Manufacturing, processing

Entrepreneurs/business owners

86

Executives and civil servants (private and public sectors)

Total reach AIR TOP LEADERS (in 1000)

Bu s se ine c t ss or s

Le a ca der te go rie

s

LEADER CATEGORIES AND BUSINESS SECTORS

24

46

15

Reach AIR in % Neue Z端rcher Zeitung

40.4

29.4

42.8

42.7

30.3

44.6

43.8

NZZ am Sonntag

44.1

40.5

51.4

44.1

36.6

46.7

48.1

NZZ Folio

54.4

42.9

56.2

56.8

39.7

58.3

65.7

Basler Zeitung

9.7

9.9

12.3

9.3

9.3

9.4

10.9

Berner Zeitung

18.5

18.0

17.4

18.7

13.9

15.9

33.4

Tages-Anzeiger

36.1

28.4

31.6

38.5

30.5

37.0

42.6

Bilanz

30.2

26.7

18.3

32.4

31.5

32.2

22.1

Cash

31.5

32.6

20.4

32.6

30.2

35.1

22.8

Facts

26.2

23.9

21.0

27.4

24.3

26.3

29.2

Finanz und Wirtschaft

18.9

11.0

12.0

21.6

15.5

22.8

12.5

Handelszeitung

24.9

19.3

15.3

27.4

26.6

26.3

18.2

Das Magazin

37.8

30.1

36.7

39.7

29.3

38.0

50.4

Sonntags-Zeitung

49.4

40.2

44.9

52.1

45.2

49.6

55.6

9.1

8.1

6.1

9.7

7.8

11.8

2.9

28.7

30.2

29.8

28.1

24.7

29.1

33.6

41.4/45

30.7/6

45.7/5

42.8/34

31.2/10

44.8/27

45.6/9

Stocks Die Weltwoche NZZ BusinessCombi 1 NZZexecutive

59.8

47.2

61.9

62.6

49.6

63.6

64.9

NZZexecutivePlus

66.4

53.3

65.4

69.6

58.9

69.5

68.8

Full House

63.7

53.1

56.8

67.1

57.8

64.2

71.4

Metropool

57.1

49.7

56.5

58.9

49.6

55.5

73.6

N 1 Universe: German- and French-speaking Switzerland, Basis: 110,000 Top Leaders (Reach in % / in 1000)

13

LEADERS

High school graduate, technical college

University, college

over 100,000 to 120,000 CHF

over 120,000 to 140,000 CHF

over 140,000 to 180,000 CHF

over 180,000 CHF

LEADERS (in 1000)

Up to vocational or commercial school

14

Total reach AIR

Ed

uc

at io

n

Pe r an son nu al in al co g m ro e ss

EDUCATION AND INCOME

174

22

68

84

36

42

49

41

Reach AIR in % Neue Z端rcher Zeitung

32.9

21.4

26.9

40.8

19.1

26.1

33.4

50.3

NZZ am Sonntag

38.2

25.2

33.8

45.2

29.0

31.8

37.6

52.4

NZZ Folio

46.2

27.4

37.6

58.2

31.1

40.1

47.8

63.2

Basler Zeitung

9.0

8.6

8.5

9.6

7.2

9.8

9.9

8.9

Berner Zeitung

16.5

14.4

15.7

17.8

15.8

14.2

20.7

15.5

Tages-Anzeiger

33.9

30.6

33.0

35.6

28.4

33.5

35.0

37.7

Bilanz

25.9

22.1

27.5

25.7

17.2

24.2

27.2

33.6

Cash

29.1

30.0

32.2

26.3

25.5

26.7

30.2

32.7

Facts

25.7

27.8

26.6

24.4

23.4

27.7

26.0

25.7

Finanz und Wirtschaft

14.1

11.5

14.8

14.2

6.8

10.0

15.7

22.4

Handelszeitung

20.1

18.0

20.4

20.4

11.9

16.4

21.0

29.7

Das Magazin

36.5

27.3

33.5

41.3

30.5

39.2

37.2

38.6

Sonntags-Zeitung

45.9

45.8

47.6

44.6

41.4

43.7

47.7

50.2

7.2

5.3

8.3

6.9

4.4

5.6

7.2

11.1

25.8

18.4

23.7

29.5

19.7

57.7

27.0

30.2

Stocks Die Weltwoche NZZ BusinessCombi 1

34.4/77

20.9/5 28.2/23 41.9/48

22.9/11 27.9/15 35.4/22 49.3/26

NZZexecutive

51.6

36.0

45.5

60.6

37.4

44.5

52.6

69.3

NZZexecutivePlus

58.0

44.2

53.0

65.7

43.1

51.4

59.0

75.9

Full House

60.6

59.5

60.4

60.9

54.4

60.1

61.7

65.1

Metropool

53.3

49.8

51.5

55.7

47.0

51.8

58.4

54.9

N 1 Universe: German- and French-speaking Switzerland, Basis: 225,000 Leaders (Reach in % / in 1000)

