Print media still enjoy strong position in the market according to Tamedia survey
Tamedia conducted an online survey to investigate the strengths of printed media. The results show that users pay a lot of attention when reading a newspaper or magazine and that print advertising is also noticed and rated as credible.
Today, the media landscape is more diverse than ever - and the range of products and services available to users and advertisers is changing accordingly. With over six million regular users, printed media continue to hold a strong position in the Swiss market (cross-media study "MA Strategy 2017"). Tamedia's newspapers and magazines alone reach two thirds of the population.
Against the backdrop of increasing digital usage, Tamedia wanted to find out how intensively its own print media titles are used by readers and how they perceive advertising in newspapers and magazines. To this end, Tamedia conducted an online survey from June 21 to July 9, 2017, in which a total of 1,492 people in German- and French-speaking Switzerland took part. The media titles included were 20 Minuten, BZ Berner Zeitung & Der Bund, Zurich regional newspapers, Tages-Anzeiger, SonntagsZeitung, Das Magazin and Schweizer Familie, as well as 20 minutes, 24 heures, Le Matin, Tribune de Genève, Le Matin Dimanche and Femina in French-speaking Switzerland.
Print enjoys full attention
The results of the representative Study show that over 75 percent of respondents read at least three quarters of a newspaper or magazine. The German-speaking Swiss spend an average of half an hour reading, while the French-speaking Swiss say they spend an average of around twenty minutes on an issue. While reading, most users concentrate fully on the newspaper or magazine in question. Only a few use a stationary (PC or laptop, 13%) or mobile device (smartphone or tablet, 23%) or watch TV at the same time (23%). Around a third of respondents (34%) state that they listen to the radio while reading newspapers or magazines.
Thanks to its focused use, print advertising enjoys a high level of awareness: around three quarters of survey participants pay attention to print advertisements when reading a newspaper or magazine - at least if they are interested in the product. Furthermore, advertising in newspapers and magazines is perceived as more credible and informative than TV advertising and is rated as significantly less annoying by respondents.
About the study
1,492 people from Tamedia's population-representative online panel and the Link Institute for Survey Research took part in Tamedia's online survey between June 21 and July 9, 2017. After the survey, the data was weighted according to gender, age, education, employment, income and economic area in accordance with the cross-media MA Strategy study and is representative of people from German-speaking Switzerland and French-speaking Switzerland who use the internet at least once a week. The confidence interval for the overall sample is +/- 2.6%.
