To the point: The marketer is himself
What Albert Polo Stäheli, CEO of the Neue Zürcher Zeitung since September, mentioned in passing, so to speak, in an interview with the Sunday newspaper Sonntag, contains quite a bit of dynamite and will still cause some heated discussions and red heads.
What Albert Polo Stäheli, CEO of the Neue Zürcher Zeitung since September, mentioned in passing, so to speak, in an interview with the Sunday newspaper Sonntag, contains quite a bit of dynamite and will still cause some heated discussions and red heads.
Quote Stäheli: "Cost pressure is constantly increasing, so publishers should consider outsourcing the processing of advertisements to someone who can do it much more cheaply. I could well imagine the future Publicitas as a central outsourcing partner for the processing, administration and collection of the entire industry's advertising business. Marketing, on the other hand, I consider to be the core business of the publishers." Somebody's talking straight.
Polo Stäheli has never been considered a friend of Publicitas; he has always focused on marketing himself. Many in the media industry were therefore eagerly waiting to see how he would come to terms with the forced marriage between NZZ and Publicitas. A forced marriage that he himself would certainly never have entered into. Now we know.
Publicitas is in the midst of quite a crisis. It is in the middle of a gigantic restructuring process, the end of which is not yet in sight. The announced all-media strategy seems to be more difficult to implement than its inventors thought. There is great skepticism among many leasehold publishers. And now the unfavorable economic situation is also causing sales to slump. The mood in the industry has also been more Publicitas-friendly in the past.
Some publishers never miss an opportunity to piss off the former Lausanne giant. This was the case with Matthias Hagemann, publisher of the Basler-Zeitung, who said laconically in an interview: "Commercially, we were still above the previous year's figures in December. In that respect, we are probably one of the few newspapers, if not the only one, in Switzerland. After all, we market ourselves." Clearly.
If the Neue Zürcher Zeitung is now also thinking out loud and looking for new ways to cooperate ? and not only for itself, but also for the Luzerner Zeitung, the St. Galler Tagblatt and the Zurich regional newspapers - then things are starting to get tricky for the Lausanne advertising agent. Stäheli's statement is a clear vote against the comprehensive marketing claim of Publicitas, which, it should be noted, was undisputed for decades by very many publishers.
This is also a sign for some publishers who, until today, were still hesitant to join in the "go from Publicitas" call. The only question is who will be the next publisher to emancipate itself from Publicitas. Certain signs suggest that it could be Edipresse.
Pierre C. Meier, Editor-in-Chief
[email protected]
Quote Stäheli: "Cost pressure is constantly increasing, so publishers should consider outsourcing the processing of advertisements to someone who can do it much more cheaply. I could well imagine the future Publicitas as a central outsourcing partner for the processing, administration and collection of the entire industry's advertising business. Marketing, on the other hand, I consider to be the core business of the publishers." Somebody's talking straight.
Polo Stäheli has never been considered a friend of Publicitas; he has always focused on marketing himself. Many in the media industry were therefore eagerly waiting to see how he would come to terms with the forced marriage between NZZ and Publicitas. A forced marriage that he himself would certainly never have entered into. Now we know.
Publicitas is in the midst of quite a crisis. It is in the middle of a gigantic restructuring process, the end of which is not yet in sight. The announced all-media strategy seems to be more difficult to implement than its inventors thought. There is great skepticism among many leasehold publishers. And now the unfavorable economic situation is also causing sales to slump. The mood in the industry has also been more Publicitas-friendly in the past.
Some publishers never miss an opportunity to piss off the former Lausanne giant. This was the case with Matthias Hagemann, publisher of the Basler-Zeitung, who said laconically in an interview: "Commercially, we were still above the previous year's figures in December. In that respect, we are probably one of the few newspapers, if not the only one, in Switzerland. After all, we market ourselves." Clearly.
If the Neue Zürcher Zeitung is now also thinking out loud and looking for new ways to cooperate ? and not only for itself, but also for the Luzerner Zeitung, the St. Galler Tagblatt and the Zurich regional newspapers - then things are starting to get tricky for the Lausanne advertising agent. Stäheli's statement is a clear vote against the comprehensive marketing claim of Publicitas, which, it should be noted, was undisputed for decades by very many publishers.
This is also a sign for some publishers who, until today, were still hesitant to join in the "go from Publicitas" call. The only question is who will be the next publisher to emancipate itself from Publicitas. Certain signs suggest that it could be Edipresse.
Pierre C. Meier, Editor-in-Chief
[email protected]