TOP LEADERS

Up to vocational or commercial school

High school graduate, technical college

University, college

over 140,000 to 160,000 CHF

over 160,000 to 180,000 CHF

over 180,000 to 220,000 CHF

over 220,000 CHF

TOP LEADERS (in 1000)

Total reach AIR

Ed

uc

at io

n

Pe r an son nu al in al co g m ro e ss

EDUCATION AND INCOME

86

8

30

48

30

16

19

21

Reach AIR in % Neue Z端rcher Zeitung

40.4

31.7

33.4

46.2

30.2

36.8

39.8

56.3

NZZ am Sonntag

44.1

34.5

39.3

48.7

36.4

38.8

43.2

56.9

NZZ Folio

54.4

39.2

45.5

62.4

43.9

53.3

56.5

66.0

Basler Zeitung

9.7

10.8

7.4

10.9

10.9

9.7

9.1

9.0

Berner Zeitung

18.5

15.3

15.7

20.7

20.7

22.0

19.3

13.9

Tages-Anzeiger

36.1

33.8

37.9

35.4

31.7

40.8

35.8

43.1

Bilanz

30.2

26.1

32.6

29.3

26.5

28.0

29.6

36.1

Cash

31.5

32.3

36.3

28.3

29.3

32.3

30.8

35.8

Facts

26.2

31.9

26.6

25.1

26.3

26.6

26.6

25.6

Finanz und Wirtschaft

18.9

19.0

21.0

17.5

14.6

17.8

19.1

24.9

Handelszeitung

24.9

24.5

26.4

24.0

19.3

23.8

25.4

32.2

Das Magazin

37.8

29.8

34.3

41.2

32.9

44.7

41.5

38.5

Sonntags-Zeitung

49.4

51.7

50.7

48.2

47.1

50.1

49.3

52.9

9.1

8.6

10.7

8.2

8.0

6.2

7.8

13.0

28.7

25.1

24.7

31.7

27.5

26.4

27.7

31.9

29.9/3 34.1/12 49.1/32

32.6/12

Stocks Die Weltwoche NZZ BusinessCombi 1

41.1/45

37.8/8 40.1/18 55.3/15

NZZexecutive

59.8

48.4

52.9

66.0

49.8

56.1

59.7

74.8

NZZexecutivePlus

66.4

57.2

61.0

71.3

55.5

64.2

67.5

80.6

Full House

63.7

64.0

64.5

63.1

60.2

65.5

64.0

68.3

Metropool

57.1

56.5

55.2

58.3

55.6

65.3

57.7

58.1

N 1 Universe: German- and French-speaking Switzerland, Basis: 110,000 Top Leaders (Reach in % / in 1000)

15

LEADERS Research and development

Purchasing, procurement

Marketing, advertising, etc.

IT or telecommunications

174

108

124

57

48

158

93

84

Capital transactions, investments

Production, manufacturing

LEADERS (in 1000)

