Advertisers dance to a new rhythm

Business press Since Bilanz and Bilan have been published fortnightly, they have been loved by advertisers. But there is still work to be done in the reader market.
If you look at the Wemf advertising statistics on the
looking back at the year 2005, rubs his eyes: Among the
Bilan and Bilanz have been in the spotlight since their change of rhythm from
from monthly to biweekly publication enormously advertising volume
won. In the first quarter of 2005, Bilan increased by an incredible 358
percent, while the balance sheet took a more leisurely pace at plus 38 percent.
but also significantly better than its competitors. Across the board
last year, Bilan's growth rate was still 43.4 percent,
balance sheet amounted to 27.2 percent, while most of the other
competitors remained in the red or were only just positive. In the
The situation changed in the first quarter of the current year: the
balance sheet continued to grow at 26.5 percent, while Bilan increased by 1.4 percent.
percent remained at the high level reached a year ago.

Record high turnover
The two publishing houses are delighted with the development: "2005 was
the best year in Bilan's history: we were able to increase sales by
36 percent to over 8 million francs, a new record",
says Théo Bouchat, whose responsibilities at Edipresse include the
magazines. In addition, despite the change in cadence, not only the
costs rose by 30 percent, but profits also increased by 50 percent.
have increased. The balance sheet is also relieved: "After we
The largest profit in 2004 thanks to efficient cost management
we far exceeded the budget in 2005," says
Editor-in-chief René Lüchinger. "And this year will be good again."

But there is no time to rest. At Bilan, for example, the
range fell slightly, while Bouchat's growth in the
calculated. Within two years, ten percent more readers than in 2004, the
was his declared goal in January 2005.
issue, however, was (non-significantly) 4.6 percent below the 130000
readers. "But Bilan is now read twice a month, so twice as much
as much as before," Bouchat consoles himself. But he adds: "We
keep the original goal in mind, even if it is difficult to
be achieved." More difficult because Bilan also supports
has lost around 1000 copies compared to 2005 (18569 copies).

"Only temporarily," emphasizes Bouchat, because measures have already been
to support the circulation. Specifically, the magazine is published all
those companies that "have a connection to him and his readership",
as a personalized communication and promotion tool
offered: For example, a bank can offer three or more Bilan issues for
their customers at a reduced price, whereby the "purchased"
part of the print run each receives a special envelope that is entirely
is tailored to the bank. Thanks to this "side business", Bouchat hopes,
the Bilan edition this year is back at the same level as in 2005
to have it notarized. However, his goal is to "soon" have the
to exceed the threshold of 20000 copies.

The situation is different for the balance sheet: its current
reach (315,000 readers) is 25 percent lower than in 2004, which according to
publishing director Sandra Geiger can be attributed to two reasons: Firstly
On the one hand, the change in rhythm led to a change in the Wemf survey.
consequence. In addition, the balance sheet had a circulation adjustment in fall 2004.
of 19 percent, which is now, with a time delay, also affecting the
the range. In fall 2006, when the fortnightly balance sheet
will be fully mapped in Mach Basic for the first time, expects
Geiger therefore expects a further drop to around 270000 readers. "That should
But then it has to be the ceiling," she says.
In 2005 it rose by five percent - and this year it will be higher again
Be."

Women remain cautious
A year ago, Geiger formulated two goals: The balance sheet should
women and among younger readers up to 30. "So far we have
hardly ever managed to do this," she admits. The reason: many women believed
still believes that Bilanz is primarily a men's magazine. "You must
have seen several issues before they revise their image",
noted Geiger. That is why she and the Business
Professional Women (BPF) have entered into a cooperation: The members of BPF
are supplied with the balance sheet for a period of time.

For the younger readership, on the other hand, she made the balance sheet
more mobile: The ten-times-annual Hörbilanz is new
also available as a downloadable audio file or as an MP3. Also the
Bilanz Business Talk, which is broadcast five times a year on SF 2
ready for download. "We want to meet our readers where they are.
But we have to break new ground," she says. From
She will say goodbye to mass mailings and telemarketing.

As one of the new approaches, Geiger and editor-in-chief René
Lüchinger on the previous focus issues of watches, luxury and "The
300 richest" at the end of August. It will also be
annually and entirely in white. In terms of content, the first
Weiss balance sheet under the overall theme "What holds Switzerland together". It
it talks about the "most important personalities", about
"economic identity creators" and on the "costs and benefits of the
national cohesion". René justifies this step
Lüchinger with the strong demand from advertisers for special
environments. With a more content-based, intellectual approach, the
The Weiss balance sheet now joins this trio. "In future, we want to work with
Gold, Silver, Blue and White editions every year, four special
spreading scent," says Lüchinger.

Markus Knöpfli