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%