Medienvergleich 2007 englisch

NZZ MEDIA COMPARISON | 2007– 2

Edition September 2007

2

CONTENTS

Page 4 Key data on MACH Basic 2007-2 Ad combinations Page 5 Introduction Page 6 Reach and readership Page 8 Cost per 1,000 readers Page 10 Readership profile Page 11 Affinities with fields of interest Page 12 Audience duplication Page 14 Your contacts

3

KEY DATA ON MACH BASIC 2007– 2

4

Publisher WEMF AG für Werbemedienforschung, Zurich (www.wemf.ch) Publications and combos surveyed about 380

Universe Language-assimilated resident population of Switzerland and the Principality of Liechtenstein aged 14 years and older in private households with registered telephone service.

Survey method Computer-assisted telephone interviews (CATI)

Total number of persons German language group French language group Italian language group

Commissioned market research institutes Demoscope AG, LINK AG, Erasm SA

5,846,000 4,217,000 1,359,000 270,000

Survey period April 2006 to March 2007

Sample size Representative random sample of the universe.

Total number of interviews 23,960 German language group 17,191 French language group 5,507 Italian language group 1,262

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

INTRODUCTION

Dear Reader Once again our document “NZZ Media Comparison” presents the key results of the MACH Basic reach study that is regularly carried out by WEMF AG für Werbemedienforschung, and since 2006, every six months. The current autumn edition of the study, MACH Basic 2007-2, is based on a representative sample of around 24,000 persons from all the language regions of Switzerland, who were asked about their reading habits using a comprehensive catalogue of questions. Due to its wide content range and methodical quality, MACH Basic remains the standard reference work for the Swiss print media industry. For NZZ too, it represents, together with studies such as the MA Leader and the new Radar psychographics, the basis for the representation of key media figures.

The new MACH data confirm that print media continue to play a leading role in the Swiss media. The fact that a number of new publications are about to be launched, thereby enlivening the Swiss publications scene, also testifies to the optimism that exists concerning the future of the press.

Nevertheless, as always MACH Basic highlights a number of winners and losers. Once again, all of the NZZ titles and advertising combinations increased their reach compared to the previous year.

On the following pages we compare our products with those of our main competitors in the advertising market.

Included is information on reach and readership numbers, reader profiles, title affinities to areas of interest, audience duplication, as well as cost per 1,000 readers based on current advertising rates. Need more information? If so, we have all the results of the WEMF research at our disposal and are happy to provide you with any additional information you require.

You can also visit our publisher website at www.nzz.ch/verlag to see our latest media data.

NZZ Advertising Market and NZZ Media – a division of Publicitas AG September 2007

5

Readership

6

Reach in %

REACH AND READERSHIP GERMAN-SPEAKING SWITZERLAND

100.0

4,217,000

7.4

312,000

NZZ am Sonntag

11.4

479,000

NZZ Folio

16.2

682,000

Basler Zeitung

4.5

188,000

Berner Zeitung

9.6

405,000

Blick

16.3

689,000

Mittelland-Zeitung

GERMAN-SPEAKING SWITZERLAND Neue Z端rcher Zeitung

10.2

429,000

Neue Luzerner Zeitung

6.8

287,000

St. Galler Tagblatt

4.9

206,000

Die S端dostschweiz

5.6

237,000

12.7

536,000

Z端rcher Landzeitung

4.9

205,000

Bilanz

5.5

233,000

Finanz und Wirtschaft

3.0

125,000

Handelszeitung

3.0

126,000

Das Magazin

15.5

653,000

Sonntags-Blick

23.6

995,000

Sonntags-Zeitung

18.2

768,000

Stocks

1.3

55,000

Die Weltwoche

9.3

393,000

NZZexecutive

15.3

645,000

NZZexecutivePlus

16.8

710,000

Full House

26.0

1,097,000

Metropool

26.3

1,108,000

20 Minuten

28.7

1,212,000

5.4

230,000

Tages-Anzeiger

Heute

O Source: MACH Basic 2007-2 (readership AIR)

