Reception analysis of the bz - Wiener Bezirkszeitung

The following key questions were investigated:

• Is the Wiener Bezirkszeitung's speciality of being read as a "district navigator" actually perceived as such?
• Which readership uses the Wiener Bezirkszeitung as a source of information for optimal orientation in the district and why? Can families be addressed sustainably and how?

In accordance with these core questions, the reception analysis was orientated towards establishing an ACTUAL and an OPTIMAL level of reader perception, which was to be specified according to the target group, for example by Viennese district, by age group and by marital status.

Online questionnaire survey

The survey lasted 53 days from 24 June 2015 to 15 August 2015 and was advertised for the first time on 25 June 2015 in the bz - Wiener Bezirkszeitung. The internet address www.soscisurvey.de/bzstudie/ was activated 6737 times. The focus of the survey was to assess existing subjects of the newspaper and to ascertain the readers' wishes. 4222 participants answered the questions from the beginning to the last page.

Assessments of the bz - Wiener Bezirkszeitung

The results of the online survey showed that the bz-Wiener Bezirkszeitung enjoys a high level of approval with regard to the realisation of its reception goals. It is confirmed as "local" by 87%, "understandable" by 89% and "up-to-date" by 80%.

The bz-Wiener Bezirkszeitung is perceived by all as a potential for action for their own district. Topics that are less focussed on the district and therefore have a more general focus are not expected as desired topics for the bz - Wiener Bezirkszeitung. The proximity to the district is desired 100%. An increase in regional reporting, district-specific offers and events, which relate in particular to the areas of a) environment, nature & animals; b) health & medicine; c) culture & art and d) cuisine & cooking topics, was identified as potential for optimisation.