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I'm biting my tongue but everyone here knows there are only 10 kind of people in the world.
Those who can read that newspaper, and those who can't?
... those who can count in ternary, and those that can't.

(Gratified that (after at least two down-votes) some people get the joke, mixing the two standard jokes into a single one, but disappointed it's getting more attention than the submission containing actual work and actual numbers. Ho hum.)

or maybe: 0. those who can count in ternary 1. those who can't 2. and those who didn't get the joke. :)
[0b1001100,0b1001111,0b1001100]
I have to say, my first thought was "Cute, but dumb. It just makes the content inaccessible". But upon consideration, here I am in the United States, reading about some (small?) newspaper in Switzerland. They certainly got the publicity they were looking for.
My first thought was that they probably couldn't fit much into the front page unless they're just going to make it up.
NZZ is based in Switzerland but has an international outlook. It has a good reputation, is distributed throughout Europe and has a significant influence in Germany as well.
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Well, I'm certainly glad they managed to fit a legible advert on the front page.
I copied all text from the page, cleaned it up and bit and converted it to ascii. It is a mess because I did not care about the order, still mostly readable german.

You are gratulated for deciphering and can win something if you send a mail (probably swiss only). Nice gesture. :)

https://pastee.org/gppmg

edit: The bottom parts are about sending a mail to win a visit in their office.

I was hoping you'd find the secret to time travel.
I was surprised that it had real content. I was ready to dismiss it when I noticed that the "big" titles were couple of bytes each, implying that they couldn't have as much content as what the page implies.
The title is NZZ, Neue Zurcher Zeitung (New Zurich Newspaper), as it's commonly known in Switzerland.
It's important to say that this is a second front page (the actual front page is attached as third page) :)
Well not to be a dickhead, but its not "entire" front page.

"Freitag, 8 Juni 2012" "Omega Boutique Omega ..."

Footer with their address as well, not binary.

This seems like a cute stunt to pull, assuming it's, like, 1986. Talking about binary seems pretty darn dated now.
If it was the Guardian they would have some 2s in there as well
Writing ASCII in binary is kinda cool when you're 12 and just learning about computers. The novelty wears off quickly. Whenever I see it, I think that some pretentious pseudo-geek is trying to impress people with their knowlege & is trying too fucking hard to be "unique".
Consider the fact that the magazine is being bought by the average Joe. For him, figuring out ASCII is impossible, and talking about binary systems is an advanced feat.