Springer maneuvers TV newspapers into pole position
The four TV program guides from Axel Springer Switzerland are reducing their advertising rates by between 6 and 50 percent.
In view of the fact that, according to Mach Basic 2008-2, all Swiss German TV magazines have once again lost reach, in some cases significantly, compared to the previous year, it is no surprise that Axel Springer Switzerland is now lowering its rates. However, the extent of this price reduction shows that the Förrlibuckstrasse in Zurich is taking a consistent approach: Tele, the title with the highest reach, is reducing its gross price per 1/1 page by CHF 1,000, TV-Star costs CHF 1,400 less, and TV2 and TVvier are now even CHF 3,000 lower. At least for the last three titles, the price reduction is significantly greater than the loss in reach, which is why the thousand-reader price (TLP) is also falling.
But that's not all: the price reduction also means lower prices for the various packages, in particular the Millionenkombi (Tele, TV-Star and Beobachter), which was only introduced in July. And what is most surprising is that the new rates will not only apply from 2009, but already from next week. More precisely:
as of October 1.
Jörg Tobuschat, Publishing Director TV Magazines at Axel Springer Switzerland, explains this measure as follows: "Although we are taking an offensive line, we see the price adjustments in a broader context: one year after the takeover of Tele, TV2 and TVvier from Ringier, we are continuing to work intensively on revamping our TV magazine portfolio," he says. The current "price adjustments" are merely a further step towards competitiveness.
Among the things that have already been implemented, he cites in particular the repositioning of Tele as a "premium magazine with a strong TV focus", while TVStar remains consistently geared towards TV celebrities. In addition, the program section of both titles has been made clearer and the editorial teams have been placed under the overall management of Gion Stecher. Advertising sales were also reorganized in July: although the TV magazines retain their own sales teams, these now work closely with those of Beobachter and are also headed by Sandra Peiti, previously advertising manager at Beobachter. All these things happened slowly but steadily and, for some, almost imperceptibly. "We have not yet communicated these fine-tuning measures to our readers and the general public," says Tobuschat. But that will change soon: "We also want to work on the image of TV program guides again and are therefore planning a campaign and a separate usage study specifically for the advertising market," he says.
Back to the new tariffs: Regardless of whether you want to appeal to household leaders, 18 to 49-year-olds or high-income earners - in terms of structural values, reach and thousand-reader price, the Millionenkombi and the two Tele-Kombis are now ranked directly behind the top two, CoopZeitung and Migros-Magazin, and well ahead of Schweizer Illustrierte and Schweizer Familie. The aim is "to give TV magazines the relevance they deserve in the advertising market again," says Sandra Peiti. "We also want to make customers aware that our TV magazines today offer them exciting topics and many creative, individual options, even in the program section, where advertising was taboo not so long ago."
Markus Knöpfli
But that's not all: the price reduction also means lower prices for the various packages, in particular the Millionenkombi (Tele, TV-Star and Beobachter), which was only introduced in July. And what is most surprising is that the new rates will not only apply from 2009, but already from next week. More precisely:
as of October 1.
Jörg Tobuschat, Publishing Director TV Magazines at Axel Springer Switzerland, explains this measure as follows: "Although we are taking an offensive line, we see the price adjustments in a broader context: one year after the takeover of Tele, TV2 and TVvier from Ringier, we are continuing to work intensively on revamping our TV magazine portfolio," he says. The current "price adjustments" are merely a further step towards competitiveness.
Among the things that have already been implemented, he cites in particular the repositioning of Tele as a "premium magazine with a strong TV focus", while TVStar remains consistently geared towards TV celebrities. In addition, the program section of both titles has been made clearer and the editorial teams have been placed under the overall management of Gion Stecher. Advertising sales were also reorganized in July: although the TV magazines retain their own sales teams, these now work closely with those of Beobachter and are also headed by Sandra Peiti, previously advertising manager at Beobachter. All these things happened slowly but steadily and, for some, almost imperceptibly. "We have not yet communicated these fine-tuning measures to our readers and the general public," says Tobuschat. But that will change soon: "We also want to work on the image of TV program guides again and are therefore planning a campaign and a separate usage study specifically for the advertising market," he says.
Back to the new tariffs: Regardless of whether you want to appeal to household leaders, 18 to 49-year-olds or high-income earners - in terms of structural values, reach and thousand-reader price, the Millionenkombi and the two Tele-Kombis are now ranked directly behind the top two, CoopZeitung and Migros-Magazin, and well ahead of Schweizer Illustrierte and Schweizer Familie. The aim is "to give TV magazines the relevance they deserve in the advertising market again," says Sandra Peiti. "We also want to make customers aware that our TV magazines today offer them exciting topics and many creative, individual options, even in the program section, where advertising was taboo not so long ago."
Markus Knöpfli
The million-dollar combo TV star, tele and observer
