Readership Switzerland 2001-2007
Swiss readership auditing organization WMEF published in the last (December 2007) Report an article on readership patterns of different age groups. The article by Edi Kradolfer is on page 9 to 11. It’s in German (and also in French), but graph 2 on page 10 is clear enough.
Readership of paid papers by older age groups (45 years and above) has hardly changed between 2001 and 2007. But the younger groups read less paid newspapers, particularly after 2003. The drop, however, was less than 10%.
Concerning free dailies, however, all groups increased their reading substantially. The younger the age group, the bigger the increase. The 60+ group went from around 10 to more than 20%; the 15-29 years old group went from less than 20 to 50%.
In both the German and the French speaking part of Switzerland free dailies reach a third of the population. In the French speaking part the total reach of newspapers increased from 70 to 80% because of free dailies.