News + Trends
Dyson Zone: The air purifying headset is coming
by Livia Gamper
These were the most-read articles in our magazine in 2022
21.12.2022
Translation: Julia Graham
From exciting and sad to interesting and controversial – the editorial team delivered it all in the form of about 2,000 new articles across the digitec and Galaxus magazine in 2022. Did you miss anything?
The digitec and Galaxus editorial team diligently hacked away at their keyboards and let their cameras overheat to get the best scoops for you in 2022. The end result was almost 2,000 articles that were published under the News, Background, Guide and Product Test columns on digitec.ch or Galaxus in Switzerland, Austria and Germany.
The most important news of 2022
Just under half of all articles in the magazine in 2022 were housed under the column «News & Trends». This section is all about rumours of new iPhone models, delivery delays because of worldwide shortages of semiconductors and quirky new products. One such post made it to the top of the podium for the most-viewed News article of 2022.
The revelation that the vacuum cleaner experts at Dyson of all people wanted to launch air purification headphones garnered 100,000 views. Most of the 225 comments on this article come down on the side of thinking the whole Dyson thing was a crackpot idea. But hey, let’s see how well it sells – if the «Zone» ever ends up in our range.
The other piece of unusual News content is the one that got the second-most clicks. Believe it or not, it was a piece on a bike-boat lovechild called Z-Triton 2.0. How many of the 77,000+ readers also went on to pre-order the vehicle is beyond my knowledge. But probably not very many, as none have been shipped so far.
In April this year, we published the news about Anker’s «Powerhouse», a 20 kg battery. Just before that, Russia invaded Ukraine. Maybe this piece was of interest to so many because they were worried about their power supply at home.
This year, there was one News item that just missed out on the top spots – somewhere where it’s usually a regular. I’m talking about the article on the latest iPhone that’s presented every autumn.
Guides: sex, what else?
The Guides column in the magazine is small but excellent. This is where you can find answers to questions that might sometimes seem obvious, but you might not even ask them. As journalists, we obviously know that sex is a topic that always draws an audience. But we’re not interested in clickbait. The magazine is all about informing and handling these kind of topics in a laid-back way. Clearly, that goes down well. With 117,000 views, the piece on masturbation facts is the most-read article in our Guides column.
The second most-read article is testament to the success of our concept that focusses on honest and authentic content that says it as it is. Editor Katja Fischer wrote about what she wished she’d known before she became a mum. Given the 278 likes it tallied up, the article obviously resonated with a lot of readers.
Third place in the Guides column awards obviously takes us back to the topic of sex again. Dania Schiftan has been on hand as an expert for the magazine for some time. And in this interview with editor Natalie Hemengül, she gives tips on how couples can best weigh up going to a swingers club.
Looking at the other most-read articles in the Guides column, it’s clear that forethought is another topic, alongside sex, that’s important to our readers. For example, a piece with tips on choosing the right power stations. Perhaps for people who like to leave the light on when it’s time to get down and dirty.
Product tests: big, linear and with wheels
Reviewing products in our shop is our editorial team’s bread and butter. After all, you want to know what our experts recommend or suggest you steer clear of. In 2022, we published just shy of 500 product reviews. The most-viewed article was about a test we did on a big product – even one of the most huge we’ve reviewed. Did all 100,000+ readers really consider buying the monitor in question?
The second most-viewed Product Test article came about because I’m a stickler for order myself, and I wanted a tidy way of storing the dish cloths in the kitchen. In the comments, I was then recommended cheaper options than just a piece of metal or plastic for 50 francs.
Third place in the Product Test category has us staying in the kitchen. «Coffee B» is the name of the system Migros launched to take on coffee capsule king Nestlé. The mini review of this new coffee machine that works by compressing coffee balls drew great – and polarised – interest, as the 215 comments show.
