WELT BASIC PRESENTATION 2021 - Status: September 2021 - Media Impact
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WELT
BASIC PRESENTATION 2021
Status: September 2021
1
O U R N E W U M B R E L L A B R A N D ST R AT E GY A S O F AU T U M N 2 0 2 1
A STEP TOWARDS THE FUTURE
#1 #2
NEW EDITORIAL CONCEPT EXTENSION OF OUR SUCCESSFUL
DIE WELT WELT AM SONNTAG CONCEPT
In addition to its Sunday edition,
"Concise, relevant, focused": DIE WELT becomes the daily WELT AM SONNTAG is already published on Saturday, as an
newspaper for the essential. “early edition” labelled as: "Tomorrow’s Newspaper".
DIE WELT offers highly condensed information and debate This double edition at the weekend offers our readers,
on 16 pages, targeting decision-makers, who wish optimum additional flexibility and intensified inspiration
information with a well-founded total perspective for the coming week.
within a limited time frame.
WELT AM SONNTAG remains a real Sunday newspaper
by revising and updating its Sunday edition.
2
W E LT STA R TS I N TO A N E W P R I N T F U T U R E
OUR NEW BOOKING UNITS
SO FAR As of 06 September 2021
WELT Print Werktag**
Mon.-Sat. DIE WELT
net paid circulation Mon.-Fri.
(IVW II/2021) 71,999 copies
Zeitung
von
WELT Print Gesamt*** Morgen
„Tomorrow‘s
Mon.-Sat. + Sun. WELT AM SONNTAG newspaper“
Net paid circulation: Sat.+Sun.*
(IVW II/2021) 363,779 copies
NEW
WELT Print Gesamt
Mon.-Fr. + Sat./Sun.* + „Tomorrow‘s
newspaper“
Combination with 3 publication dates, with a price advantage of 15%
3 * incl. WELT AM SONNTAG Kompakt / ** on working days / *** Total Edition
W E LT B R A N D
WELT – EUROPE‘S MULTICHANNEL BRAND N°1
WELT stands for a broad journalistic offer in TV, print, digital and audio. WELT covers all journalistic formats - from news and opinion
to documentaries. Every story - whether as text, video, photo or live coverage - follows the claim to provide reliable and user-oriented
information and to inspire our audience equally with passionate journalism, innovative products and the joy of experimentation.
25.53 MILL. UNIQUE USERS1 1 . 1 6 3 M I L L . D A I LY N E T V I E W E R S T O TA L Q 1 :
376,000 2.6 MILL. STREAMS 4
(MEN, AGED 14-49)2
DECISIONMAKERS3 ( + 4 3 7 % C O M PA R E D TO Q 1 2 0 2 0 )
1AGOF daily digital facts, Basis: DIGITAL TEE digital users, aged 16+ (60.04 mill.); Single month March 2021; Date retrieval of 12 April 2021
2AGF in cooperation with GfK / videoSCOPE 1.3 / Market standard: TV/ Net-viewers: Dwelling time 1 minute without interruption / Visoon Video Impact. Technical reach: Reporting date 31 March 2021, Mon.-Sun.,
03:00H-03:00Hr, Ø Jan-March 2021
4 3LAE 2020, WELT Print Gesamt (total edition)
4Podigee IAB 2.0 Standard.
PRINT CROSS -MEDIA DIGITAL
• 786.000 DECISION MAKERS1
• 376,000 DECISION MAKERS1 • 135.98 MILL. VISITS5
• 363,799 SOLD COPIES2 • 1.01 MILL. DECISION MAKERS1 • 329.99 MILL. PAGE IMPRESSIONS5
REACH REACH
27.43 MILL. CROSS-MEDIA NET REACH4 REACH
1.25 MILL. READERS3
25.5 MILL. UNIQUE USERS2
1) LAE 2021
5 2) IVW Q II 2021
3) AWA 2021
4) b4p 2020 II
5) AGOF AGOF daily digital facts, Basis: Digital TEE digital users, aged 16+ (61.17 mill.); Sihngle month March 2021; Data retrieval of : 12 April 2021
W E LT I A H E A D O F M A I N C O M P E T I TO R S
BEST CROSS -MEDIA NET REACH
27.43
MILL. 19.44
MILL. 18.73 18.03
MILL. MILL.
