Why do people read magazines

Every German reads an average of eight magazines

But Care: Since the current MA is based on new population census data, nobody can say whether these and all other changes in the reported reach have also occurred at the genre and title level in the market (only then could one come from Reader losses or talking about winning) or simply by cleaning up the statistical basis. Or both, in the same or in opposite directions. Nevertheless, there are clear winners and losers.

MA Print: The biggest magazines

Source: AGMA (figures in millions of readers)
Background: The new MA 2015 Press Media II (Magazines) and MA 2015 Daily newspapers are based for the first time on data from the 2011 census. According to this, the German-speaking population aged 14 and over includes over 1.28 million fewer people than previously assumed. And the differences vary greatly by region, age group and education. Significantly fewer people live in than previously assumed Metropolises like Hamburg (adjusted for 68,000 inhabitants) and Berlin (140,000) as well as in East Germany, In the most populous group of 40 to 49 year olds, 740,000 people are “missing”, while there are more 50 to 59 year olds than expected. And: There are more people living in Germany High school graduates (and fewer people with a secondary school leaving certificate) and more women than previously assumed.

MA Print: The biggest newspapers

Source: Figures in millions of readers (AGMA)
You have to keep all of this in mind when looking at the magazines, which in the new study show significantly more readers than a year ago in MA 2014 Pressemedien II, especially "Picture of the woman" (Difference: 540,000), "Living at Home" (180,000) and "Elle" (130,000). Or show significantly fewer readers than before, especially "ADAC - motorwelt" (Difference: minus 930,000), "RTV" (640,000), "Neue Post" (600,000) and "Bild am Sonntag" (580,000). The daily newspapers in Hamburg and Berlin, on the other hand, show smaller coverage differences compared to the previous year, and the “Berliner Kurier” even a good 10,000 more readers. The other differences are negative, but all remain in the five-digit range, such as the "Hamburger Morgenpost" (70,000), the “Berliner Morgenpost” (50,000), the “B.Z.” (40,000) and the “Hamburger Abendblatt” (20,000).

On the other hand, you can look at the range changes on a percentage basis without any restrictions. In the magazines, the biggest winner is "Living at Home": In the new MA, the title now reaches 0.7 percent of the German-speaking population over the age of 14, which is almost 0.3 percentage points or 61 percent more than in the previous MA 2014 Press Media II. Also "Bravo Girl" (plus 34 percent) and “Elle” (plus 27 percent) are growing massively, with newspapers the “Berliner Kurier” alone can increase its share slightly, by 7 percent.

The biggest magazine losers on this percentage basis are "Eating & Drinking for Every Day", whose reach fell from 0.8 to 0.4 percent (minus 53 percent), "The new" (minus 42 percent) and “Cooking & Enjoying” (minus 39 percent). In terms of newspapers, the "Hamburger Morgenpost" (minus 20 percent) in particular reach proportionally fewer readers of the total statistical population, including the "Berliner Morgenpost" (minus 15 percent), "TAZ" (minus 14 percent), "Southgerman newspaper" (11), "Handelsblatt" (10), "FAZ" (9) and "Bild" (7) leave feathers.

The bottom line is that 90 percent of those over 14 read popular magazines; according to the MA, each of them uses an average of eight titles. Most magazines are read by women (9.1 different titles), the target group 40 to 49 years of age (8.7) and academics (8.6 titles), reports the Media Analysis Working Group (Agma).

The most widely read genre is still the program press, whose 18 titles have a total reach of 58.4 percent. The 17th current magazines reach 43.2 percent of the German-speaking population. The motor press (ten titles) had a reach of 28.3 percent, and almost as many people read the 32 weekly women's magazines (27 percent). Regional subscription newspapers are read daily by half of the population (49.7 percent coverage), paid newspapers by 16.9 percent and national daily newspapers by 4.2 percent of those over 14 years of age. rp