Voices on the new look
On Wednesday, *Blick* debuted its new look. *Werbewoche* wanted to know how the new tabloid was being received and asked representatives from the media and advertising industries what they thought of the *Blick* relaunch and the planned new free edition of *Blick*.
Blick appeared in its new look for the first time on Wednesday. Werbewoche wanted to know how the new tabloid was received and asked exponents from the media and advertising industry what they thought of the Blick relaunch and the planned new free Blick. Dominique von Matt, co-owner of the Zurich advertising agency Jung von Matt/Limmat "I think the new Blick is fresher and more relevant than before, it offers more. The relaunch was an overdue modernization. The strong Blick brand had lost its topicality and is now being recharged. In my opinion, the relaunch can also hold its own with younger, urban people.
It remains to be seen how Blick will be able to overcome the tough competition from free newspapers and Internet portals. But I am confident. If a newspaper offers clear added value, people are prepared to pay for it. And you can feel the commitment to creating this added value in the title
I think it's a very good idea to launch a free evening Blick and thus use the Blick brand as a power brand. It is important that the young, urban readership of the evening newspaper Heute can be retained. I don't see any problems with this strategy if the two products are really different from each other. People have learned through the Internet that they receive content on different channels; some of it costs something, others don't. I think this hybrid strategy is well established today. Blick in the morning should offer research, while Blick in the evening should offer lighter lifestyle topics. The idea of the free Blick might not have worked in combination with the previous Blick, but it should be feasible with the new, younger Blick."
Stephan Küng, CEO Initiative Media Switzerland "I fundamentally like the new Blick. For me, it's impossible to imagine the media landscape without the Blick brand. Instead of constantly criticizing the declining circulation figures, we should be aware of the strength of this media brand. I therefore think it's right in principle for the publisher to invest in this brand.
However, I personally don't really like the fact that you have to turn the newspaper in the middle. When I read a newspaper, I don't want to suddenly have to turn it upside down. I've even made a bet that the "turning effect" will have disappeared from the paper in a year's time.
I think the decision to turn the Abendzeitung Heute into a free Blick is very good. In this way, the strong brand is used properly. As long as the paid-for Blick really offers more, this strategy will work. Of course, Blick is struggling with certain problems in the reader market, but so are all the daily newspapers sold. Blick even has an advantage here as a title with regional coverage. And if it is a good newspaper with clear added value and can prove itself on the reader market, then clever media agencies and advertising clients will know how to exploit this.
Roger Schawinski, media entrepreneur "I have a positive impression, but I'm not exactly thrilled. Blick is much higher quality and more elegant than before, the content is stronger. The thing with the two front pages that force the reader to turn the newspaper: That's a matter of taste. Incidentally, I also had this idea about 30 years ago for the former Tat newspaper, but then rejected it.
I find the planned free view in the evening very problematic. I wonder how the brand is to be split in two. How are people supposed to understand that they have to pay for the Blick in the morning and not in the evening? It remains to be seen whether this will work."
It remains to be seen how Blick will be able to overcome the tough competition from free newspapers and Internet portals. But I am confident. If a newspaper offers clear added value, people are prepared to pay for it. And you can feel the commitment to creating this added value in the title
I think it's a very good idea to launch a free evening Blick and thus use the Blick brand as a power brand. It is important that the young, urban readership of the evening newspaper Heute can be retained. I don't see any problems with this strategy if the two products are really different from each other. People have learned through the Internet that they receive content on different channels; some of it costs something, others don't. I think this hybrid strategy is well established today. Blick in the morning should offer research, while Blick in the evening should offer lighter lifestyle topics. The idea of the free Blick might not have worked in combination with the previous Blick, but it should be feasible with the new, younger Blick."
Stephan Küng, CEO Initiative Media Switzerland "I fundamentally like the new Blick. For me, it's impossible to imagine the media landscape without the Blick brand. Instead of constantly criticizing the declining circulation figures, we should be aware of the strength of this media brand. I therefore think it's right in principle for the publisher to invest in this brand.
However, I personally don't really like the fact that you have to turn the newspaper in the middle. When I read a newspaper, I don't want to suddenly have to turn it upside down. I've even made a bet that the "turning effect" will have disappeared from the paper in a year's time.
I think the decision to turn the Abendzeitung Heute into a free Blick is very good. In this way, the strong brand is used properly. As long as the paid-for Blick really offers more, this strategy will work. Of course, Blick is struggling with certain problems in the reader market, but so are all the daily newspapers sold. Blick even has an advantage here as a title with regional coverage. And if it is a good newspaper with clear added value and can prove itself on the reader market, then clever media agencies and advertising clients will know how to exploit this.
Roger Schawinski, media entrepreneur "I have a positive impression, but I'm not exactly thrilled. Blick is much higher quality and more elegant than before, the content is stronger. The thing with the two front pages that force the reader to turn the newspaper: That's a matter of taste. Incidentally, I also had this idea about 30 years ago for the former Tat newspaper, but then rejected it.
I find the planned free view in the evening very problematic. I wonder how the brand is to be split in two. How are people supposed to understand that they have to pay for the Blick in the morning and not in the evening? It remains to be seen whether this will work."