9.97
MILL.
WELT Frankfurter DIE ZEIT Süddeutsche Handelsblatt
Allg. Zeitung Zeitung
6 Source b4p 2020-III; Basis: Readers per issue, users per month (online, mobile usage vie smartphone / MEW, for die WELT including the app
WELT = DIE WELT + WELT AM SONNTAG + WELT AM SONNTAG Kompakt + WELT Online + DIE WELT Edition
1) Cross-medial= Print, homepage, app (if available), without TV
Men Männer 62%
0,15 Mio.
Women Frauen 38%
WELT PRINT
0,34 Mio.
Aged 30-59
30 bis 59 Jahre 50%
0,20 Mio.
A-levels/university
Abitur/Studium 55%
REDEARSHIP
0,34 Mio.
degree
HHNI < 3,000.--
HHNE € €
über 3.000 0,52 Mio.
67%
Social-/economic
Gesellschaft.-/Wirtschaftl.
0,40 Mio.
status 48%
Status= Stufe
level1+2
1+2
0,99 Mio.
Luxury oriented
Luxusorientiert 27%
7 AWA 2021, Basis 1,670,000 readers, New booking unit as of 06 September 2021.
The here above displayed data are based upon booking unit WELT Print Gesamt before 06 September 2021.
Subject to alteration and printing errors
WELT PRINT | SPECIAL ADVERTISING FORMATS
AWARENESS
With our special advertising formats, we create together
something really special: For your brand, Your product,
Your clients, for You!
Do not miss the opportunity to benefit from attention-
catching placements in our high-reach media brands
WELT AM SONNTAG and DIE WELT – Our aim is to help
You increase Your visibility and stage Your communication.
(regulärer Titel auf Seite 3)
Please see under this link our Case Book!
8
W E LT A M S O N N TA G I C O P Y T E ST
WELT AM SONNTAG READERS SAY…
WELT AM SONNTAG … WITH WELT AM SONNTAG …
• is credible and reliable (99%). • I feel relaxed (94%).
• has good authors (99%). • I have the feeling to discover exclusive
stories/backgrounds (93%).
• has a good mix of topics (99%).
• I enjoy the time, I spend with
• has well-researched articles (98%). WELT AM SONNTAG (93%).
• I can immerse myself in a world of news
and entertainment (89%).
Source: Copy Test 2020; KANTAR GmbH, September 2020, Basis: WAMS readers, total n = 250, decision makers n = 109.
9
SIGNIFICANT DRIVERS FOR ADVERTISING RECALL
STUDY „MEDIENWIRKUNGSDIFFERENZIALE“
Advertisers can additionally profit from advertising effects of the news genre.
Advertising recall plus
1 2
Higher ADVERTISING
RECALL with:
Affective The more the style of classic media offers Content Recall The more a user remembers content,
entertainment, a break from everyday life, the higher the likelihood
Expectation clarity and something to talk about, the of advertising recall.
higher the likelihood of advertising recall.
CLASSIC MEDIA
10 Source: Study Medienwirkungsdifferenziale 2020 (Media Effect Differentials).M E D I E N W I R K U N G S D I F F E R N T I A L E | E X C E R P TS F R O M ST U DY R E S U LTS
WELT - ADVERTSING RECALL plus
Affective Expectation Content Recall Adverting Recall Plus
DIE WELT 2.6% 11.2% 13.8%
WELT AM SONNTAG 3.1% 9.2% 12.3%
WELT.de 1.8% 9.7% 11.5%
WELT Fernsehen 2.3% 7.5% 9.8%
11 Source: Study Medienwirkungsdifferenziale 2020. Procedure: The additive advertising recall, which results in each case from the affective expectation of a medium (top box fully agree = increased
advertising recall + 22%) and the recalled content (at least + 5.2% per recalled number of articles), is then added together to form the advertising recall plus.M E D I A I M P A C T I C O N TA C T Fe l l i n Wo l t e r Director International Sales M e d i a I m p a c t G m b H & C o . KG Zimmerstraße 50 10888 Berlin f e l l i n .w o l t e r @ a x e l s p r i n g e r. c o m w w w. m e d i a i m p a c t . d e 12
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