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Newspapers I ViznerBorel shows how the Schaffhauser Nachrichten seeks proximity to the country and its people. 
As a "regional newspaper of the world", the Schaffhauser Nachrichten is a mega-newspaper that travels through its distribution area and visits the country and its people. Because "only those who live with the people and visit them can report credibly on life in the region," says publishing director Alexandra Strohm at the Schaffhausen News. The "Number 1 in the region" is published by Editor-in-Chief Norbert Neininger and is read by 45,000 people every day. Schaffhauser Nachrichten has been reporting on the latest and most interesting news from around the world since 1861. However, the main focus has always been on life in the region, "on what happens on our doorstep every day", as the paper's own advertising puts it.
ViznerBorel has now packed this basic idea into a campaign. It takes up the regionalization strategy of Schaffhauser Nachrichten and shows in a striking way that the paper is simply part of the Schaffhausen region. Small and large stories from the regional and global world of culture, politics, society, business and sport find their place in the Schaffhauser Nachrichten and are now visible to everyone throughout the region. This positions Schaffhauser Nachrichten as a first-class newspaper with a strong focus on regional news.
As far as advertisements are concerned, these can be booked individually directly with the publisher and, since January 2008, also in a further intensified cooperation via the advertising combination "Die Nordostschweiz" with the Winterthurer Landbote and Thurgauer Zeitung. This reaches around 200,000 readers.
Andreas Panzeri