Twice a year, TNS-Ilres carries out a survey on media consumption at the request of Luxembourg media groups Editpress, RTL and Saint-Paul. Just over 4,000 residents aged 15 or over were surveyed in two waves between mid-February 2020 and the same time this year.

Paperjam, Delano’s sister publication, grew its audience to 62,700, or 11.9% of the population. This was up from 62,400 in the spring 2020 edition of the survey and 61,500 in the spring 2019 survey.

“With a reach of nearly 12%, Paperjam has succeeded in keeping its readers despite teleworking,” said Mike Koedinger, founder and interim publishing director of Maison Moderne, Paperjam’s publishing house.

“Since the start of the pandemic, we have made significant efforts to continue to reach all of our readers and even to gain new ones. To keep the link, without interruption, we have offered to send the magazine to subscribers' homes instead of their workplace, whether in Luxembourg or in the greater region, or to leaf through and read the magazine in PDF format,” Koedinger said.

The Luxemburger Wort remained the country’s most popular daily newspaper, reaching 26.2% of the population in print (compared to 28.4% including its e-paper version). Year-on-year, print readership was down from 142,500 to 137,500.

The Tageblatt came in some way behind in second place at 7.2%, including print and online versions. Free daily paper L’essentiel reached roughly one in five people.

The readership of Delano and other English-language media is not assessed in the study.

RTL Radio was the most tuned-into radio station, at 150,700 listeners (29.9% of the population). RTL’s Luxembourg language television station meanwhile reached 19.8% of residents.

The three most popular daily news websites were rtl.lu (with a reach of 38.9% of the population), lessentiel.lu (28.6%) and wort.lu (17.2%).

“I am delighted with the excellent results from our flagship brand Paperjam,” said Geraldine Knudson, CEO of Maison Moderne. “The results are even better if we compare the 19.9% reach of Paperjam, which is after all a specialist magazine, to audiences of the main generalist news media,” she said.

“Once again, the findings confirm Paperjam’s exceptional role in reaching readers with high purchasing power. 72.4% of its resident readers, or 45,500 people, belong to the upper socio-professional categories,” said Francis Gasparotto, partner and strategic business development advisor. “70.2% are also business decision-makers. For senior and middle managers, self-employed or qualified employees, Paperjam is the reference media brand for reaching both B2B and B2C targets.”

“This is the result of a winning editorial strategy and a team effort with Luxembourg's largest ecofin editorial team at its centre, with around thirty journalists, photographers, web publishers, proofreaders,” said Nathalie Reuter, head of editorial development.

The survey doesn’t include cross-border workers, even though they make up a large part of Luxembourg’s workforce and consume media in the country.

“If we consider that one in four readers of Paperjam is a cross-border worker, that gives us 84,000 readers per issue,” said Youcef Damardji, Brand Studio director at Maison Moderne, with more than two-thirds of Paperjam readers being business leaders and mid to senior-level executives.