Human resources, benefit plans, training

16

Head of company, of operations

Decides alone or with others in respective domain

Total reach AIR

DECISION-MAKING AUTHORITY WITHIN COMPANY

59

Reach AIR in % Neue Z端rcher Zeitung

32.9

34.5

31.7

25.7

28.9

32.6

33.9

32.4

33.6

NZZ am Sonntag

38.2

40.4

37.6

32.9

35.9

38.2

40.1

37.7

39.4

NZZ Folio

46.2

47.1

45.2

37.5

44.3

46.0

47.8

46.0

46.4

Basler Zeitung

9.0

9.6

8.3

7.6

8.1

8.7

8.3

7.6

7.8

Berner Zeitung

16.5

15.8

16.6

16.5

16.7

16.9

16.5

16.1

16.6

Tages-Anzeiger

33.9

34.5

34.1

30.4

32.9

33.8

35.0

34.2

30.9

Bilanz

25.9

25.6

25.8

26.1

24.4

25.8

27.6

25.0

27.3

Cash

29.1

30.4

29.5

28.1

27.9

29.5

31.0

29.5

32.0

Facts

25.7

26.0

25.9

24.9

22.7

25.7

26.0

25.0

24.0

Finanz und Wirtschaft

14.1

14.2

13.4

11.5

11.1

13.8

14.1

12.9

16.4

Handelszeitung

20.1

21.0

20.4

19.8

21.0

20.5

22.4

20.1

21.8

Das Magazin

36.5

36.9

36.2

31.3

35.4

36.4

37.4

37.1

34.2

Sonntags-Zeitung

45.9

45.8

46.3

44.1

44.9

45.7

47.9

42.8

44.8

7.2

6.9

7.4

5.5

5.6

6.9

7.4

7.0

9.0

25.8

26.6

25.7

24.2

25.9

26.2

26.8

26.6

26.0

Stocks Die Weltwoche NZZ BusinessCombi 1

34.4/77 35.9/51 33.7/53 28.3/20 30.9/20 34.1/69 35.0/40 33.9/36 35.5/26

NZZexecutive

51.6

52.4

50.4

43.2

47.3

51.2

52.3

49.5

50.9

NZZexecutivePlus

58.0

58.5

57.1

50.7

54.7

57.7

58.9

55.7

57.4

Full House

60.6

60.5

60.9

57.2

59.2

60.3

61.9

58.5

58.0

Metropool

53.3

53.7

53.1

49.2

51.6

53.4

53.4

52.7

50.8

N 1 Universe: German- and French-speaking Switzerland, Basis: 225,000 Leaders (Reach in % / in 1000)

TOP LEADERS

28

Capital transactions, investments 1

64

IT or telecommunications 1

Production, manufacturing

58

Marketing, advertising, etc. 1

Human resources, benefit plans, training

86

Purchasing, procurement

Head of company, of operations

TOP LEADERS (in 1000)

Research and development

Decides alone or with others in respective domain

Total reach AIR

DECISION-MAKING AUTHORITY WITHIN COMPANY

25

78

48

45

32

Reach AIR in % Neue Z端rcher Zeitung

40.4

40.6

38.6

34.2

36.6

39.6

38.9

38.1

38.8

NZZ am Sonntag

44.1

46.2

43.1

40.8

43.5

44.1

45.0

42.7

44.7

NZZ Folio

54.4

53.5

52.5

46.4

51.9

53.3

54.2

52.7

53.3

Basler Zeitung

9.7

10.5

9.5

7.8

8.7

9.3

9.3

7.7

9.0

Berner Zeitung

18.5

18.0

18.4

18.4

19.8

18.6

18.9

17.7

18.3

Tages-Anzeiger

36.1

35.1

36.4

33.9

36.2

35.7

36.0

36.0

32.7

Bilanz

30.2

29.1

29.0

31.5

28.3

30.0

30.9

28.3

31.1

Cash

31.5

32.3

31.2

31.1

31.4

32.0

33.5

31.6

34.7

Facts

26.2

26.8

25.6

25.4

23.4

26.2

25.9

25.8

24.6

Finanz und Wirtschaft

18.9

17.9

17.0

15.4

14.6

18.4

17.6

16.4

20.7

Handelszeitung

24.9

25.0

24.7

25.0

25.5

25.1

26.7

23.9

25.1

Das Magazin

37.8

37.3

37.6

34.9

38.1

36.8

37.6

37.7

35.0

Sonntags-Zeitung

49.4

48.3

49.1

47.1

48.1

49.2

49.9

46.5

47.2

9.1

8.3

9.0

8.0

7.1

8.6

8.9

8.6

11.6

28.7

30.0

28.7

29.9

29.7

29.1

29.2

30.0

28.4

Stocks Die Weltwoche NZZ BusinessCombi 1

41.1/45 41.6/31 40.2/33 35.5/12 37.4/13 40.4/40 39.5/23 39.3/22 40.3/17

NZZexecutive

59.8

59.4

57.9

52.9

56.8

59.0

58.4

55.8

56.8

NZZexecutivePlus

66.4

65.5

64.4

60.3

64.1

65.6

64.7

62.2

62.9

Full House

63.7

62.3

63.8

60.3

62.7

63.2

63.5

61.0

60.7

Metropool

57.1

56.5

57.5

53.5

56.8

56.6

56.9

55.6

54.8

N 1 Universe: German- and French-speaking Switzerland, Basis: 110,000 Top Leaders (Reach in % / in 1000)

