Luxemburger Wort

Case Study:
Luxemburger Wort

Media consumption in Luxembourg – preferences of different milieus regarding topics and platforms

Challenge

The Luxembourg media industry, and in particular the newspaper market, is currently undergoing a period of profound change: in addition to proving itself in the market as a fairly young free daily newspaper, it faces an accelerating trend towards digital media and news consumption.
This poses a double challenge for the “Luxemburger Wort” – the country’s oldest newspaper and the one with the widest reach.

Solution

A representative media and milieu study was conducted in order to better understand these changes and be able to counter them in a more targeted way.
The focus was on the Luxembourg media market, areas of reader interest, and the affinity with and willingness to pay for digital media products.

Result

The results allow a clearer understanding of the target group and a sharper competitive demarcation than before.
In addition, the findings paved the way to shape the paper's future direction along the lines of digital products, possibly subject to a fee.

What the client says

Thanks to the findings based on the Sinus-Milieus®, the editorial team and marketing & sales now have a clear description of the core target groups and their interests, so that we can move our products even closer to the core readers and market them to advertisers in a more targeted way.

PMO – Luxemburger Wort

Luxemburger Wort

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