December, The Modern Daily Newspaper For Germany

The Modern Daily Newspaper For Germany December, 2002 Contents 1. Editorial Concept 2. Readership 3. Selected Target Groups 4. Die WELT as evaluat...
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The Modern Daily Newspaper For Germany

December, 2002

Contents

1. Editorial Concept 2. Readership 3. Selected Target Groups 4. Die WELT as evaluated by its readers

Editorial Standard

The Editorial Concept

z Dr. Wolfram Weimer

Germany‘s most modern quality daily newspaper

Editor-in-Chief of DIE WELT

z

cosmopolitan both optically and in its contents with a cross media input

Clear 4-section structure The editorial Concept

1st section:

2nd section:

3rd section:

4th section:

Politics

Economy

Finance/ Sport

Feature Pages

International, Europe, Berlin Capital and 2 pages forum

with real estate/ realty page

What DIE WELT Stands for...

The Editorial Concept

z

quality journalism in internet and in print

z

liberal and cosmopolitan

z

clearly structured news, analyses and commentaries in all sections

z

clear layout as well as additional compact summary sections offer a quick information guide for the reader who has little time

z

2 regional editions in Berlin and Hamburg

z

direct website address of the subject-related sources at the end of many articles

z

up-to-the-minute internet information in WELT online - www.welt.de

DIE WELT – Media Awards 02/2001: “World´s Best Designed Newspaper” in the category “high-circulation newspapers“

09/2000: “Media Tenor Prize for journalistic variety”

Print Sport-Redaktion des Jahres

01/2000: In second place for the “Print Sports Editing of the Year”, awarded by the “sport intern” news agency service

11/1999: “Europe´s Best Designed Newspaper” in the category „national daily newspapers“

Circulation Structure

t ot al net paid circulat ion

2 3 8 , 4 12

Since the successful relaunch of subscript ion

12 7, 2 14

DIE WELT in 1998 the readers‘ market has reacted with an

newsst and sales

impressively increased demand.

5 1, 4 9 9

The modern newspaper concept of DIE WELT has asserted itself daily in

59, 699

miscellaneous sales

the market for the last four years and enjoys a high empathy with its

of which personal 30, 991 in- flight copies 0

Source: IVW Institute, 3rd quarter, 2002

readers. 50000

10 0 0 0 0

15 0 0 0 0

200000

250000

THE

READERSHIP in market and media surveys

1. MA – socio-demography 2. AWA - interests/consumption 3. LAE – decision-makers MA (Working Group Media Analysis) and AWA (Allensbach Advertising Media Analysis) are roughly equivalent to the UK‘s NRS (National Readership Survey) LAE (Readership Analysis Decision-makers ) is roughly equivalent to the UK‘s EBRS (European Business Readership Survey).

Socio-demography The Readership

MA 2002 Tageszeitungen DIE WELT coverage: 606,000 readers Basic population: 64.25 million people aged 14+ Readers' structure Universe

MA 2002 % 100

DIE WELT % 100

DIE WELT Affinity index total = 100

male female

48 52

61 39

127 75

14-29 years 30-59 years 60 years and older

20 50 30

16 58 26

82 114 88

A-levels, no college or university A-levels, college or university

7 8

22 29

299 346

52 48

62 38

121 78

1 3

5 12

542 438

21 26 15

19 56 43

94 216 277

Sex

Age groups

Education

employed not employed (i.e. in training or retired) Current employment of interviewee self-employed and liberal professions executives and civil servants Household net income 2,000 Euros - 2,500 Euros 2,500 Euros and more 3,000 Euros and more

Source: MA 2002 Tageszeitungen

Distribution The Readership

DIE WELT - nationwide circulation As one of the leading German quality dailies DIE WELT has a particularly nationwide coverage.

Nielsen VI

In addition, DIE WELT is international and is represented in more than 130 countries.

Nielsen Nielsen Nielsen Nielsen Nielsen Nielsen Nielsen Nielsen

I II IIIa IIIb IV V VI VII

Source: MA 2002/II

DIE WELT 40% 24% 8% 7% 6% 9% 3% 4%

FAZ 9% 2 7% 36 % 13% 7% 3% 2% 3%

Nielsen V

Nielsen II

Nielsen core areas D 16 % 2 1% 13% 12 % 15 % 4% 9% 9%

Nielsen I

Nielsen VII

SZ 6% 7% 5% 10 % 65% 2% 2% 2%

Nielsen III a

Nielsen III b

Nielsen IV

High Exclusive Readership The Readership

536,000 WELT readers 70 ,0 0 0 multiple readers

i.e. 88% who read DIE WELT

5 36 ,0 0 0 exclusive readers

DIE WELT e xclusive re a de rs

mult iple re a de rs (WELT, FAZ, SZ)

Source: MA 2002 Tageszeitungen, universe: 606,000 DIE WELT readers

exclusively

MA Readership Focus The Readership 10 0 % 10 0 %

DIE WELT readers are above-average... well educated have a high income and are decision-makers DIE WELT readers t ot al populat ion

50%

50%

4 3% 26% 16 %

15 % 8%

0% DIE WELT readers (5 2 1,0 0 0 )

educat ion (A- levels, college, uni)

hshld net income decision- makers 3,0 0 0 Euros plus

statement: 50%of DIE WELT readers have A-levels, college or university studies Source: MA 2002 Tageszeitungen, target group: decision-makers (liberal professions, self-employed, executives, civil servants)

AWA Readership Focus

Circulation and Reach

DIE WELT readers... have a wide range of interests, are affluent decision-makers in their respective sectors.