17

LEADERS Vehicles (cars, trucks)

Building and renovation projects

Buildings, rooms, building technics, utilities

Telecommunications

IT

Office furniture

LEADERS (in 1000)

Machines, appliances (administration, excl. IT)

18

Machines, equipment, appliances (production, excl. IT)

Decides alone or with others in respective domain

Total reach AIR

PURCHASING AND PROCUREMENT AUTHORITY

174

72

92

76

70

82

79

97

101

Reach AIR in % Neue Z端rcher Zeitung

32.9

29.8

32.3

31.3

32.8

32.2

32.3

32.7

32.7

NZZ am Sonntag

38.2

35.8

38.3

39.2

39.7

39.9

38.9

38.5

38.7

NZZ Folio

46.2

42.4

45.2

43.6

46.0

45.6

44.5

45.6

45.3

Basler Zeitung

9.0

8.6

8.2

7.7

8.2

8.1

7.8

8.5

8.1

Berner Zeitung

16.5

17.8

16.2

15.1

17.1

15.8

15.5

16.0

16.5

Tages-Anzeiger

33.9

29.5

33.1

32.6

32.8

33.1

33.0

32.9

33.1

Bilanz

25.9

24.1

25.4

26.0

25.3

25.4

25.5

24.8

25.5

Cash

29.1

27.8

29.4

29.5

29.4

29.5

30.6

29.5

30.2

Facts

25.7

25.5

26.0

24.9

25.4

25.0

25.9

26.3

26.5

Finanz und Wirtschaft

14.1

12.3

13.2

12.2

13.8

13.6

13.6

13.2

13.5

Handelszeitung

20.1

19.6

20.1

21.4

20.7

20.1

20.5

19.9

19.9

Das Magazin

36.5

32.7

36.1

35.0

36.0

35.4

35.7

36.2

35.6

Sonntags-Zeitung

45.9

44.2

45.6

44.4

46.9

45.6

43.8

44.0

45.4

7.2

6.1

7.3

7.4

6.7

6.8

7.4

6.8

7.0

25.8

25.4

25.4

26.2

27.3

26.1

27.2

26.7

26.5

Stocks Die Weltwoche NZZ BusinessCombi 1

34.4/77 31.4/28 33.9/39 32.8/31 34.3/31 33.5/34 33.7/34 34.3/43 34.3/44

NZZexecutive

51.6

46.8

49.8

49.5

50.6

50.3

49.8

50.3

50.5

NZZexecutivePlus

58.0

53.2

56.0

56.1

56.8

56.4

56.1

56.3

56.6

Full House

60.6

60.5

60.9

57.2

59.2

60.3

61.9

58.5

58.0

Metropool

53.3

53.7

53.1

49.2

51.6

53.4

53.4

52.7

50.8

N 1 Universe: German- and French-speaking Switzerland, Basis: 225,000 Leaders (Reach in % / in 1000)

TOP LEADERS

39

Office furniture

48

IT

Vehicles (cars, trucks)

36

Telecommunications

Machines, appliances (administration, excl. IT)

86

Buildings, rooms, building technics, utilities

Machines, equipment, appliances (production, excl. IT)

TOP LEADERS (in 1000)

