Free market research
Werbewoche employee Markus Knöpfli on successful timing.
After weeks of rumors, Tamedia finally let the cat out of the bag: The Zurich-based company is examining whether the Bund should cooperate with the Tages-Anzeiger or merge with the Berner Zeitung (BZ). A decision will be made in six months. The matter is delicate, because the reaction of Bund readers is open. In any case, they will have to get used to a different political way of thinking.
It is therefore hardly a coincidence that communication is taking place now and the decision has been scheduled for mid-2009. On the contrary, the dates have been cleverly chosen in terms of marketing strategy. This is because the main phase of the subscription renewals is also about to begin for the Bund. By the end of February at the latest, it will be clear whether Bund subscribers will remain loyal to their favorite newspaper despite the upcoming realignment. If they stick with it or even manifest a "now more than ever" mood, a collaboration with the Tagi makes sense. However, if they turn their backs on the Bund, a merger with the BZ is likely. This is free market research. The reactions of advertisers can be sounded out in a similarly favorable way, especially during the Christmas season.
It is therefore hardly a coincidence that communication is taking place now and the decision has been scheduled for mid-2009. On the contrary, the dates have been cleverly chosen in terms of marketing strategy. This is because the main phase of the subscription renewals is also about to begin for the Bund. By the end of February at the latest, it will be clear whether Bund subscribers will remain loyal to their favorite newspaper despite the upcoming realignment. If they stick with it or even manifest a "now more than ever" mood, a collaboration with the Tagi makes sense. However, if they turn their backs on the Bund, a merger with the BZ is likely. This is free market research. The reactions of advertisers can be sounded out in a similarly favorable way, especially during the Christmas season.
