The free puzzle from Basel
Free Press I A commuter newspaper is set to be launched in the Zurich-Bern-Basel triangle. Speculation is running rampant.
Gratispresse I A commuter newspaper is to be launched in the Zurich-Berne-Basel triangle. Speculation is rampant.
The announcement of a new free title for commuters in the Basel, Bern and Zurich media triangle has so far mainly raised questions. This is shown by skeptical statements from media planners contacted by Werbewoche. As those responsible are still unable or unwilling to say much about the concept of the newspaper or the Internet platform that will apparently accompany it, much remains speculation. What is certain is that the Bund, as part of the Bern model, will not be involved in the project. This is confirmed by editor-in-chief Artur K. Vogel. Based on the statements made by BaZ publisher Matthias Hagemann, the primary focus is on gaining reach and a young audience. An initial suspicion that the project is merely a threatening gesture with a Tamedia counter-product to the announced free newspaper .ch by PR consultant Sacha Wigdorovits is quickly dispelled in view of the publishers involved in Basel and Bern. No, the creators are serious about their cause, although the project will massively accentuate the competitive situation in the Swiss-German newspaper market and the advertising pie will not simply grow along with the new newspaper products.
The question remains as to why the young people and young adults targeted by this still nameless free newspaper should be inspired to switch to the Tagi, BaZ or BZ. Even if the associated platform is available on the Internet and will certainly be of great value with YouTube films and all kinds of interactive options, this is no guarantee of the desired effect. Although more young people are turning to newspapers thanks to the free press, the desired effect of switching to the subscription press has so far remained wishful thinking on the part of publishers.
René Worni
The announcement of a new free title for commuters in the Basel, Bern and Zurich media triangle has so far mainly raised questions. This is shown by skeptical statements from media planners contacted by Werbewoche. As those responsible are still unable or unwilling to say much about the concept of the newspaper or the Internet platform that will apparently accompany it, much remains speculation. What is certain is that the Bund, as part of the Bern model, will not be involved in the project. This is confirmed by editor-in-chief Artur K. Vogel. Based on the statements made by BaZ publisher Matthias Hagemann, the primary focus is on gaining reach and a young audience. An initial suspicion that the project is merely a threatening gesture with a Tamedia counter-product to the announced free newspaper .ch by PR consultant Sacha Wigdorovits is quickly dispelled in view of the publishers involved in Basel and Bern. No, the creators are serious about their cause, although the project will massively accentuate the competitive situation in the Swiss-German newspaper market and the advertising pie will not simply grow along with the new newspaper products.
The question remains as to why the young people and young adults targeted by this still nameless free newspaper should be inspired to switch to the Tagi, BaZ or BZ. Even if the associated platform is available on the Internet and will certainly be of great value with YouTube films and all kinds of interactive options, this is no guarantee of the desired effect. Although more young people are turning to newspapers thanks to the free press, the desired effect of switching to the subscription press has so far remained wishful thinking on the part of publishers.
René Worni