Building and renovation projects

Decides alone or with others in respective domain

Total reach AIR

PURCHASING AND PROCUREMENT AUTHORITY

37

44

39

49

50

Reach AIR in % Neue Z端rcher Zeitung

40.4

36.0

38.0

35.7

39.9

37.6

36.9

38.7

38.2

NZZ am Sonntag

44.1

42.4

43.7

44.8

46.4

44.9

44.5

44.9

44.6

NZZ Folio

54.4

49.0

51.6

49.7

53.2

51.8

50.2

51.9

50.6

Basler Zeitung

9.7

9.1

9.3

9.3

9.7

9.8

9.0

9.1

9.2

Berner Zeitung

18.5

19.8

18.5

17.6

19.2

18.0

18.1

17.1

18.9

Tages-Anzeiger

36.1

31.7

34.0

32.9

33.1

33.7

33.5

34.7

33.8

Bilanz

30.2

27.6

29.0

28.6

28.7

28.7

28.9

28.3

28.8

Cash

31.5

29.4

32.0

31.0

31.4

31.7

33.5

31.9

32.6

Facts

26.2

26.5

26.8

25.7

26.2

26.4

27.0

26.8

27.3

Finanz und Wirtschaft

18.9

15.9

17.0

14.2

18.3

17.4

17.1

17.0

17.3

Handelszeitung

24.9

24.0

24.2

24.9

25.6

24.4

24.4

24.4

23.9

Das Magazin

37.8

35.2

36.0

35.2

36.6

35.8

35.2

36.7

35.2

Sonntags-Zeitung

49.4

48.2

48.0

46.4

48.8

47.8

45.6

46.9

47.7

9.1

8.2

9.1

9.0

8.9

8.5

9.4

8.5

9.4

28.7

30.4

28.9

29.0

30.6

29.5

31.4

30.4

29.1

Stocks Die Weltwoche NZZ BusinessCombi 1

41.1/45 37.3/17 39.2/23 37.3/18 40.4/19 38.8/21 38.2/19 39.8/25 39.6/25

NZZexecutive

59.8

53.9

56.4

55.6

58.3

56.4

56.1

57.6

57.2

NZZexecutivePlus

66.4

60.3

62.8

62.1

64.8

62.7

62.7

64.0

63.6

Full House

63.7

60.0

61.3

60.1

62.1

61.7

59.8

60.6

61.4

Metropool

57.1

54.4

55.7

53.8

55.4

54.8

54.4

55.0

55.8

N 1 Universe: German- and French-speaking Switzerland, Basis: 110,000 Top Leaders (Reach in % / in 1000)

19

LEADERS

National and international business

Economic and corporate analyses

Capital investments, financial markets

Real estate market

Living, furniture

Gastronomy, eating and cooking

Art and culture

LEADERS (in 1000)

National and international politics

20

Total reach AIR

Ve r in y te in r es to te pi d c

Fa ir in ly t te o in res ve to te ry pi d c

FIELDS OF INTEREST

174

74

73

35

33

67

80

108

89

Reach AIR in % Neue Z端rcher Zeitung

32.9

41.5

42.6

49.3

46.5

35.1

34.3

34.1

39.4

NZZ am Sonntag

38.2

47.3

45.8

50.4

46.0

39.2

40.6

40.7

45.2

NZZ Folio

46.2

54.3

51.6

58.3

52.9

47.1

48.6

47.2

57.7

Basler Zeitung

9.0

10.1

9.8

10.5

9.1

8.2

9.6

9.5

10.8

Berner Zeitung

16.5

18.7

16.4

13.6

15.0

14.9

16.2

16.9

18.0

Tages-Anzeiger

33.9

39.1

35.8

38.6

37.3

37.7

37.7

36.0

39.0

Bilanz

25.9

28.8

35.9

40.1

36.5

29.1

27.9

28.5

26.9

Cash

29.1

31.2

36.9

39.2

42.4

32.7

31.0

31.0

28.2

Facts

25.7

26.7

26.3

26.0

27.9

27.3

28.6

26.7

26.8

Finanz und Wirtschaft

14.1

16.8

21.3

26.7

30.3

16.2

14.6

14.8

14.3

Handelszeitung

20.1

24.1

29.7

32.6

29.5

20.4

21.7

21.2

21.4

Das Magazin

36.5

41.3

35.8

35.5

32.7

37.4

39.9

37.3

43.6

Sonntags-Zeitung

45.9

49.1

49.8

47.3

51.3

49.7

49.5

48.8

47.9

7.2

8.1

11.7

16.1

20.9

8.9

7.5

7.8

6.4

25.8

31.4

28.3

29.3

27.5

28.3

28.1

26.7

31.6

Stocks Die Weltwoche NZZ BusinessCombi 1

34.4/77

44.0/40 44.0/39 50.4/22 46.8/19

36.6/34 36.0/39 35.3/50 40.6/49

NZZexecutive

51.6

61.7

61.2

67.2

64.5

53.7

53.9

54.0

59.7

NZZexecutivePlus

58.0

67.6

69.0

75.2

71.2

59.3

60.3

60.2

65.1

Full House

60.6

65.1

64.1

62.6

65.2

65.1

64.3

63.0

64.2

Metropool

53.3

59.2

54.9

55.9

55.0

54.8

56.3

55.7

59.2

N 1 Universe: German- and French-speaking Switzerland, Basis: 225,000 Leaders (Reach in % / in 1000)

