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Readers of Hospodářské noviny
and Ekonom weekly
Readers of Hospodářské noviny and Ekonom
Hospodářské noviny ranks among the most successful
business dailies based on international comparison
Source: European Business Press, How to reach Europe 2012
Title of daily
Country
Number of
readers
Share of economic
active population
reading the daily
Hospodářské noviny
Czech Rep.
197 000
2,7%
De TIJD
Belgium
174 600
2,5%
Het Financieele Dagblad
Netherlands
175 000
1,6%
Handelsblatt
Germany
475 000
0,9%
Les Echos
France
413 000
0,8%
Puls Biznesu
Poland
103 000
0,4%
Ekonom ranks among successful European economic
weeklies based on international comparison
Source: European Business Press, How to reach Europe 2012
Tittle of weekly
County
Handelszeitung
Švýcarsko
WirtschaftsWoche
Německo
Veckans Affärer
Number of
readers
Share of economic
active population
reading the weekly
134 000
2,6%
1 118 000
2,1%
Švédsko
87 000
1,4%
Vida Económica
Portugalsko
95 500
1,3%
Ekonom
ČR
89 000
1,2%
Euro
ČR
52 000
0,7%
Hospodářské noviny and Ekonom –
titles with the highest share of subscribers
Source: ABC ČR 2012
75%
15%
52%
Mladá fronta DNES
41%
50%
Lidové noviny
0%
40%
60%
70%
Ekonom
9%
26%
0
5%
80%
předplatné
40
pultový prodej
10%
42%
17%
56%
20
100%
18%
49%
Forbes
10%
56%
20%
Euro
7%
39%
39%
Právo
4%
60
ostatní prodej
80
100
Hospodářské noviny and Ekonom are the main sources of economic
information needed for occupation practice of Czech decision makers
Source: LAE-ČR-2012, GfK Praha, Unie vydavatelů
72%
Hos podářské
noviny
77%
Ekonom
8%
19%
Euro
Mladá fronta DNE S
5%
Týden
,
Dení k
Profit
Lidové n ovi ny
other daily
2%
Respekt
2%
(100 % = decision makers for whom are dailies the main source of
economic information)
5%
other
magazines
2%
2%
6%
(100 % = decision makers for whom magazines are the main source of
economic information)
Profile of Hospodářské noviny
and Ekonom readers
Current results of
Media Projekt
1. 7. 2011 – 17. 12. 2012
Media projekt
• national research in the Czech Republic finding out readership of
print media
• all of dailies and main magazines are included in the research
• method of questioning - " face to face " CAPI
• continual process of questioning during the whole year
• method of random selection of respondents
• 25 000 respondents aged 12 - 79 years asked per year
Sex-based structure
Source: Media Projekt 1. 7. 2012 – 17. 12. 2012, GfK Czech - Median, Unie vydavatelů, SKMO
Share of men is higher than women
among Ekonom and HN readers
100
women
37%
men
63%
80
Comparison with general
population
72%
share of men
63%
60
50%
40
men
72%
women
28%
20
0
Hospodářské Ekonom readers
noviny readers
general
population
Age-based structure
More than half of Ekonom readers
has university degree of education
40 - 49 years
19%
30 - 39 years
36%
population
50 - 59 years
20%
up to 29
years
14%
100
60 years and
over
11%
Half of Hospodářské noviny
readers is 30 - 49 years old
80
share of age group
30 - 49 years
60
47%
55%
36%
40
20
50 - 59 years
31%
0
60 years and
over
13%
40 - 49 years
25%
30 - 39 years
22%
up to 29 years
9%
readers
Ekonom readers
general population
Education-based structure
Half of Ekonom readers
has university degree of education
university
degree of
education
51%
population
skilles
without
schoolleaving exam
4%
secondary
education
45%
share of graduates
100
80
Half of Hospodářské noviny
readers has university degree of education
60
58%
51%
40
13%
20
university
degree of
education
58%
primary
education
4%
secondary
education
29%
skilles
without
schoolleaving
exam
9%
0
Hospodářské
noviny readers
Ekonom readers
general
population
Ekonomic activity
Ekonom is the economic weekly
with the highest ratio of economically active readers
economic
active
86%
economic
inactive
14%
population
100
share of economically active
population
86%
86%
80
HN is daily with the highest ratio
of economically active readers
54%
60
40
economi
c active
86%
economi
c
inactive
14%
20
0
readers
Ekonom readers
general population
Top and middle management
Almost third of economically active Ekonom and HN
readers works in the top and middle management positions
Comparison with
general population
100
share of top and middle
management
80
60
Every third of economically active HN
readers works in the top and middle management positions
40
34%
32%
20
0
100 % = economically active readers
8%
Hospodářské
noviny readers
Ekonom
readers
general
population
Decisions on company investments
More than half of economically active Ekonom
readers desides on company investments
population
