Observed Signal · Jul 29, 2026 · Data Release · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
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.
New official print reach figures affect publishers' audience claims and media planning but do not represent a major platform or technology change for the wider AdTech ecosystem.
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Key Takeaways & Evidence Grounding
- Article published on July 29, 2026 and written by Roland Pimpl.
- The 149 magazines listed in the MA reach almost two-thirds of the German-speaking population aged 14+.
- New readership numbers for magazines and daily newspapers were released; program magazines and regional newspapers rose in the rankings.
- The article references circulation and reach statistics from IVW, MA and AWA.
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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.
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.
IVW 2/2026: Major German News Titles Show Divergent Readership
The Horizont article by Roland Pimpl (published 2026-07-22) reviews IVW 2/2026 readership/circulation data and reports that weekly news titles and national daily newspapers had a weak spring in sales but show very different performance levels—especially for digital subscriptions. The piece highlights that performance varies significantly across titles and warns that three specific titles are under particular pressure. The article appears on Horizont (dfv Mediengruppe) and cites IVW as the measurement source.
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