Reach in %

Readership

REACH AND READERSHIP FRENCH-SPEAKING /GERMAN- AND FRENCH-SPEAKING SWITZERLAND

100.0

1,359,000

24 Heures

17.7

240,000

Le Matin (semaine)

23.4

317,000

Le Matin dimanche

40.6

552,000

8.8

119,000

12.3

168,000

8.2

112,000

FRENCH-SPEAKING SWITZERLAND

Le Temps La Tribune de Genève Bilan L’Hebdo

16.6

226,000

L’Illustré

25.9

353,000

20 Minutes

20.3

276,000

Le Matin bleu

26.0

353,000

100.0

5,575,000

8.0

447,000

14.1

784,000

O Source: MACH Basic 2007-2 (readership AIR)

GERMAN-SPEAKING SWITZERLAND AND FRENCH-SPEAKING SWITZERLAND NZZ BusinessCombi NZZexecutiveBusinessCombi O Source: MACH Basic 2007-2 (readership AIR)

7

8

¹/¹ page 4-colour

¹/¹ page black/white

COST PER 1,000 READERS GERMAN-SPEAKING SWITZERLAND

GERMAN-SPEAKING SWITZERLAND Neue Zürcher Zeitung

43.45

55.70

NZZ am Sonntag

29.60

43.40

NZZ Folio

23.15

32.85

Basler Zeitung

62.45

84.75

Berner Zeitung

45.60

63.65

Blick

35.60

35.60

Mittelland-Zeitung

48.25

60.65

Neue Luzerner Zeitung

43.40

60.25

St. Galler Tagblatt

50.20

70.40

Die Südostschweiz

70.55

74.65

Tages-Anzeiger

31.05

42.10

Zürcher Landzeitung

76.35

89.45

Bilanz

63.95

63.95

Finanz und Wirtschaft

43.75

59.40

Handelszeitung

69.85

99.20

Das Magazin

35.65

35.65

Sonntags-Blick

25.60

25.60

Sonntags-Zeitung

24.25

35.10

Stocks

142.35

174.00

Die Weltwoche

37.15

37.15

NZZexecutive

33.25

39.90

NZZexecutivePlus

36.35

43.65

Full House

28.75

40.55

Metropool

36.45

47.20

20 Minuten

27.50

27.50

Heute

46.95

46.95

O Sources: MACH Basic 2007-2 (readership AIR), net advertising rates 2007 (CHF)

¹/¹ page 4-colour

¹/¹ page black/white

COST PER 1,000 READERS FRENCH-SPEAKING /GERMAN- AND FRENCH-SPEAKING SWITZERLAND

9

FRENCH-SPEAKING SWITZERLAND 24 Heures

56.60

98.40

Le Matin (semaine)

21.35

43.45

Le Matin dimanche

35.50

61.70

Le Temps

82.35

119.00

La Tribune de Genève

52.10

89.50

Bilan

89.70

89.70

L’Hebdo

55.35

55.35

L’Illustré

51.40

51.40

20 Minutes

28.85

28.85

Le Matin bleu

17.50

17.50

O Sources: MACH Basic 2007-2 (readership AIR), net advertising rates 2007 (CHF)

GERMAN-SPEAKING SWITZERLAND AND FRENCH-SPEAKING SWITZERLAND NZZ BusinessCombi

47.50

64.95

NZZexecutiveBusinessCombi

32.80

42.55

O Sources: MACH Basic 2007-2 (readership AIR), net advertising rates 2007 (CHF)

