Executives like the NZZ

For daily newspaper reading, the Neue Zürcher Zeitung is the first choice of German-speaking Swiss executives, with a reach of 22.2 percent. The Tages-Anzeiger follows in second place with a reach of 21.3 percent. While the Neue Zürcher Zeitung is read for an average of almost half an hour (27.9 minutes), the reading time of the Tages-Anzeiger amounts to 22.7 minutes.

The clear number one among all the publications surveyed is the NZZ am Sonntag with a reach of 27.5 percent - this corresponds to 91'000 of 333'000 leaders in German-speaking Switzerland. The Sonntagszeitung, Das Magazin and NZZ Folio follow in the next places. In addition, NZZ am Sonntag is the title to which executives devote the most time, with an average of 41 minutes of reading time. In terms of website and app usage, the Neue Zürcher Zeitung takes the top spot among the publications surveyed.

Steven Neubauer, NZZ Managing Director: "Decision-makers and opinion leaders are an important target group for our products and also for many of our advertising clients. That's why the MA Leader study is a valuable source of information for us. The top scores of the NZZ titles show that we were again able to achieve broad coverage in this survey period."

Even clearer top position among the top leaders

Among the Top Leaders, the NZZ titles lead the ranking by an even clearer margin. 26.7 percent of the Top Leaders in German-speaking Switzerland regularly choose the Neue Zürcher Zeitung for their daily newspaper reading. The second-placed Tages-Anzeiger has a share of 21.7 percent. If the top leaders are asked about all daily and weekly publications, two NZZ products are in the top three places: NZZ am Sonntag (32.2 percent) followed by Sonntagszeitung (29.3 percent) and NZZ Folio (28.0 percent).

In both the Leaders and the Top Leaders, the Neue Zürcher Zeitung has moved up in the rankings since the last survey 2013 improved by two places. However, the first-placed medium in 2013, 20 Minuten, no longer took part in the study, as the news agency SDA writes. The significance of the study is limited, since it only takes into account who pays for it. NZZ am Sonntag rose four places among the leaders and three places among the top leaders, so that it now leads the ranking of both leader groups. The results are based on 2'479 interviews in German-speaking Switzerland and 770 in French-speaking Switzerland (weighted case numbers). The group of leaders includes executives with a personal annual income of 100'000 Swiss francs or more, while the group of top leaders, which is included, includes leaders with a personal annual income of 140'000 Swiss francs or more Overall, there are 436'000 leaders in German- and French-speaking Switzerland; of these, 333'000 live in German-speaking Switzerland, 103'000 in French-speaking Switzerland. Due to a methodological change, the 2015 results are not comparable with those of previous years.