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Please do a TAM calculation like the example attached. For the German market. GERMANY TAM for alternative newspaper.
The Total Addressable Market (TAM) for an alternative newspaper in Germany was triangulated using the readership audience of several alternative newspapers, resulting in an estimated TAM of 13.25 million people.
By alternative newspapers, we see you mean independent subscription-based online newspapers that cover a variety of topics such as politics, culture, sports, money, pop, finance and everything in between i.e. Zetland or news website based companies like De Correspondent. An alternative newspaper is unconventional and not breaking news-centric instead is inclined to alternative reviews about the incidents that have happened, with a local focus detailing reviews instead of short news flashes. To calculate the total addressable market (TAM) in Germany, we used the bottom-up approach. Sources to answer this question were limited, because unlike other countries (specifically, U.S.), Germany’s alternative media is more politically affected. Therefore, most alternative online newspapers are polarized to a political ideology. However, after an in-depth research, we compiled some similar news sites to the ones mentioned above and triangulated the TAM for an alternative newspaper by summing up their readership data.
According to euobserver.com, the rise of alternative news is owed to political unrest and Islamophobic sentiments among the people of Germany. The following are similar alternative right-wing sites as Zetland in Germany: Journal Alternative Medien, Anonymous news, Junge Freiheit, Pi-news, Freie Zeiten and Taz De.
Journal Alternative Medien
Journal Alternative Medien contains information from various news sources like alternative blogs and web pages. It aims to counterbalance classic media in all the fields of news and journalism, giving an alternative approach to what is highlighted in the conventional media. Of the 143,370 visitors to this site, 85.53% are from Germany. Therefore, it has a readership audience of approximately 122,620 people in Germany.
Anonymous news
Anonymous news has been in the media in recent times as a revolutionary alternative news outlet. It states that the media is non-conventional led by corporate or political interests. Therefore, anonymous journalists provide alternative views to current news. Of the 553,780 visitors to the site, 82.79% are from Germany. Therefore, it has a readership audience of approximately 458,470 people in Germany.
Junge Freiheit
Started in 1986 as a youth newspaper, and then focused on the student newspaper at the university level, today Junge Freiheit has a national conservative status and had a circulation of approximately 24,000 copies in 2015. Of the 2.96 million visitors to the site, 90.27% are from Germany. Therefore, it has a readership audience of approximately 2.67 million people in Germany.
Pi-news
Pi-news was founded in 2004 and described itself as a "pro-American" and "pro-Israeli" newspaper. It is directed against “mainstream” and an "Islamization of Europe" and is committed to the “Basic Law and Human Rights”, which is “due to the increasingly widespread ideology of multiculturalism.” Of the 5.68 million visitors to the site, 88.26% are from Germany. Therefore, it has a readership audience of approximately 5.013 million people in Germany.
Freie Zeiten
Freie Zeiten is an alternative news media that focuses on politics, knowledge, opinion, economy, and culture. It is not published in hard copy, and articles are focused on alternative views to the conventional news. Of the 73,350 visitors to the site, 89.79% are from Germany. Therefore, it has a readership audience of approximately 66,040 people in Germany.
Taz De
Taz De is a subscription-based online newspaper that covers topics such as politics, sports, culture, society etc. “It understands itself as an alternative to the mainstream press and has a circulation of approximately 70,000 copies.” Of the 5.7 million visitors to the site, 86.33% are from Germany. Therefore, it has a readership audience of approximately 4.92 million people in Germany.
Triangulation
For purposes of this research, to calculate TAM, we sum up the consumers within the potential addressable market who will read alternative newspapers in Germany. Journal Alternative Medien has a readership audience of 122,620 people, Anonymous news has 458,470, Junge Freiheit has 2.67 million, Pi-news has 5.013 million, Freie Zeiten has 66,040 while Taz De has 4.92 million people. The resulting TAM is approximately 13,250,130 people (122,620+458,470+2.67 million+5.013 million+66,040+4.92 million).
In conclusion, the total addressable market was calculated using current data from six similar alternative right-wing sites like Zetland and De Correspondent. These alternative online newspapers are Journal Alternative Medien, Anonymous news, Junge Freiheit, Pi-news, Freie Zeiten and Taz De. Sources to answer this question were limited, because unlike other countries (specifically, U.S.), Germany’s alternative media is more politically affected. Therefore, most alternative online newspapers are polarized to a political ideology.