To the point: dead center reflex
The media industry - not only in Switzerland, but also internationally - is preparing for a difficult year in 2009. Some forecasters even believe that the misery will not be over in 2010 either. On the contrary, it could even get worse.
The media industry - not only in Switzerland, but also internationally - is preparing for a difficult year in 2009. Some forecasters even believe that the misery will not be over in 2010 either. On the contrary, it could even get worse.
In Germany and abroad, strategies are being rethought, old habits are being thrown overboard and new ones are being planned. Optimization and redimensioning are taking place, and the red pencil is being used. Forced to do so because advertising revenues are collapsing across the board.
The Publicitas index fell from 89.9 in December to 88.3 points in January. In January 2008, it was still at 98.1 points. At first glance, this is certainly dramatic. But the decline did not just start last year. In 2002, the same index was still at 123.7, so in seven years it has fallen by 35.4 points. An impressive figure, but actually relatively harmless on an annual basis. But it was a steady decline. We could see the downturn coming. But no one could have foreseen how rapid it would suddenly become.
At the moment, the print sector is the big sufferer. But no one knows whether other media will also be affected by the decline in the near future. Media that can boast lower absolute costs will benefit from the slowdown in advertisers' spending. Online, for example.
In recent months, many of the planned measures of the individual media companies have already been communicated. Mostly in the form of more or less clear statements of intent or possible scenarios. Clear information was lacking in most cases. The bush phone was running hot. Strategies were being reviewed, it was said everywhere. Information would be provided in due course. Often there seemed to be a certain helplessness. One knew that something had to be done. But what?
The number of media construction sites is large. There are plenty of unsolved problems. Without any claim to completeness, here are a few: What is happening with the Bund? What will the new NZZ look like? What is the Tages-Anzeiger doing? Where is the Basler Zeitung heading? What is happening with Le Matin and Le Matin bleu? What is happening at Cash? What is Blick doing?
At the moment, the market is suspiciously quiet. It seems as if the industry is playing dead, so to speak. Everyone seems to be waiting for someone to take the first step and present not only possible strategies, but also solutions at last. What is missing at the moment is such a liberating blow. Only such a move can break the deadlock reflex. At least let's hope so.
In Germany and abroad, strategies are being rethought, old habits are being thrown overboard and new ones are being planned. Optimization and redimensioning are taking place, and the red pencil is being used. Forced to do so because advertising revenues are collapsing across the board.
The Publicitas index fell from 89.9 in December to 88.3 points in January. In January 2008, it was still at 98.1 points. At first glance, this is certainly dramatic. But the decline did not just start last year. In 2002, the same index was still at 123.7, so in seven years it has fallen by 35.4 points. An impressive figure, but actually relatively harmless on an annual basis. But it was a steady decline. We could see the downturn coming. But no one could have foreseen how rapid it would suddenly become.
At the moment, the print sector is the big sufferer. But no one knows whether other media will also be affected by the decline in the near future. Media that can boast lower absolute costs will benefit from the slowdown in advertisers' spending. Online, for example.
In recent months, many of the planned measures of the individual media companies have already been communicated. Mostly in the form of more or less clear statements of intent or possible scenarios. Clear information was lacking in most cases. The bush phone was running hot. Strategies were being reviewed, it was said everywhere. Information would be provided in due course. Often there seemed to be a certain helplessness. One knew that something had to be done. But what?
The number of media construction sites is large. There are plenty of unsolved problems. Without any claim to completeness, here are a few: What is happening with the Bund? What will the new NZZ look like? What is the Tages-Anzeiger doing? Where is the Basler Zeitung heading? What is happening with Le Matin and Le Matin bleu? What is happening at Cash? What is Blick doing?
At the moment, the market is suspiciously quiet. It seems as if the industry is playing dead, so to speak. Everyone seems to be waiting for someone to take the first step and present not only possible strategies, but also solutions at last. What is missing at the moment is such a liberating blow. Only such a move can break the deadlock reflex. At least let's hope so.
Pierre C. Meier, Editor-in-Chief
[email protected]