decides
63%
doesn´t
decide
37%
100
share of economically active people
deciding on company investments
80
More than half of economically active HN
readers desides on company investments
decides
58%
doesn´t
decide
42%
100 % = economically active readers
60
58%
63%
40
20%
20
0
readers
Ekonom readers
economic ally active
population
Living standard of households
Half of Ekonom readers lives in households
with the highest status and the highest living standard
category B
11%
category A - the
highest
53%
population
category C
27%
100
Half of HN readers lives in households
with the highest status and the highest living standard
category B
10%
80
60
49%
53%
40
category C
29%
category A the highest
49%
Share of people living in households with
the highest living standard
category D
9%
category D
8%
category E the lowest
4%
13%
20
0
Hos podářské
noviny
readers
Ekonom
readers
general
popu lation
Profile of Hospodářské noviny
and Ekonom readers
among decision makers
Results of Research
LAE-ČR-2012
LAE-ČR-2012
• research focusing on the target group of individuals with decision-making
powers following standard European research projects
• managers, managerial-type of employees, entrepreneurs with 3 or more
employees, state administration executives, independent senior
professionals, qualified employees preparing data for corporate decisions
were surveyed
• "face to face„ questioning method
• combined random and quota sampling method
• the sample of 2042 respondents
• size of the target group in a population of 331 000 persons
High ratio of HN and Ekonom readers
among the decision makers
Source: LAE-ČR-2012, GfK Czech, Unie vydavatelů
Of the total number of decision makers every
seventh is the reader of Ekonom
reads
other
economic
weekly
87%
Readership among people with decisionmaking powers
(in TSD of persons)
120
reads
Ekonom
13%
100
89
80
80
Of the total number of decision makers
one quarter is the reader of Hospodářské
noviny
55
60
42
reads other
daily
73%
40
25
17
20
reads
Hospodářské
noviny
27%
15
HN
MfD
Den ík
LN
E1 5
15
7
5
0
23
Eko nom
Eu ro
Pro fit
Týd en
Reflex
Respekt
The highest number of managers
is among our readers
More than a half of Ekonom and HN readers with
decision-making powers works as managers
entrepreneurs
employing 3 and
more employees
7%
Readership among top managers
(in TSD of persons)
100
qualified employees
21%
managers,
managerial-type
employees
54%
entrepreneurs
employing 3 and
more employees
9%
independent
superior
professionals
8%
managers in state
administration
10%
80
60
53
37
40
qualified employees
17%
managers,
managerial-type
employees
59%
28
independent
superior
professionals
6%
23
20
managers in state
administration
9%
0
6
HN
Mf D
Deník
LN
9
3
E15
Ekonom
Euro
12
5
Profit
Týden
10
7
Reflex Respekt
Our readers are members of Company
Top Management
One quarter of Ekonom readers with
decision-making powers is a member
of the company statutory body
is not a
member
73%
is a member
27%
One third of HN readers with
decision-making powers is a member
of the company statutory body
is not a
member
68%
is a
member
32%
Our readers are members of Company
Top Management
68 % of Ekonoma readers
with decision-making powers
are members of a company
management
is a
member
68%
is not a
member
32%
77 % of HN readers with
decision-making powers are
members of a company
management
is a member
77%
is not a
member
23%
One third of decision makers who work in companies
with annual turnover up to 50 milions CZK can be addressed via
Hospodářské noviny and Ekonom
173
in TSD of persons
43
40
31
10
Hospodářské Mladá fronta
noviny
DNES
Deník
Li dové noviny
20
2
E15
Ekonom
4
4
Euro
Profit
12
11
11
Reflex
Týden
Respekt
decision
makers in
companies
with annual
turnover up
to 50 milions
CZK
44 % of decision makers who work in companies with annual
turnover higher than 50 milions CZK can be addressed via
Hospodářské noviny and Ekonom
in TSD of persons
77
29
20
15
11
Hospodářské Mladá fronta
noviny
DNES
Deník
2
3
Li dové noviny
E15
6
Ekonom
Euro
3
Profit
8
Týden
5
Reflex
2
Respekt
decision
makers in
companies
with annual
turnover
higher than
50 milions
CZK
47 % of decision makers who deside on investment annualy
higher than 5 million CZK in companies can be addressed
via Hospodářské noviny and Ekonom
in TSD of persons
45
18
10
Hos podářské Mladá fronta
noviny
DN ES
9
8
Dení k
2
1
Lidové n ovi ny
E15
Ekonom
3
2
3
3
2
Euro
Profit
Reflex
Týden
Respekt
deci sion
makers who
deci de on
investment
hig her than 5
million CZK
Thank you for your attention

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