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Qualitätsjournalismus und Brand Safety

Das redaktionelle Angebot von WEB.DE und GMX bietet ein sicheres Werbeumfeld

Die Nachrichtenseiten von WEB.DE und GMX zählen zu den reichweitenstärksten und relevantesten Online-Medien in der DACH-Region. Das zeigen Studien wie Medienvielfaltsmonitor und Reuters Digital News Report. Die Redaktion legt Wert auf hohe journalistische Standards. Für Werbetreibende ist ein ansprechendes und seriöses Umfeld ein entscheidendes Kriterium, da es sich positiv auf die Werbewahrnehmung der Nutzerinnen und Nutzer auswirkt – Stichwort Brand Safety. 

Digital News Report des Reuters Institute: WEB.DE und GMX behaupten sich gegen Nachrichtenmüdigkeit

Jährlich untersucht der internationale Digital News Report die Nutzung der Nachrichtenangebote. Der Markt in Deutschland steht hier vor besonderen Herausforderungen, da sowohl Interesse als auch Reichweite sinken. WEB.DE und GMX verzeichnen entgegen der allgemeinen Entwicklung eine konstante Nutzung. Dadurch klettern sie im Ranking der Online-Nachrichtenangebote.  

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Mehr als jeder Dritte in Sorge über Echtheit von Nachrichten

Die Top-5-Online-News-Angebote in Deutschland sind Tagesschau.de, das gemeinsame Angebot von WEB.DE/GMX, Spiegel.de, Bild.de und n-tv.de. Online-Nachrichten und etablierten Medienmarken wird insgesamt ein hohes Vertrauen entgegengebracht. Das sind Ergebnisse der Studie "So liest Deutschland Online-Nachrichten" von WEB.DE und GMX. Die Studie der E-Mail- und News-Anbieter untersucht auch die Nutzung von Online-News-Angeboten nach Leserschaft und Intensität.

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Online-News-Angebote: GMX gehört im DACH-Raum zu den Top Ten

Der aktuelle Digital News Report belegt die hohe Relevanz von GMX als journalistisches Angebot. In Deutschland, Österreich und der Schweiz rangiert die Marke jeweils unter den zehn meistgenutzten Online-News-Angeboten. 

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Für mehr Vertrauen im Medienmarkt – WEB.DE und GMX unterstützen Journalism Trust Initiative

Reporter ohne Grenzen hat sein neues Transparenz-Online-Tool auch in deutscher Sprache veröffentlicht. Als erste Medienmarken aus Deutschland haben WEB.DE und GMX das JTI-Tool eingesetzt und die Ergebnisse veröffentlicht. Die Journalism Trust Initiative soll vertrauenswürdige Nachrichtenquellen identifizieren und stärken. Dies wiederum ist attraktiv für Werbetreibende. 

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Studie zur Nachrichtenmüdigkeit: Knapp zwei Drittel der Onliner meiden zeitweise Nachrichten

Die Hauptgründe für Vermeidung sind negative Auswirkungen auf die Stimmung und gleichbleibende Themen. Dabei ist zu beobachten, dass je jünger die Leserinnen und Leser sind, desto häufiger meiden sie aktiv den Nachrichtenkonsum. Die Befragten wünschen sich zudem die Vermittlung eines ganzheitlichen Bildes, mehr Erklärungen und Hintergründe sowie im Alltag nützliche Informationen. Ein weiteres Kernergebnis von "So liest Deutschland Online-Nachrichten 2023": Haupt-Nachrichtenquellen sind Tagesschau.de, das gemeinsame, redaktionell identische Angebot von WEB.DE/GMX sowie Bild.de, n-tv.de und t-online.de.

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Die Zahl des Monats: 3,7 Prozent

Im Ranking der Top-40 Online-Medien im Meinungsmarkt erreicht WEB.DE den Spitzenplatz mit einem Marktanteil von 3,7 Prozent – das zeigt der Medienvielfaltsmonitor rückblickend für das zweite Halbjahr 2020. Mit 3,3 Prozent landet GMX als zweites Internet-Angebot von United Internet in den Top 3. 

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Jörg Fries-Lammers

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Kay Städele

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