The bigger the bolder
They say print is expensive. Unfortunately, that’s not entirely unfounded. There are many reasons for this, including some of our own making. It certainly gives pause to consider that major publishers, in particular, are charging ever-higher prices while offering fewer and fewer services. Commentary by Werbewoche staff member Markus Knöpfli.
Print is expensive, they say. Unfortunately, not without good reason. There are many reasons for this, including self-inflicted ones. The fact that large publishers in particular are charging ever higher prices but offering less and less service must give pause for thought. The current round of print tariffs demonstrates this once again. Want some examples? Please. Since 2005 alone, the Tages-Anzeiger has lost 80,000 readers or 14 percent of its reach. But has Tamedia also lowered the Tagi page rate since then? No, the Group even increased it by 10 percent in 2006. The situation is similar at Blick and NZZ: their readership has fallen by 10 and 16 percent respectively since 2006, but both publishers have left their prices unchanged - which amounts to a hidden increase.
Smaller publishers are usually more modest and customer-conscious. If their reach decreases, they often also reduce the price. They pass on small gains in readership as a supplement. Or they add just half a percent to two percent - due to inflation.
However, too much restraint can quickly become dangerous for small titles, see Impartial and Express: in line with their reach, they also left their tariffs unchanged for at least six years (!). Now there are no reserves and drastic cost-cutting measures are required. In this respect, the two are the opposite extreme to the cheeky and price-driving big titles.
However, this does not change the fact that large publishers in particular should set their rates more fairly and more performance-oriented. This would certainly be good for the reputation of print as a medium.
Smaller publishers are usually more modest and customer-conscious. If their reach decreases, they often also reduce the price. They pass on small gains in readership as a supplement. Or they add just half a percent to two percent - due to inflation.
However, too much restraint can quickly become dangerous for small titles, see Impartial and Express: in line with their reach, they also left their tariffs unchanged for at least six years (!). Now there are no reserves and drastic cost-cutting measures are required. In this respect, the two are the opposite extreme to the cheeky and price-driving big titles.
However, this does not change the fact that large publishers in particular should set their rates more fairly and more performance-oriented. This would certainly be good for the reputation of print as a medium.
Markus Knöpfli