10 0 %

DIE WELT readers

9 3% 10 0 %

t ot al populat ion

79 % 72 % 65%

70 %

6 7%

58%

50%

44%

0% Die Welt readers (8 34 ,0 0 0 )

Int erest in polit ics

Decision-makers Financial/ cap. invest ment

Int erest in art / cult ure

statement: 93% of DIE WELT readers are interested in politics, (72% for the total population) Source: AWA 2002 , universe: total DIE WELT readers

Decision-makers mod. t elecom.

AWA Structural Profile of DIE WELT readers The Readership

structural share: DIE WELT readers and total population by comparison

decision-makers wit h specialist compet ence financial/ capit al invest ment

t ot al populat ion DIE WELT readers

20%

wrist wat ch wit h a value of at least 5 0 0 Euros in household

10 %

Somet imes I spend 5 0 Euros + per person in a high-class rest aurant

0%

art / cult ure - can be considered t o be an expert

I like t o buy product s from exclusive companies

statement: 17% of DIE WELT readers can be considered to be art and culture experts (for the total population only approx. 7%) Source: AWA 2002 , structural share respectively. Total and DIE WELT readers

LAE Readership Focus

Circulation and Reach

10 0 % 10 0 % 80%

75 %

50%

DIE WELT readers... are decision-makers with a high income 4 3% 30 %

DIE WELT readers LAE 2 0 0 1 9%

6%

0% DIE WELT readers company (16 7,0 0 0 ) management / MDs*

gross income of 76 ,0 0 0 Euros +

t ot al management finance

statement: 80% of the LAE-DIE WELT readers have an annual gross income of 76,000 Euros and more (for the total LAE the value is 75%) Source: LAE 2001 , universe: total DIE WELT readers *single/ group decision-makers, delegation

Die WELT Readership in the LAE Survey The Readership indust rialist s/ MDs

14 0

commercial companies/ MDs

14 8

t echnical companies/ MDs

115

int ernal admin./ organisat ion

130

financial sales/ dist ribut ion

134

market ing 12 3

purchasing 80

product ion R and D

89

70

80

90

10 0

Source: LAE 2001 , universe: total DIE WELT readers

DIE WELT readers: affinity profile in comparison with the LAE basic population total (universe = 100) 110

12 0

130

14 0

15 0

as evaluated by its readers

Reading Duration

DIE WELT as Evaluated by its Readers

DIE WELT is read extensively: the average reading time is 62 minutes.

Question: How long do you spend reading this edition on the whole?

14% 12%

90 minutes plus

DIE WELT readers total 22% 24%

61 - 90 Minuten 15% 17%

51 - 60 minutes

18%

41 - 50 minutes

14% 8% 9%

31 - 40 minutes

14%

21 - 30 minutes less than 20 minutes 0%

DIE WELT readers decision-makers

18% 9% 5% 10%

20%

30%

40%

50%

Source: MarktMediaAnalysen, 20.9.2002. universe: total, N=265; Decision-makers: „FSLAB“ (self-empl., liberal professions., executives, civil servants) , N=99

The most appreciated Components of DIE WELT DIE WELT as evaluated by its Readers DIE WELT as a competent reporter: Economy, Politics and Finance are the most appreciated components of DIE WELT. More than half of the decision-makers particulary hold the Economy section in high esteem. Question: Which parts of DIE WELT do you particularly value? 43%

Po l i t i cs

46% 38%

Eco n o m y

54%

20%

Fi n an ce

28% 13%

Cu rre n t / En t ert ai n i n g W o rl d N ew s Pag e

16%

DIE WELT readers, decision-makers

12%

St o ck Exch an g e, I n vest m en t , Fu n d s Ch art s

DIE WELT readers total

16% 10% 11%

Cu l t u re, Li t era t u re , Feat u re Pag e s Sp o rt s

0%

9% 10%

10%

20%

30%

Source: MarktMediaAnalysen, 20.9.2002. universe: total, N=265; Decision-makers „FSLAB“ group, N=99

40%

50%

60%

Usage of Sections

DIE WELT as evaluated by its readers

DIE WELT und its most favourite pages Front page, Politics, Entertaining World News, Economy and Berlin Capital News. Question: I am going to read out to you the various parts or sections of DIE WELT. Tell me using this scale whether your read this part always/ frequently/ seldom or never. 98%

Fr ont Pa ge

89%

Polit ics Ent e r t a ining W or ld N e w s

88%

Econom y

87%

Be r lin Ca pit a l N e w s

82%

Scie nce

68%

For um

67% 64%

Fina nce Spor t s

57%

Fe a t ur e Pa ge s

0%

alw ays or frequently

45% 10%

20%

30%

Source: MarktMediaAnalysen, 20.9.2002, universe: total, N=265

40%

50%

60%

70%

80%

90%

100%

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