Sniffing yes, engagement no
Regional Press: "Nordostschweiz" has launched—and is waiting for the "Schaffhauser Nachrichten.".
Regional press Nordostschweiz has been launched - and is waiting for the Schaffhauser Nachrichten. On April 2, the cooperation announced last January between the two regional newspapers Landbote and Thurgauer Zeitung began under the title Nordostschweiz. The most obvious change, especially for the readership of the Thurgauer Zeitung, is the conversion to a four-cornered newspaper with a modernized layout, which was largely adopted from the Landbote. Shortly after the launch, it is difficult to say how successful the new appearance of the two newspapers will be. "Changes are not welcome at first," says TZ publishing director Urs Bucher. But he is convinced that after just one or two weeks, people will get used to the new look, and with this in mind, the two titles have lowered the advertising rates for their joint Nordostschweiz advertising combination and are offering advertisers a combined discount of 15 percent compared to 8 percent previously. The combination of both titles together with the Schaffhauser Nachrichten, known as Kombi 1, can still be booked. The higher discounts had logically led to price discussions. "We have now made the corresponding price adjustments," says Norbert Neininger, CEO of Schaffhauser Nachrichten.
According to Urs Bucher, these adjustments are in the range of one to two percent. This means that Kombi 1 remains attractive and cheaper than if advertisers book Nordostschweiz and Schaffhauser Nachrichten separately. Neininger says that this should not result in any loss of revenue for Schaffhauser Nachrichten. His paper is not included in the new Nordostschweiz real estate and job advertisement.
In principle, the Landbote and the Thurgauer Zeitung would like to see the Schaffhauser Nachrichten as a third party. However, Schaffhausen has so far been content with a loose cooperation (occasional production of joint supplements or exchange of editorial articles) and does not want to enter into a closer cooperation. "We would have liked to welcome SN", says Lothar Dostal, Publishing Director of Ziegler Druck, which publishes the Landbote. Now they are simply continuing with what already exists in the advertising sector, which promises less success than cooperation in all areas. Nordostschweiz's contracts with Publicitas expire at the end of 2007. Dostal hopes that by then they will have come a little closer together on the Schaffhausen-Winterthur/ Frauenfeld axis.
René Worni
According to Urs Bucher, these adjustments are in the range of one to two percent. This means that Kombi 1 remains attractive and cheaper than if advertisers book Nordostschweiz and Schaffhauser Nachrichten separately. Neininger says that this should not result in any loss of revenue for Schaffhauser Nachrichten. His paper is not included in the new Nordostschweiz real estate and job advertisement.
In principle, the Landbote and the Thurgauer Zeitung would like to see the Schaffhauser Nachrichten as a third party. However, Schaffhausen has so far been content with a loose cooperation (occasional production of joint supplements or exchange of editorial articles) and does not want to enter into a closer cooperation. "We would have liked to welcome SN", says Lothar Dostal, Publishing Director of Ziegler Druck, which publishes the Landbote. Now they are simply continuing with what already exists in the advertising sector, which promises less success than cooperation in all areas. Nordostschweiz's contracts with Publicitas expire at the end of 2007. Dostal hopes that by then they will have come a little closer together on the Schaffhausen-Winterthur/ Frauenfeld axis.
René Worni
