"The decision to discontinue the printed edition matured within a very short period of time"
Christian Dorer, editor-in-chief of the Blick Group, explains to *Werbewoche* why the *Blick am Abend* brand is still needed even after the print edition has ended.
Werbewoche: Blick am Abend's digital presence also depends on the interaction with the print edition, which still has half a million readers. Does the portal also work independently?
Christian Dorer: Yes, because everyone Evening view knows and because Evening view appeals particularly strongly to the young, urban audience. But they live a totally digital life. That's why we've created Instagram and Facebook with Evening view the largest community within the View-Group. We would like to expand this further.
How can the target group of the digital Blick am Abend channels be described? How does it differ from that of Blick Online and Izzy?
Blickamabend.ch appeals to a very young user group that is very digital and social media-savvy. We don't want to lose this audience, which is very responsive to entertainment. Izzy serves another target group and is heavily focused on video. And if someone Evening view and Izzy consumed: all the better!
The Blick am Abend audience is very responsive to entertainment.
The name "Blick am Abend" is strongly linked to the publication date of the printed commuter newspaper. Does it make sense to continue the brand without the "commuter background"? Do we still need three Blick brands?
At the moment, this makes perfect sense because Blick am Abend is a well-established brand. You can continue to consume it on your cell phone screen.
Has the discontinuation of the print edition been on the cards for some time?
In recent months, the economic situation has worsened dramatically due to changes in the advertising market. The decision to discontinue the printed edition of Evening view to be discontinued at the end of 2018 matured within a very short space of time.
Is the era of the printed free/commuter newspaper - at least from Ringier's point of view - at an end in Switzerland?
Every media company has to decide that for itself. We are convinced that with our digital focus, we can Evening view into a profitable future.
Interview: Thomas Häusermann
