"That gives satisfaction"
Sonntagspresse The NZZ am Sonntag has turned four years old and has budgeted in the black for the first time this year. The balance sheet of editorial director Felix E. Müller.
NZZ am Sonntag turned four years old on March 17 and reportedly writes
into the black. What goes through your mind?
Felix E. Müller: We have already come a long way.
WW: In what way?
Felix E. Müller:
I recently looked at the first numbers. On the one hand
amazing to see how the newspaper has developed journalistically.
further developed and found its line. Secondly, the NZZ
am Sonntag has a firm place in the Swiss press landscape
and thirdly, the newspaper is also commercially pleasing
on the road.
WW: How has the paper developed in terms of publishing?
Felix E. Müller: We
had to learn what it means to be a product of the NZZ nevertheless
to set slightly different accents than the NZZ during the week. On
Sunday requires a slightly different journalistic emphasis.
WW: What kind?
Felix E. Müller: In
the choice of topics and the mix of topics. In addition to serious topics, it also needs something
lighter fabrics than during the week. You have to leave a trace
write in a more audience-friendly way without becoming dubious. These
point, we had to approach it gradually.
WW: On Sunday, you are in direct competition with the Sonntags-Zeitung. Is that stimulating or frustrating?
Felix E. Müller: The
SonntagsZeitung is the immediate and obvious comparison for
us. You can see from week to week who has done what and
where which of the two was better. It is therefore a fruitful
Competition.
WW: How do the papers differ in their journalistic approach?
Felix E. Müller: We
can make fewer mistakes than the SonntagsZeitung because of the NZZ brand.
allow - in fact, no mistakes at all. People expect
reliability from a product from our company in the quality of the
Information. I have the feeling that the SonntagsZeitung is going to be
led on a longer leash.
WW: Where was there resistance during the launch? Is there any today?
Felix E. Müller: Of which
I feel nothing today. The economic development of this newspaper is
too well. In the beginning, there was fundamental resistance to the
Launch of a Sunday title. Whether one should not rely on
which would be detrimental to the NZZ brand.
could develop, were the main reservations.
WW: Within the NZZ, people were very skeptical about the new kid on the block.
Felix E. Müller: To the
Partly skeptical and partly skeptically benevolent. You have to
objectively. From a commercial point of view, the launch of the newspaper was a
certain risk. If that had gone wrong, then the burden for
the house was very large.
WW: Now you are doing very well at the bottom line and are already in the black.
Felix E. Müller: No, not yet. We are still posting a small loss for 2005.
WW: But the budget for 2006 is in the black?
Felix E. Müller: Yes, and I also hope that we can achieve this budget.
WW: It is rather the exception that the quality press reaches break-even so quickly. What does that feel like?
Felix E. Müller: The
gives satisfaction to the whole team. After all, it's an effort
of the whole team. That's really great. I notice that this
newspaper has extremely few staff changes. That is a special case.
The rule is that after three to four years, a pioneering team
has largely been replaced. The NZZ am Sonntag is therefore a
A place where you can do good and interesting journalism in a climate
that journalists are comfortable with. We are pleased that we have succeeded in doing this
me almost more.
WW: Temporarily
the editorial team was working to the limits of its capacity because the
staff resources are scarce. Has this improved?
Felix E. Müller: Not
fundamental. We are the Sunday newspaper with the smallest budget
and with the smallest team. The more challenging it is to always
a good performance. But with growing journalistic
the pressure to assert oneself also decreases somewhat.
must.
WW: In contrast to NZZ am Sonntag, the parent newspaper NZZ is not exactly doing well financially. Is there competition?
Felix E. Müller: No.
I have always said that the two objects must be mutually compatible.
support. The example of NZZ Executive shows this almost in the
Model case where Sunday brings something to the working day and vice versa. In
commercially, one should not speak of competition,
but rather try to improve and expand such cooperation models.
intensify.
WW: But do you rule out exchanges at editorial level, such as the joint launch of topics?
Felix E. Müller: We have the weekly newspaper rhythm and the NZZ has the daily newspaper rhythm. You can't transfer one into the other.
WW: Yours
Title is editorial director. Hugo Bütler as NZZ editor-in-chief carried the
journalistic responsibility. Will this continue under his successor Markus
Change Spillmann?
Felix E. Müller: I don't know, so I can't answer that for you. A lot is still unclear.
WW: Is there a need for clarification?
Felix E. Müller: Mine
Clearly yes, in my opinion. But Markus Spillmann is taking over his mandate
only on April 1, so there will certainly be one or two things to say afterwards.
happen.
WW: Were there ever any corrections to your decisions by Hugo Bütler?
Felix E. Müller: No,
I was more generous and liberal with the long leash. He has
always supported me. I was able to follow the path right from the start,
which I thought the newspaper should follow.
WW: Does the free press play any role for the NZZ am Sonntag?
Felix E. Müller: No,
not noticeable. Maybe in certain categories of ads. But
I think the Sunday market is a relatively separate market and
differs from that of the free newspapers.
WW: It is said that young people are reading again thanks to free newspapers. Was there a need for action for the NZZ am Sonntag?
Felix E. Müller: The
would certainly need to be looked at and discussed in more detail. It is a
phenomenon and would allow conclusions to be drawn about the program of the Sunday press.
to.
WW: What are your plans for the future of NZZ am Sonntag?
Felix E. Müller: I would like to make it the leading Sunday newspaper in this country, if it isn't already.
From a must-read to a must-read newspaper
The relaunch of a third Sunday title was announced four years ago.
critically commented. "Nothing new under the sun", wrote the WOZ
and continues: "The NZZaS wants to keep a sense of proportion, be credible and
be self-critical and show understanding for the other person. Oh well.
Sounds about as tempting as Irish coffee without whiskey. Healthy,
low in calories and moderate instead of whipping up, does not harm the line
nor the brain cells." And the current President of the Press Council Peter
Studer said in Facts: "Too little surprising, solid,
credible, somewhat brittle." The paper must change from a must to a
of a Darf newspaper.
René Worni