TOP LEADERS

National and international politics

National and international business

Economic and corporate analyses

Capital investments, financial markets

Real estate market

Living, furniture

Gastronomy, eating and cooking

Art and culture

TOP LEADERS (in 1000)

Total reach AIR

Ve r in y te in r es to te pi d c

Fa ir in ly t te o in res ve to te ry pi d c

FIELDS OF INTEREST

86

42

44

22

20

34

39

55

44

Reach AIR in % Neue Z端rcher Zeitung

40.4

48.6

47.3

53.6

51.9

42.3

41.7

41.7

46.5

NZZ am Sonntag

44.1

52.0

49.8

54.7

51.6

45.1

46.6

46.3

50.1

NZZ Folio

54.4

60.7

56.3

62.7

57.6

54.7

56.4

55.0

64.5

Basler Zeitung

9.7

10.5

10.0

11.9

9.3

10.2

10.0

9.9

11.1

Berner Zeitung

18.5

20.8

17.4

15.3

15.3

16.2

17.2

18.8

20.9

Tages-Anzeiger

36.1

40.0

37.1

40.8

39.3

41.0

40.5

38.0

41.1

Bilanz

30.2

32.7

38.4

44.7

41.2

34.1

33.5

32.8

31.5

Cash

31.5

33.3

38.4

42.3

43.6

35.8

33.6

33.4

30.1

Facts

26.2

27.5

27.1

27.3

29.0

28.5

29.1

26.6

28.2

Finanz und Wirtschaft

18.9

20.9

25.0

31.4

37.4

21.8

19.4

19.6

18.1

Handelszeitung

24.9

29.0

32.8

35.9

33.7

25.5

27.4

26.0

26.2

Das Magazin

37.8

41.5

36.7

39.0

33.0

39.8

40.8

38.5

44.7

Sonntags-Zeitung

49.4

51.7

52.3

50.3

53.9

53.6

52.9

52.9

52.8

9.1

9.7

13.7

17.4

22.5

10.7

9.4

9.3

7.6

28.7

34.4

30.2

33.1

29.1

30.7

30.3

28.7

34.4

Stocks Die Weltwoche NZZ BusinessCombi 1

41.1/45

49.8/25 47.9/25 54.0/14 51.3/13

42.1/20 42.1/22 42.1/30 47.4/27

NZZexecutive

59.8

68.2

66.3

72.0

71.1

61.7

62.0

61.7

66.8

NZZexecutivePlus

66.4

74.2

73.2

79.6

77.0

67.5

68.7

67.8

72.3

Full House

63.7

67.1

66.2

65.3

67.2

69.1

67.7

66.3

68.6

Metropool

57.1

61.7

56.8

59.4

56.7

59.4

59.6

59.0

63.4

N 1 Universe: German- and French-speaking Switzerland, Basis: 110,000 Top Leaders (Reach in % / in 1000)

21

medium loyalty

low loyalty

minutes

share of pages read (%)

Neue Z端rcher Zeitung

50

36

14

34

70

NZZ am Sonntag

30

43

27

49

79

NZZ Folio

20

39

41

34

72

Basler Zeitung

21

39

40

27

77

Berner Zeitung

38

40

22

27

81

Tages-Anzeiger

42

39

19

31

72

Bilanz

8

40

52

35

66

Cash

12

39

48

32

70

Facts

16

41

43

42

74

Finanz und Wirtschaft

19

47

34

28

65

Handelszeitung

13

42

45

25

65

Das Magazin

23

40

37

32

76

Sonntags-Zeitung

35

39

26

49

80

Stocks

16

29

54

31

66

Die Weltwoche

24

39

37

50

72

Basis: Readership AIR 22

N 1 Should publication not arrive, it would be missed very much/missed/missed a bit or not be missed at all

LEADERS

M e of an re vol ad um in e g

high loyalty

Re a lo de ya r (s lty ha 1 re in

M e sp an en tim re t e ad in g

%)

QUALITATIVE PUBLICATION FEATURES: READER LOYALTY, TIME SPENT READING, VOLUME OF READING

medium loyalty

low loyalty

minutes

share of pages read (%)

