In an era of incessant change and increasing complexity in the financial world, the topic of private wealth management continues to gain in importance. The recent study on the reputation of wealth managers looked at this theme, with particular emphasis on the readership of the Neue Zürcher Zeitung (NZZ). The results are clear: regular readers of the NZZ know the subject of private wealth management much better and are more open to it than casual readers.
The importance of NZZ, just like Temps, as a platform for everything related to finance is linked to several factors: these newspapers offer readers specialized content, dedicated specifically to financial and economic topics. Their readers often have higher education and are particularly interested in economic and financial issues, which makes these media ideal platforms for targeted advertising in the financial sector. This study also shows that regular readers of the NZZ not only are they more familiar with private wealth management, but they also have an increased affinity for the corresponding services and advertising measures.
The power of notoriety
A notable result is the high reputation of certain asset managers among readers of the NZZ. As part of this survey carried out with Brand Lift for NZZone, they indicate that they are more familiar with names like UBS, Julius Baer and Swiss Life than casual readers. This reputation also extends to other asset managers such as VermögensZentrum and Bank Vontobel.
The dominant character of the readership of the titles of the NZZ stands out in particular in the spontaneous awareness test, in which respondents are asked to spontaneously name asset managers: 38% of them spontaneously named UBS, followed by 15% for VermögensZentrum and Julius Baer. For comparison: among occasional readers, no asset manager achieves a significant score.
62% of regular readers of the “NZZ” believe that they are more interested by advertising on a super paper
Another interesting result concerns the perception and impact of advertising. The regular readership of the NZZ/NZZ on Sunday pays more attention to advertising than the control group. In this context, we will particularly note the preference given to advertising in the written press. Among all channels evaluated, advertisements in newspapers and magazines are evaluated significantly more positively by this target group. In the financial sector, where trust and seriousness are essential values, advertising in the written press can therefore be particularly effective.
These detailed analyzes are essential for companies wishing to optimize their marketing strategy. They show where targeted measures and an increased presence in the written press enable lasting brand loyalty.
The level of training as key
Another interesting aspect of this study is the observation that regular consumption of quality journalistic content contributes to better financial knowledge. There is clearly a link between the regular reading of titles such as NZZ et Time and mastery of complex financial matters. This mastery could in turn lead to a greater availability to request services from asset managers.
This study confirms the hypothesis according to which regular readers of reference newspapers represent an interesting audience for the entire range of services offered by asset managers. For institutions active in private wealth management, this means that they could invest profitably in marketing campaigns and training offers focused specifically on this demanding and well-informed target group.
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