The best defense
Pierre C. Meier on strategies in the wake of Ringier's daily baby.
It is not yet the free newspaper, about
which Ringier's heads are brooding over and with which the publishing strategists
at Dufourstrasse against Tamedia's successful sheet 20 minutes into the
want to throw into battle.
With the launch of Ringier's latest baby, Cash Daily, the
Publisher first of all his title Cash. The new
media network, consisting of the daily tabloid free newspaper am
tomorrow, audio and video applications on the Internet and on
mobile platforms, will perhaps revitalize the Cash brand. Man
hopes that this will attract new, young readers to Cash.
can. The editorial team can increasingly rely on broadly researched
stories and the current morsels from the wheelhouse
of the economy to the free sister. So far so good.
It would be nothing more than logical to take this undeniably logical setting
cloning for the problem child Blick, with regard to the intended
Launch of a high-circulation Ringier free newspaper. Here are
Theoretically, there are two options. On the one hand, a real
(not an emancipated!) free tabloid, the free Blick am
Tomorrow, with broad distribution, but with a clear, urban
emphasis and the focus on a younger audience, notabene
expanded with multimedia offerings on the Internet and mobile devices
- in direct competition with the established free newspaper 20 Minuten.
Consequently, further expansion in the advertising network together with
Le Matin Bleu in French-speaking Switzerland. Edipresse would thus - after
everything went wrong with Tamedia on Lake Geneva last fall -
an advertising partner in German-speaking Switzerland for Le Matin Bleu
(cleverly baited, Peter Rothenbühler!). Whether with this "Blick-Bleu"
but introduced a new, more urban readership to the mothership
can be achieved is questionable.
And a free view in the evening? That way you would no longer be up against the competition
Face to face. This is by no means the style of the house, where
man - Attack is the best defense - with a big ladle
to prepare.
Pierre C. Meier, Editor-in-Chief
