"in-online.ch": Starting signal for new consumer guide

The online platform is the digital supplement to the print publication "IN". This has also been appearing in a new layout since the beginning of March. The topics that appear twice a week in the "IN" editions are included and explored in greater depth on the website.

Redesign of the "IN" publication

"Market research has clearly shown that readers are willing to receive more content on the topic of consumption," says Head of Marketing Matthias Schlatter, explaining this step. At the same time, the topic is an ideal link and enhancement to the enclosed printed advertising material in "IN", which acts as a carrier medium for unaddressed direct advertising. Despite an impressive circulation of 1.4 million copies and 880,000 regular readers throughout Switzerland, the publication has so far lacked a clear positioning. 'IN' as a cross-media consumer guide and launch it on the market. Although we have not increased the number of pages, the new layout in combination with the new website offers more space for content," explains Schlatter. "IN" This enables us to reach more readers overall and at the same time transfer them to the online world.

Increased reach thanks to cross-media advertising opportunities

For the advertising market, the digital expansion means not only a broader target audience and new readers from the web, but also new cross-media advertising opportunities, which the Direct Mail Company hopes will attract new customers.The future, clearer positioning as a consumer rate provider and cross-media advertising platform should also have an impact on the revenue side: "With new forms of offers such as coupons, native advertising, displays, etc., we offer a colorful mix of options that will hopefully also take us a step further in terms of revenue," says Matthias Schlatter.