Leserschaft

Leserschaft is a term used in publishing and media to describe the set of people who read or have access to a particular publication, such as a newspaper, magazine, book, or digital platform. It encompasses both the primary readers, who actively engage with the content, and pass-along readers who read copies shared by others. The concept focuses on readership rather than ownership alone, and it is often distinguished from the target audience (Zielgruppe) which denotes the intended or marketed group.

In media research, Leserschaft is measured and analyzed to assess reach and impact. Key components include print circulation and the estimated number of readers per copy, which together yield the overall readership. With digital offerings, the concept expands to include online and app readership, combining metrics such as unique readers, subscribers, and anonymized usage data across devices. Readership studies and media audits use surveys, panels, and analytics to estimate how many people read a publication, how often, and in what contexts. The pass-along rate is a common factor in calculating total Leserschaft for print titles.

Practical use of the concept appears in advertising, market research, and editorial planning. Advertisers rely on Leserschaft measures to estimate the reach and effectiveness of campaigns, while publishers use it to gauge audience interest, content performance, and potential pricing for subscriptions or sponsorships. Overall, Leserschaft remains a central metric for understanding the audience dimension of media products in both print and digital ecosystems.