Neue Z端rcher Zeitung

53

37

10

33

70

NZZ am Sonntag

29

46

25

47

80

NZZ Folio

18

42

40

34

72

Basler Zeitung

23

38

39

29

78

Berner Zeitung

44

35

21

26

80

Tages-Anzeiger

44

39

17

30

71

Bilanz

9

43

48

36

66

Cash

12

40

48

30

70

Facts

12

41

46

39

73

Finanz und Wirtschaft

22

48

30

29

65

Handelszeitung

13

41

46

25

65

Das Magazin

21

40

39

30

76

Sonntags-Zeitung

37

38

25

48

80

Stocks

14

30

56

31

66

Die Weltwoche

25

40

35

53

73

Basis: Readership AIR

N 1 Should publication not arrive, it would be missed very much/missed/missed a bit or not be missed at all

TOP LEADERS

M e of an re vol ad um in e g

high loyalty

Re a lo de ya r (s lty ha 1 re in

M e sp an en tim re t e ad in g

%)

QUALITATIVE PUBLICATION FEATURES: READER LOYALTY, TIME SPENT READING, VOLUME OF READING

23

Publishers’ web sites used several times a week (narrow audience) 24

GERMAN-SPEAKING SWITZERLAND

LEADERS Leaders

Share of mentions in %

USE OF PUBLISHERS’ WEB SITES

174,000

Neue Zürcher Zeitung (nzz.ch)

29.1

51,000

Tages-Anzeiger (tagesanzeiger.ch)

23.9

42,000

Cash (cash.ch)

13.2

23,000

Sonntags-Zeitung (sonntagszeitung.ch)

11.7

20,000

Berner Zeitung (espace.ch)

9.7

17,000

Facts (facts.ch)

8.7

15,000

Finanz und Wirtschaft (fuw.ch)

7.0

12,000

Bilanz (bilanz.ch)

6.8

12,000

Basler Zeitung (baz.ch)

6.3

11,000

Weltwoche (weltwoche.ch)

6.1

11,000

FRENCH-SPEAKING SWITZERLAND Le Temps (letemps.ch)

51,000 25.3

13,000

Le Matin (lematin.ch)

23.5

12,000

24 heures (24heures.ch)

21.4

11,000

Tribune de Genève (tdg.ch)

16.5

8,000

8.9

5,000

L’Agefi (agefi.ch)

8.4

4,000

Bilan (bilan.ch)

7.9

4,000

Bulletin CS (credit-suisse.com/bulletin)

7.5

4,000

L’Hebdo (hebdo.ch)

Other web sites mentioned by less than 5%

Publishers’ web sites used several times a week (narrow audience) GERMAN-SPEAKING SWITZERLAND

TOP LEADERS Top Leaders

Share of mentions in %

USE OF PUBLISHERS’ WEB SITES

86,000

Neue Zürcher Zeitung (nzz.ch)

35.2

30,000

Tages-Anzeiger (tagesanzeiger.ch)

26.6

23,000

Cash (cash.ch)

13.6

12,000

Sonntags-Zeitung (sonntagszeitung.ch)

12.7

11,000

Berner Zeitung (espace.ch)

10.5

9,000

Finanz und Wirtschaft (fuw.ch)

8.9

8,000

Facts (facts.ch)

8.7

7,000

Bilanz (bilanz.ch)

7.2

,6000

Bulletin CS (credit-suisse.com/bulletin)

6.3

5,000

Automobil-Revue (automobilrevue.ch)

5.9

5,000

Weltwoche (weltwoche.ch)

5.8

5,000

Handelszeitung (handelszeitung.ch)

5.4

5,000

FRENCH-SPEAKING SWITZERLAND

24,000

Le Temps (letemps.ch)

26.7

6,000

Le Matin (lematin.ch)

23.6

6,000

24 heures (24heures.ch)

18.5

4,000

Tribune de Genève (tdg.ch)

18.1

4,000

L’Agefi (agefi.ch)

10.8

3,000

Bulletin CS (credit-suisse.com/bulletin)

8.2

2,000

L’Hebdo (hebdo.ch)

7.5

2,000

Bilan (bilan.ch)

6.8

2,000

Neue Zürcher Zeitung (nzz.ch)

6.5

2,000

Other web sites mentioned by less than 5%

25

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27

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