Basler Zeitung wants to realign its advertising business

The increased competition in north-western Switzerland is not only having editorial consequences: According to a report in Onlinereport, the Basler Zeitung (BaZ) is making preparations to take the advertising business "at least partially" into its own hands.

The BaZ management has not been satisfied with the acquisition performance and customer care of PubliGroupe (Publicitas) for some time. As a full leaseholder, PubliGroupe is solely responsible for advertising placement in the BaZ. However, PubliGroupe also supplies the Mitteland Zeitung and Basellandschaftliche Zeitung with advertisements.

Aggressive advertisingBaZ plans to advertise the "combat" instrument of large circulation itself. In particular, the contested area is to be advertised aggressively. PubliGroupe can only do this with the handbrake on, as it also has to serve the publishers in Liestal and Baden.
There were indications that BaZ had already made preparations last year to take the vital advertising business into its own hands. A year ago, Publicitas director Roland Steffen was appointed publishing director, who immediately founded the BaZ subsidiary and advertising agency Keymedia. And within the publishing house, five employees now acquire advertisements specifically for the Friday large circulation. PubliGroupe is only contractually guaranteed to manage the core circulation, but not the new products.
Servant of many masters However, PubliGroupe and Basler Zeitung are closely interlinked. PubliGroupe holds a strong minority stake of 37 percent in BaZ. PubliGroupe CEO Hans-Peter Rohner and Group Executive Board member Otto Meier are members of the BaZ Board of Directors. BaZ President Matthias Hagemann and Group CEO Beat Meyer told Onlinereports that PubliGroupe is now caught up in a conflict of interest as it has to serve several masters.
Loss of independence? In the intensified press competition in north-western Switzerland, BaZ no longer wants to be kept on a tight leash by its advertising space tenant, writes Onlinereports. PubliGroupe risked its trust capital as an independent company when it acquired a stake in Freie Presse Holding (NZZ) in the Zurich area. There is also a joint venture with Südostschweiz in Graubünden. Should PubliGroupe wish to sell its holdings in BaZ, BaZ would not be worried. Because it would have the right of first refusal.