Paperjam’s monthly magazine has captured an audience representing 9.9% of the population. More precisely, the study highlights an audience of 52,600 people over 15 years old.
In the detailed figures provided by TNS Ilres and Kantar Belgium, it appears that Paperjam magazine attracts a young readership of senior executives and qualified employees. 25.2% of the audience is made up of people aged 35 to 44. The 45-54 year olds represent 22.6% of the monthly magazine's audience, and the young professionals (25-34 years old) make up 20.8% of the Paperjam audience.
In terms of audience profile, the study shows that 39.7% of Paperjam's audience is made up of senior executives or professionals. 25.7% of the audience is made up of middle management and qualified employees.
"With its specialised articles on economic, financial, political and cultural news, Paperjam magazine is a reference for all working people and change agents in Luxembourg. The audiences gathered show the great success of the title, which has been able to establish itself and grow as a strong media brand over the years,” says Bérengère Beffort, director of the Maison Moderne publishing house, which edits Paperjam and Delano.
Including cross-border commuters
The study, however, focuses solely on the resident population. Although the resolution is geared towards those who make Luxembourg an economically attractive and innovative country, cross-border commuters represent one in four readers. Including the 52,600 readers estimated by this study, the total audience (including cross-border commuters) could reach around 65,750 readers.
"These new results illustrate the desire of the Paperjam editorial team to be useful to its readers, whom we thank for their loyalty. In a period when moments of reflection are precious to complement the daily news, Paperjam's journalists confirm their desire to shed light on the decisive issues for the country's future and to highlight those who contribute to modernising it and making it shine internationally,” says , editor-in-chief of Paperjam magazine.
In the daily press, the Luxemburger Wort remains the most widely read newspaper in the country with a readership of 117,000 readers over the age of 15. It is followed by L'Essentiel (88,300 readers), Tageblatt (25,900 readers) and Le Quotidien (12,300 readers).
But over five years, the audience of traditional media has declined. In 2017, the same study credited the Luxemburger Wort with 153,000 readers over the age of 15. A similar trend was observed with Tageblatt (42,100 readers) and Le Quotidien (24,400 readers).
Over the same period, again according to TNS Ilres, the magazine Paperjam went from 48,900 readers in 2017 to 52,600 readers in 2022.
On the web, RTL.lu remains the leading online medium with an audience of 203,300 visitors per day. Lessentiel.lu is in second place with 137,400 visitors per day. Finally, wort.lu is credited with 93,100 visitors per day.
What about the English-language press?
It should be noted that the internet audience of Paperjam.lu was not measured by TNS Ilres and Kantar Belgium. The study also did not take into account the audiences of magazines with very large circulations, such as City (Ville de Luxembourg) and Inflight (Luxair). Nor did it take into account Delano Magazine and other English-speaking national newspapers, even though 81% of Luxembourg's citizens--i.e. more than 400,000 residents--speak English.
This media barometer, carried out in two waves--from mid-February 2021 to the end of June 2021 and from mid-September 2021 to the end of January 2022--with a sample of 3,755 people over the age of 15, provides an overview of the Luxembourg media landscape. This study was commissioned by the three major media groups of the country: Editpress SA, IP Luxembourg/CLT-UFA and Mediahuis Luxembourg SA.
This story was first published in French on . It has been translated and edited for Delano.