Submitted by: Ulbe Jelluma 24/08/2017
A recent ‘Best for Planning’ study in Germany shows that newspapers continue to reach a high share of the population. Print and digital newspapers collectively reach 60.4m readers (14+ years), which represents 86.9% of the population.
Germany remains a strong newspaper dominated country with a high reach, which is the traditional proposition of the medium. Whereas, in other European countries, reach of newspapers is declining, media planners can continue to invest in the medium to reach the masses.
The study on the ZMG website shows that print has 44m readers on a daily basis. The online newspaper is read by 40.2m people on a monthly basis. The print-only reach remains high with 63.3% whilst digital attracts 16.4m net additional readers.
Most of them can be found in the younger segment (14-29 years); 7.2m. The combined reach in this segment is a staggering 90.5%, with a print reach of 50%.
We often tend to look at the advertising expenditures per medium to determine whether the medium is healthy. In the case of newspapers, the German situation is not very different from other countries.
Advertising expenditures are also in decline, ZenithOptimedia estimates a 3% decrease for 2017, whilst last year it was a 0.5% decrease and in 2015, a 4.5% decrease.
Nevertheless, newspapers should also be judged by their readers market; readers gained and lost. Using the above data, print newspapers are still an excellent performer when it comes to reaching a mass audience.
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