Le Blick des Romands

 
René Worni on the last press niche in French-speaking Switzerland.  
Local is hip. Especially in America - where else. For some time now, "strictly local" has been a real trend in journalism there that no newspaper publisher can ignore. The media look into the neighbor's garden is even seen as the last beacon of hope against the decline of the crisis-ridden US press. Newspaper giant Gannett is leading the way with USA Today and 85 local papers. Gannett's local concept is also seen as an important driver of innovation in the Vorarlberg of Eugen A. Russ and his Vorarlberg media company. Anyone driving through Vorarlberg today is bound to fall into the clutches of a mobile journalist, a "MoJo", who maps every little movement around the clock. The local publishers all made a pilgrimage to Vorarlberg for inspiration. And of course to Urs Gossweiler, who made a name for himself in the local industry during his lifetime with his Jungfrauzeitung. Against this backdrop, the closure of the editorial outlets at Le Matin in French-speaking Switzerland is practically an anti-cyclical crab move. But Matin boss Peter Rothenbühler is not in a good mood and is in trouble. The traditional local press, partly controlled by French press czar Philippe Hersant, has a tight grip on French-speaking Switzerland. The free titles (Le Matin bleu also - parbleu! - from its own house) easily skim the national topics for free. The only thing left to do is to take the step to the real (real?) tabloid - notabene à la Blick. Rothenbühler is already dutifully following Ringier's Blick credo that everything must become more magazine-like.
During Euro 08, Le Matin and Blick have already tried out the worst-case scenario: they exchanged editorial articles and sold advertisements in a joint advertising combination. Edipresse and Ringier are probably equally pleased about such a combination against the common enemy Tamedia (including 20 minuten/s) and are looking forward to a longer-term alliance.
After the relaunch of Le Matin next September, the two papers will be virtually indistinguishable. In this respect, Le Matin does not need an office in Zurich. Because there are always a few computers free on Dufourstrasse if needed.
René Worni, Editor