Print media show slight decline in readership affluent.

EMS, the European-wide media study revealed last week the results of its latest survey. EMS researches the affluent and influential people in Europe and is a valuable balance to many single-media, single-country studies. The study confirms what so many individual surveys have indicated: print media are steady or slightly in decline. On average pan-regional titles were read by 25,3% of the EMS sample, which is a decline of 1.1% compared to last years figures. Individual titles had very little movements, with the free newspapers increasing their average issue readership (AIR).
The EMS survey makes a distinction between the Top 13% and Top 3% (EMS Select) in its sample. The more affluent the higher the readership for print and reach of television. AIR for pan-European (News and Business) print was at respectively 7.2% and 15,3%. Reach of pan-European TV (News and Business channels) was 42,7% for EMS and 53,8% for EMS Select. Next year digital usage will be added to the survey. This will offer an even more complete view of media consumption of this exclusive and influential group of people. Especially in B-to-B and corporate marketing this survey is relevant as C-suits (which are often the target audience in B-to-B) are among the target group of EMS.