Background: questioning why
Always being able to ask questions is one of the best privileges of being a journalist. We research even more exhaustively for our articles in the «Background» column. In involves interviewing people who have in-depth knowledge of certain subjects. We annoy product manufacturers with questions that their marketing departments can’t answer. But why do we do all that? Because we believe we ought to research things that are disregarded in traditional media. And yet, it’s often in these places that you find fascinating stories.
The master of asking good questions in the editorial team – according to analysis, at least – is Carolin Teufelberger. Her «Why?» articles almost always feature high up in the rankings. And it was no different in 2022. The most-read Background article in the digitec and Galaxus magazine was about a question you might have asked yourself at some point.
Carolin also nabs third place with another «Why?» article. This time, it’s about something you’ve probably got annoyed at before.
Carolin would have got a full house and bagged all three spaces in the top were it not for a Background article on the clitoris bumping her off the second spot.
Film and series reviews
Our film and series review section in the magazine may be small but it’s not to be sneezed at. Editor Luca Fontana keeps himself busy here. All those hours watching TV and sitting in front of a cinema screen ensure you get valuable tips on what’s worth watching in your home cinema. Obviously, not everyone is going to see eye to eye over a review of this kind. But Luca’s verdict is usually met with approval in his series articles that rack up the most views.
Fortunately, Luca hasn’t just watched rubbish. His article recommending the second part of «Avatar» and the «Andor» series took second and third place in terms of most-viewed series and film reviews of 2022.
Opinion: not everyone shares the same one
Obviously, our Product Tests are also a kind of Opinion piece, especially when it’s about the importance of features or the design. But if it’s our editorial team’s opinion on everyday questions that you’re after, the easiest and most direct way to find that is in the column by the same name.
In 2022, we dared to undertake an experiment with a cartoon in the Opinion section. Illustrator Stephan Lütolf speared the zeitgeist with a satirical twist. And with success. With 90,000 views, his caricature of a Swiss couple on a city break was one of the most popular opinion pieces.
Martin Rupf also voiced his opinion, but this time in words rather than via an illustration. His statement on why he sometimes doesn’t wear a helmet on cycle trips with his kids garnered heated debate in the Community.
Unfortunately, a lot fewer people actually read his Background article, which he penned to outline his argument on the freedom to not wear a helmet. Which is why I’m linking it again here.
On the other hand, Natalie got more nods of agreement for her Opinion piece on products in our range that she thought had emerged from decoration hell.
However, there was one article in 2022 that surpassed them all. That was the obituary of our colleague and friend Dominik Bärlocher. He died in an accident in spring and left behind a huge hole in the editorial team, both professionally and personally. With 222,000 views, the article that Stephanie wrote about Domi was the most-read by far this year. At this sad time for all us , it was lovely to see readers expressing their appreciation and regard for Dominik in the almost 2,700 comments. Thanks so much.
Looking to 2023
We’re going to do our best to keep informing and inspiring you in 2023 with interesting News, fascinating Backgrounds and helpful Product Tests. The editorial team is now 30 strong. And 2023 will likely see a few more join us. We’ll continue testing products from our own range and report back with our honest, authentic and critical findings. That way you know which are worth buying and which you might want to give a wide berth.
Are you wondering why I said «critical»? I wouldn’t be surprised, as it’s pretty unusual for an online shop to allow editorial independence in product review research and publication. But that’s the way it is at digitec and Galaxus. The editorial team isn’t bound by sales and revenue targets. That means the products we recommend are ones we actually like. And if we’re disappointed by something we review, we’ll tell you that in no uncertain terms. Because it’s only when we’re allowed to be critical that our reviews are credible and act as a relevant source of information in the jungle that is our range.
Martin Jungfer
Head of Content
Martin.Jungfer@digitecgalaxus.chJournalist since 1997. Stopovers in Franconia (or the Franken region), Lake Constance, Obwalden, Nidwalden and Zurich. Father since 2014. Expert in editorial organisation and motivation. Focus on sustainability, home office tools, beautiful things for the home, creative toys and sports equipment.
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