co

uc

Women

14 to 34 years

35 to 54 years

55 years and above

Up to apprenticeship

Vocational School

University, college

Up to CHF 6,000

CHF 6,000 to CHF 10,000

CHF 10,000 and up

In

Men GER.-SP. SWITZERLAND: struct. in %

Ed

Ag e

x Se 10

m

at io

e1

n

READERSHIP PROFILE GERMAN-SPEAKING SWITZERLAND

49

51

33

36

31

69

21

10

41

40

19

Structure within readership, in % Neue Z端rcher Zeitung

62

38

27

38

35

33

30

37

22

35

43

NZZ am Sonntag

56

44

29

40

31

42

29

29

24

40

36

NZZ Folio

57

43

29

40

31

39

31

30

25

40

35

Basler Zeitung

49

51

23

37

40

57

27

16

36

42

22

Berner Zeitung

50

50

25

38

37

65

23

12

41

39

20

Blick

61

39

34

37

30

82

14

4

44

40

16

Mittelland-Zeitung

48

52

26

37

37

72

21

7

39

41

21

Neue Luzerner Zeitung

50

50

28

39

33

68

23

9

40

41

19

St. Galler Tagblatt

50

50

28

39

33

67

24

9

40

42

19

Die S端dostschweiz

49

51

27

40

33

76

19

5

40

43

17

Tages-Anzeiger

55

45

25

41

33

52

29

20

26

42

32

Z端rcher Landzeitung

47

53

19

39

42

70

21

9

35

42

24

Bilanz

66

34

21

43

36

42

37

20

21

38

41

Finanz und Wirtschaft

70

30

23

37

40

48

32

20

22

32

46

Handelszeitung

72

28

21

47

33

39

38

23

16

37

47

Das Magazin

51

49

25

41

34

51

29

20

30

41

29

Sonntags-Blick

56

44

38

36

26

80

16

5

41

42

18

Sonntags-Zeitung

54

46

30

41

29

59

26

15

29

42

29

Stocks

76

24

27

42

31

44

33

23

21

35

44

Die Weltwoche

57

43

32

38

31

46

30

24

29

38

33

NZZexecutive

57

43

30

39

31

41

29

30

25

39

37

NZZexecutivePlus

58

42

29

39

32

42

30

28

24

39

37

Full House

54

46

29

41

30

57

27

16

29

42

29

Metropool

52

48

26

40

34

60

25

15

33

42

25

20 Minuten

57

43

47

34

19

70

20

10

37

42

21

Heute

55

45

52

31

17

64

21

15

36

40

24

O 孫 Gross household income per month

O Source: MACH Basic 2007- 2 (readership AIR)

Foreign countries, travel

Art and culture

Housing, real estate

Education, further training

Computers, IT

Technology, science, research

National and international politics

Persons highly interested in topic:

Business, bourses, financial markets

AFFINITIES WITH FIELDS OF INTEREST GERMAN-SPEAKING SWITZERLAND

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GERMAN-SPEAKING SWITZERLAND Index 100 = average Neue Zürcher Zeitung

239

210

136

126

130

149

216

123

NZZ am Sonntag

189

188

124

116

128

142

194

124

NZZ Folio

175

183

127

114

124

129

205

127

Basler Zeitung

131

143

109

103

110

120

164

116

Berner Zeitung

98

118

93

89

107

99

113

104

Blick

106

88

107

111

105

123

60

93

Mittelland-Zeitung

113

108

115

95

112

103

97

105

Neue Luzerner Zeitung

106

103

93

81

106

93

92

105

St. Galler Tagblatt

108

96

103

85

109

108

97

105

Die Südostschweiz

106

87

99

78

95

79

67

88

Tages-Anzeiger

161

166

116

114

108

130

161

121

Zürcher Landzeitung

112

124

94

84

92

111

87

99

Bilanz

314

196

149

155

143

198

144

130

Finanz und Wirtschaft

395

212

158

149

152

248

149

135

Handelszeitung

378

212

160

165

159

237

155

132

Das Magazin

135

155

107

106

106

100

173

117

Sonntags-Blick

103

91

97

108

108

119

66

95

Sonntags-Zeitung

150

144

108

113

117

133

132

120

Stocks

449

210

150

200

136

221

137

129

Die Weltwoche

180

176

136

118

128

127

191

131

NZZexecutive

195

188

126

119

128

142

194

123

NZZexecutivePlus

207

186

128

122

131

148

187

124

Full House

148

146

112

113

113

129

138

119

Metropool

132

143

106

102

108

115

143

114

20 Minuten

104

97

111

139

119

123

95

107

Heute

107

111

106

151

123

129

109

104

O Affinity index = Value that indicates whether a medium is suitable for a specific target group

