Observed Signal · Jul 29, 2026 · Data Release · Source: Meedia · Impact: 2/5 · Sentiment: Neutral
Handelsblatt, Tagesspiegel and B.Z. Gain Reach 2026
AGMA's MA Tageszeitungen 2026 shows mixed results: while overall readership trends remain downward, several titles grew reach year-on-year. Bild remains the largest daily with 5.81 million readers (down 4.4%). Notable reach gains were recorded for Handelsblatt, Tagesspiegel (now classified as an overregional paper), B.Z. and the Morgenpost for Sachsen; regional subscription combos such as RheinMainMedia Gesamt and the Stuttgarter Zeitung/Stuttgarter Nachrichten duo also improved. Losses were reported for titles including F.A.Z. (−5.0%), taz (−17.2%, now digital-only), Berliner Morgenpost, Ostsee Zeitung and Westdeutsche Zeitung. The report notes a methodological caveat: the MA base population fell from 71.00 to 70.03 million due to new microcensus figures, making small national declines (around 1.4%) expected.
Annual audience measurement (MA Tageszeitungen 2026) affects publisher reach metrics, planning and monetization; however it is not a platform policy or major industry-shifting change.
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Key Takeaways & Evidence Grounding
- AGMA published the MA Tageszeitungen 2026 readership figures.
- Bild remains the most-read daily in 2026 with 5.81 million readers (−4.4%).
- Handelsblatt, Tagesspiegel and B.Z. registered reach gains in the MA 2026 data.
- F.A.Z. lost 5.0% reach and taz lost 17.2% (taz now appears only digitally).
- The MA population base was adjusted downward from 71.00 million to 70.03 million due to the Mikrozensus.
Connected Companies & Entities
10 Entities mapped“Zu den Gewinnern der Auswertung gehören diesmal u.a. das “Handelsblatt”, der “Tagesspiegel”, die “B.Z.” und die “Morgenpost für Sachsen”, zu...”
“Reichweitenstärkste Tageszeitung bleibt auch 2026 natürlich die “Bild": 5,81 Millionen Leute lesen die Zeitung pro Tag....”
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“Größere Verluste gab es bei den überregionalen Tageszeitungen laut agma für die “F.A.Z.”, die 5,0 Prozent einbüßte, und die “taz", die seit ...”
“MEEDIA berichtet über die Milliarden Euro schwere Schnittmenge, in der sich Medien und Marken treffen....”
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Ontology Mapping & Concepts
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MA Reach: Spiegel, Bild am Sonntag Biggest Losers
The MA Pressemedien II 2026 audience measurement shows broadly declining reach for German magazines and weekly newspapers. The largest absolute losses were recorded by Der Spiegel (−450,000 readers) and Bild am Sonntag (−430,000 readers), while ADAC Motorwelt and TV Spielfilm plus also suffered steep declines. Prisma remains the highest-reach title with 5.88 million readers per issue. Only nine of the top 50 titles gained reach versus the prior MA; notable gainers include lifestyle titles InStyle (+130,000 readers, +21.7%) and essen&trinken (+110,000 readers, +11.8%). Several program-guide titles (e.g., Hörzu, TV Movie) grew despite the overall downward trend.
LAE 2026: Manager Magazin, Wirtschaftswoche Top Winners
The Leitanalyse Entscheidende in Wirtschaft und Verwaltung (LAE) 2026 study, covering 3.066 million 'deciders' in business and administration, shows shifts in crossmedia and print reach among German news brands. Crossmedia winners (print + online) include Manager Magazin and Wirtschaftswoche, while Der Spiegel remains the largest brand overall but lost print readers and saw a small drop in percentage reach. Stern and Capital did not participate this year; Business Insider, Politico and Gründerszene (three Axel Springer online brands) and the TV broadcaster Welt are included for the first time with reported reach figures. Several newspapers and digital outlets (Handelsblatt, Süddeutsche Zeitung, F.A.Z., heise online) also recorded audience gains in either online or print segments.
Print MA: New reach data favors many publishers
Horizont reports that fresh readership numbers for magazines and daily newspapers (Print-MA) were published on July 29, 2026. The article notes that comparisons are difficult this cycle but says program magazines and regional newspapers have climbed in the rankings. A caption states that the 149 magazines listed in the MA reach almost two-thirds of the German-speaking population aged 14 and older. The piece references established measurement systems and statistics for circulation and reach, specifically IVW, MA and AWA, and frames the new figures as beneficial to many publishers.
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