Die IVW hat sich über Jahrzehnte als Messinstrument für den Print- und in jüngerer Zeit auch für den Online-Bereich etabliert. Die hier manifestierten Auflagen, Verbreitungen und Reichweiten bestimmen die Bedeutung einer Publikation und letztendlich über die Anzeigenpreise auch die wirtschaftliche Situation der Verlage. Dass die IVW den Verlagen bei der Meldung ihrer Kennzahlen einen gewissen gestalterischen Spielraum lässt, ist hinreichend bekannt.
Welche Möglichkeiten sich hier bieten und wie diese beispielhaft genutzt werden, wurde unlängst im TAZ Hausblog aufgezeigt – sozusagen Informationen aus erster Hand. Auch das hart umkämpfte Segment der Jugendzeitschriften scheint nicht ganz unbefleckt zu sein. Hier eine kurze Checkliste, die es beim Lesen und Interpretieren der IVW-Zahlen zu beherzen gilt:
Verbreitung
Die Verbreitung gibt an, wie viele Exemplare einer Publikation im betrachteten Zeitraum insgesamt in Umlauf gebracht wurden. Diese Zahl ist zwar ein erster Indikator für den “Erfolg” eines Titels, allerdings zeigt sich erst auf den zweiten Blick, ob all diese Hefte auch wirklich gelesen wurden. Die Verbreitung eines Titels sollte nie als die alleinige Entscheidungsgrundlage dienen. Es lohnt ein Blick ins Detail.
Abonnenten
Die Zahl der Abonnenten bildet eine sehr zuverlässige Messgröße für die mittel- und langfristige Entwicklung einer Publikation. Abonnenten entscheiden sich wissentlich für einen Titel und binden sich länger. Ihnen sagt der Inhalt zu, das redaktionelle Konzept hat sie überzeugt. Steigende Abozahlen sprechen für offenes Marktpotential und ein funktionierendes Marketing des Verlages. Je höher der Anteil der Abonnenten, desto solider ist ein Titel im Markt aufgestellt und er wird schwerer durch den Wettbewerb angreifbar. Sinkende Zahlen sollten skeptisch machen und die Frage aufwerfen, ob die generelle Positionierung des Titels den Leser noch erreicht. Besonderes Augenmerk verdienen die Fälle, in denen sich die Gesamtverbreitung erhöht, obwohl die Abonnentenzahlen sinken. Entweder wird hier seitens des Verlages versucht, den Abonnentenverlust kosmetisch zu kaschieren oder der Kioskvertrieb gewinnt an Bedeutung, was dem Titel wiederum Planungssicherheit nimmt.
Remittenden / Druckauflage
Remittenden bezeichnen gedruckte Hefte, die vom Handel nicht verkauft und zurückgesendet werden. Dass es diese Remittenden gibt, ist nicht verwerflich. Verlage müssen den Handel ausreichend bestücken, damit ständig genügend Hefte in den Regalen liegen. Interessant ist vor allem das Verhältnis von Druckauflage zu Remittenden, denn es erlaubt eine Einschätzung über die generelle Situation des Titels. Steigt Anzahl der Remittenden bei gleich bleibender Druckauflage überproportional an ist davon auszugehen, dass ein Heft den Leser nicht (mehr) erreicht. Sinkt sie in einem gesunden Maße, erhöht sich in der Regel die Rentabilität. Besonders bei Neueinführungen versuchen Verlage, durch massive Steigerung der Druckauflagen und der Auslieferungen den Erfolg zu “erzwingen”, was häufig scheitert. Erhöht sich die Druckauflage, sollte die Anzahl der Remittenden nicht proportional steigen. Nur dann landen wirklich mehr Hefte beim Leser.
Bordexemplare
Zeitungen, Zeitschriften und Magazine, die in Flugzeugen verteilt werden, nennen sich Bordexemplare. Sie werden den Verlagen von Fluglinien zu stark vergünstigten Konditionen abgekauft und leisten also per Definition ihren Anteil zur verkauften Auflage. Ob sie jedoch wirklich beim Leser landen, wird nicht geprüft. Besonders bei Tageszeitungen ist eine kosmetische Steigerung der Verbreitung durch Heraufsetzen der Bordexemplare sehr beliebt. Wie der TAZ Hausblog anschaulich aufzeigt, beträgt der Anteil der Bordexemplare, z.B. bei der Financial Times Deutschland, mehr als 30 Prozent der “verkauften” Auflage. Unter Jugendzeitschriften sind Bordexemplare wenig verbreitet.
Sonstiger Verkauf
Oft beauftragen Verlage Agenturen mit der Verteilung von Heften, z.B. in Gaststätten, Einkaufszentren oder bei Veranstaltungen. Auch diese Hefte werden zunächst gern und günstig an die Agenturen verkauft. Hierdurch zählen auch diese Exemplare zur verkauften Auflage. Auch hier ist mehr als fraglich, ob diese Hefte wirklich beim Leser ankommen bzw. auch gelesen werden. Mediaplaner sollten diese Position generell sehr kritisch hinterfragen.
Auslandsverbreitung
Die gestalterischen Freiräume der Verlage im Auslandsvertrieb sind oft noch größer, als die innerhalb Deutschlands. Ein beliebtes Mittel der kosmetischen Auflagensteigerungen ist die Erhöhung der Auslandsverkäufe. So hat der Anteil dieser Verkäufe bei führenden Jugendzeitschriften seit 2006 um fast 25 Prozent zugenommen, in Einzelfällen sogar um 50 Prozent. Die Steigerung der Gesamtverbreitung lag jedoch deutlich darunter. Dies gilt es zu hinterfragen und sich vom betreffenden Verlag erläutern zu lassen. Doch zunächst sollten sich Werbetreibende die Frage stellen: Wie interessant sind die Leser im Ausland für mich?
In der Mediaplanung, besonders im Jugendmarketing, sollten die fragwürdigen Größen der IVW Ausweisungen gemäß der eigenen Zielgruppe quantifiziert werden. Beispielhaft so: Gesamtverbreitung minus Freiexemplare minus Bordexemplare minus sonstiger Verkauf minus Auslandsabonnenten = Individuelle Nettoverbreitung. Oft sieht nun der erzielbare TKP schon deutlich anders aus.
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