Valora steps on the pedals

Press Fewer and fewer people are buying newspapers
at the kiosk. That's why kiosk operator Valora is now delivering the newspapers by
Because press sales at kiosks have not been possible since
years, the press wholesaler Valora and the press wholesaler
Association of the Swiss Press (CHP) is always talking about new ideas, the
to boost sales of print products. They came up with the latest idea
from Germany and launch them in the summer months of July, August and
September - but only in Zurich for the time being.

40 titles to choose from
From July 1, Valora Press & Book and the CHP will be sending six
three-wheeled "Swiss Press Bikes" in Zurich's pedestrian passages,
accompanied by one to two
Sales staff. These cargo bikes, a kind of rickshaw without
passenger seat, but with a step attachment for the presentation of
a total of 40 different newspaper and magazine titles, are
in good weather for eight hours every day for seven days
between Platzspitz via Limmatquai or Bahnhofstrasse and
the Zurich lake basin to Landiwiese and LakeSide Casino on the way
be. The idea: in summer, people like to stroll around in
pedestrian zones or linger in leisure facilities. They often feel like
and time to read. But because there isn't always a kiosk in the immediate vicinity
the Swiss Press Bikes, the aim is to make reading easier for them.
bring along. Bikes and sales staff are equipped with "Swiss press".
labeled.

Something similar happened successfully last year in various German
cities. In Frankfurt, for example, there were three bikes in the city center
in operation, each of which produces around 100 Bild newspapers a day and
sold 10 issues of Stern and 100 copies of Spiegel every week.
However, it is not known on how many fair weather days the bikes
were actually on the road, and it is almost impossible to determine whether
additional sales could be generated or whether sales were merely driven by
was transferred from one sales channel to another. Naturally hopes
CHP is hoping for additional sales. "We are confident, even if
the weather cooperates," says Toni Vetterli, Head of Marketing at CHP.

Financing by publishers
Whether the campaign can definitely take place depends largely on the
participation by the publishers. These days they were invited to
Participation invited. Those who want to take part pay 1500 francs per
Title. This includes not only the display of the title in the
whole three months (until September 30), but also an approximately
three-day promotion on a wheel fairing. In addition, the publishers
for sales from Swiss Presse Bike the same margin as at the kiosk
assured. "For the campaign to pay off, 40 titles must be
take part," says Vetterli. After all, around 20 people would be involved in the
Sales recruited. But he is optimistic. Because in the project team
Ringier and Tamedia are also involved, which means that the
largest newspaper and magazine publishers are already on board.

In addition, the campaign does not cause any inconvenience for the publishers. The handling of goods
Valora, which also coordinates the deployment of staff.
"If the expected success materializes in Zurich, the
Swiss Press Bikes will also be available in other Swiss cities next year.
will be used," says Vetterli.

Markus Knöpfli