O Source: MACH Basic 2007- 2 (readership AIR)

Overlap = Duplicated readers

Exclusive readers

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Total readers

AUDIENCE DUPLICATION WITH “NEUE ZÜRCHER ZEITUNG”

NZZ am Sonntag

479,000

31%

333,000

Neue Zürcher Zeitung

312,000

47%

166,000

GERMAN-SPEAKING SWITZERLAND

146,000 NZZ Folio

682,000

28%

489,000

Neue Zürcher Zeitung

312,000

62%

119,000

193,000 Bilanz

233,000

Neue Zürcher Zeitung

312,000

24%

177,000

18%

256,000

56,000 Blick

689,000

5%

653,000

Neue Zürcher Zeitung

312,000

12%

276,000

36,000 Finanz und Wirtschaft

125,000

28%

90,000

Neue Zürcher Zeitung

312,000

11%

277,000

35,000 Handelszeitung

126,000

Neue Zürcher Zeitung

312,000

29%

90,000

12%

276,000

36,000 Tages-Anzeiger

536,000

19%

435,000

Neue Zürcher Zeitung

312,000

32%

211,000

101,000 20 Minuten Neue Zürcher Zeitung

1,212,000 312,000

8% 30% 93,000

O Source: MACH Basic 2007-2 (readership AIR)

1,119,000 219,000

Exclusive readers

Overlap = Duplicated readers

Total readers

AUDIENCE DUPLICATION WITH “NZZ AM SONNTAG”

13

GERMAN-SPEAKING SWITZERLAND NZZ Folio

682,000

37%

431,000

NZZ am Sonntag

479,000

52%

228,000

251,000 Bilanz

233,000

31%

160,000

NZZ am Sonntag

479,000

15%

406,000

73,000 Finanz und Wirtschaft

125,000

NZZ am Sonntag

479,000

31% 8%

86,000 440,000

39,000 Handelszeitung

126,000

35%

NZZ am Sonntag

479,000

9%

82,000 435,000

44,000 Das Magazin

653,000

23%

503,000

NZZ am Sonntag

479,000

31%

329,000

150,000 Sonntags-Blick

995,000

NZZ am Sonntag

479,000

11%

890,000

22%

374,000

105,000 Sonntags-Zeitung

768,000

24%

585,000

NZZ am Sonntag

479,000

38%

296,000

183,000 Die Weltwoche

393,000

29%

279,000

NZZ am Sonntag

479,000

24%

365,000

114,000

O Source: MACH Basic 2007-2 (readership AIR)

YOUR CONTACTS

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Display and classified ads NZZ and “NZZ am Sonntag” Publicitas AG, NZZ Media Telephone +41 44 258 16 98 anzeigen@nzzmedia.ch www.nzzmedia.ch Advertising from abroad Publicitas Swiss Press Telephone +41 44 250 37 00 swisspress@publicitas.com www.publicitasswisspress.com

Advertising department “NZZ Folio” Telephone +41 44 258 12 60 folioverlag@nzz.ch www.nzzfolio.ch Advertising department “NZZ Online” Telephone +41 44 258 13 25 online.werbung@nzz.ch www.nzz.ch Tourmedia AG (tourism and education) Telephone +41 44 385 55 66 info@tourmedia.ch www.tourmedia.ch

Neue Zürcher Zeitung AG Falkenstrasse 11 · 8021 Zürich · Switzerland Telephone +41 44 258 11 11 · www.nzz.ch/verlag