More advertisements are not enough
Digital transmission (print and online) does not reduce the rates per ad submitted, even though the volume is growing.
has fallen further, we are still in a position to grow.
can," says Kurt Obrist, managing director of the advertising broker
Print Online (POL). In fact, POL was able to expand its electronically distributed
volume for the third time in succession: in 2005, the
"digitale Kurier" (original sound on www.printonline.ch) 122,000 advertisements to the
publishers, around 9 percent more than in the previous year. The POL increase in volume
has to do with two developments, according to Obrist. "On the one hand
Today, rather smaller formats instead of page-dominating ads
secondly, certain categories such as jobs and real estate have
attracted again," he says. POL also felt both. For the first time
More than half (55%) of the reports submitted belong to the POL category
"Small advertisements" (<311 quadratzentimeter), 2004 machte diese
category only accounts for 47 percent.
Due to the increasing proportion of small advertisements, POL was able to
Despite the growth in total volume, sales rose only slightly to just over 2
million Swiss francs, compared with slightly less in 2004.
According to Kurt Obrist, this just about covers the operating costs of the
Data courier covered. Bad luck for the publishers, the recipients of the
POL-submitted advertisements. Because the
non-profit organization founded in 1998 by NZZ, Tamedia, Ringier and
Publicitas (25 percent each) was founded, in the form of price reductions
(as was the case in 2002 and 2003). However, POL has now decided not to
the sales situation for the third time since 2003.
reduction, the tariffs will therefore remain unchanged in 2006.
They are still available in two categories: Large publishers pay a
annual connection fee of CHF 15,000 and CHF 10 per advertisement.
Small advertisements cost 6 francs. Publishers without a connection fee pay
30 francs per advertisement, small advertisements cost 18 francs. In both
categories, there is also a data volume-dependent charge: 2
francs per megabyte.
Markus Knöpfli
