Balance sheet builds on
Wirtschaftspresse Die Bilanz no longer wants to increase its circulation, but to reach more sophisticated readers and is launching a real estate supplement, among other things.
Business press Bilanz no longer wants to increase its circulation, but to reach more sophisticated readers and is launching a real estate supplement, among other things The last two years have not been easy for the Bilanz crew. After the change from monthly to fortnightly publication, the Bilanz reach dropped rapidly and there was a constant need for explanations. But the explanations were plausible: due to the methodology used in the Wemf reach surveys, it was clear from the outset that the change in frequency from 2005 would no longer allow a direct comparison of reach. In addition, the publisher had also adjusted the circulation by 18 percent shortly beforehand in order to position Bilanz consistently "as an upmarket special interest title for a clearly defined and therefore limited readership" instead of an upmarket mass-circulation paper, as Editor-in-Chief René Lüchinger explains. Both the change in rhythm and the reduction in circulation are therefore expected to result in a significant loss of readers.
However, the extent of this was also a surprise to the publishing house on Zurich's Förrlibuckstrasse. The publisher had expected its readership to fall from 457,000 (2003) to 270,000 (which is not comparable). In reality, however, the magazine now only reaches 242,000 people. Among the business titles, Bilanz has thus slipped from second place behind NZZ to third place behind Cash.
However, Bilanz is not bothered by this, instead pointing to the latest certified circulation, which has risen again by 4 percent to 38,100 copies compared to 2005. Accordingly, it is assumed that the reach will settle at just over a quarter of a million readers. "There's not much more we can achieve with the upmarket and affluent target group we're aiming for," says Lüchinger.
Advertising volume grewThe advertising volume shows how the statements in the balance sheet were received by clients and media agencies: There were no losses. On the contrary, the volume grew by 24.4% in 2005 alone. This more than compensated for the 13% reduction in rates due to the change of rhythm. And this year, the balance sheet was almost able to maintain the volume; according to Wemf advertising statistics, from January to October it was 4.7 percent below the previous year. The automotive market, the telecommunications industry and customers from the office, consumer electronics, fashion and cosmetics sectors in particular seem to have discovered the balance sheet, while the magazine remained stable in the banking and jewelry sectors, but lost demand in the insurance and travel sectors.
However, this is unlikely to remain the case in future due to the reach, which was lower than forecast. This also seems to have been anticipated at Bilanz, as advertising rates were reduced by a further 6 percent in 2007. Nevertheless, the price per thousand readers in 2007 is a third higher than before the change in frequency, which is partly due to the higher printing and distribution costs (twice as many issues as before).
Bilanz is also restructuring and expanding. The magazine structure will change slightly in 2007, with the investment section in particular becoming more up-to-date and clearer. And following a reader survey, the magazine will now be published on Fridays instead of every other Tuesday. The balance sheet range will also be expanded. It currently consists of the main issue, four special issues, specialist and non-fiction books and the Bilanz-Business-Talk on SF zwei.
At the end of March, the quarterly real estate magazine Bilanz Homes (circulation 70,000 copies) will be added. The magazine will be sent to Bilanz subscribers, and 30,000 copies will also be sent to addresses with an affinity for real estate. Homes will also be available at selected newsstands, hotels and boutiques for CHF 12 per copy. The target audience is primarily people who want to buy a property in Switzerland or abroad. It is obviously not just about buildings in the high-end segment. A regular "Houses under 100,000 euros" section is also planned.
Rumors of a management buyoutSince summer 2006,
When Jean Frey AG became a holding company, there was speculation about the sale of the publishing house or some of its titles. The latest rumors were spread by Kleinreport on November 24: The Handelszeitung publishing group, which belongs to Springer, is interested in Jean Frey Verlag, as are Tamedia, Edipresse and Ringier. Furthermore, Roger Köppel had not only bought 60 percent of Weltwoche, but had also submitted an offer for Bilanz, possibly on behalf of Springer. It was also rumored that there were plans for a management buyout at Bilanz. Is the latter true? Presumably yes, because editor-in-chief René Lüchinger is not denying it. "I can't say anything about it at the moment," he says meaningfully. Markus Knöpfli
However, the extent of this was also a surprise to the publishing house on Zurich's Förrlibuckstrasse. The publisher had expected its readership to fall from 457,000 (2003) to 270,000 (which is not comparable). In reality, however, the magazine now only reaches 242,000 people. Among the business titles, Bilanz has thus slipped from second place behind NZZ to third place behind Cash.
However, Bilanz is not bothered by this, instead pointing to the latest certified circulation, which has risen again by 4 percent to 38,100 copies compared to 2005. Accordingly, it is assumed that the reach will settle at just over a quarter of a million readers. "There's not much more we can achieve with the upmarket and affluent target group we're aiming for," says Lüchinger.
Advertising volume grewThe advertising volume shows how the statements in the balance sheet were received by clients and media agencies: There were no losses. On the contrary, the volume grew by 24.4% in 2005 alone. This more than compensated for the 13% reduction in rates due to the change of rhythm. And this year, the balance sheet was almost able to maintain the volume; according to Wemf advertising statistics, from January to October it was 4.7 percent below the previous year. The automotive market, the telecommunications industry and customers from the office, consumer electronics, fashion and cosmetics sectors in particular seem to have discovered the balance sheet, while the magazine remained stable in the banking and jewelry sectors, but lost demand in the insurance and travel sectors.
However, this is unlikely to remain the case in future due to the reach, which was lower than forecast. This also seems to have been anticipated at Bilanz, as advertising rates were reduced by a further 6 percent in 2007. Nevertheless, the price per thousand readers in 2007 is a third higher than before the change in frequency, which is partly due to the higher printing and distribution costs (twice as many issues as before).
Bilanz is also restructuring and expanding. The magazine structure will change slightly in 2007, with the investment section in particular becoming more up-to-date and clearer. And following a reader survey, the magazine will now be published on Fridays instead of every other Tuesday. The balance sheet range will also be expanded. It currently consists of the main issue, four special issues, specialist and non-fiction books and the Bilanz-Business-Talk on SF zwei.
At the end of March, the quarterly real estate magazine Bilanz Homes (circulation 70,000 copies) will be added. The magazine will be sent to Bilanz subscribers, and 30,000 copies will also be sent to addresses with an affinity for real estate. Homes will also be available at selected newsstands, hotels and boutiques for CHF 12 per copy. The target audience is primarily people who want to buy a property in Switzerland or abroad. It is obviously not just about buildings in the high-end segment. A regular "Houses under 100,000 euros" section is also planned.
Rumors of a management buyoutSince summer 2006,
When Jean Frey AG became a holding company, there was speculation about the sale of the publishing house or some of its titles. The latest rumors were spread by Kleinreport on November 24: The Handelszeitung publishing group, which belongs to Springer, is interested in Jean Frey Verlag, as are Tamedia, Edipresse and Ringier. Furthermore, Roger Köppel had not only bought 60 percent of Weltwoche, but had also submitted an offer for Bilanz, possibly on behalf of Springer. It was also rumored that there were plans for a management buyout at Bilanz. Is the latter true? Presumably yes, because editor-in-chief René Lüchinger is not denying it. "I can't say anything about it at the moment," he says meaningfully. Markus Knöpfli
