The Landbote is not yet isolated
Advertising Bundles: Züriland-Kombi, Kombi 1, and Nordostschweiz—Which Ones Are Holding Up and Which Ones Are Struggling?
Züriland-Kombi, Kombi 1 and Nordostschweiz advertising combos - what is holding and what is wavering? The latest changes in the shareholder structures of Landbote, Zürichsee-Zeitung (ZSZ), Zürcher Oberländer (ZO) and Zürcher Unterländer (ZU) also affect the three combos in the region. One thing is certain: with NZZ's entry into ZO, ZSZ and ZU, all partners in the Züriland combination are now under the thumb of the old aunt. The continued existence of this combination is therefore as good as secured. However, it remains to be seen what will happen to Kombi 1 (Landbote, Thurgauer Zeitung and Schaffhauser Nachrichten) and Nordostschweiz (NOS, Kombi 1 and Züriland together). Both can be terminated at the end of the year and terminations could be considered for various reasons. The Landbote, for example, which will soon be joined by the Tages-Anzeiger job advertisement, could want to tie itself even more closely to the Tagi. However, Lothar Dostal, Director of Landbote publisher Ziegler Druck und Verlags AG, emphasizes that a termination of Kombi 1 and thus also of NOS "is not up for discussion from our side".
Conversely, punitive action against the Landbote would be conceivable by excluding it from the NOS. "That would be possible, we want to analyze the new situation first," says ZOM Managing Director Peter Edelmann. However, he would certainly not give up the NOS without replacement. It sounds different from Schaffhausen. "Terminating Kombi 1 and NOS is out of the question for us," says Norbert Neininger, editor-in-chief of Schaffhauser Nachrichten. He would also not support a punitive action against the Landbote at present.
Ziegler Druck believes that a punitive action against its own paper is rather unlikely. But they would not be helpless. "In this case, we would have to think about a combination with the Tagi", says Dostal. He is calm, not least because he sees the Winterthurer Landbote as "the mainstay" of both Kombi 1 and NOS.
Either way, the importance of the combos for the individual titles is high: Kombi 1 and NOS together account for around a third of sales for Landbote and Schaffhauser Nachrichten. The Zürcher Oberländer receives a good 30 percent from NOS and Züriland.
Markus Knöpfli
Conversely, punitive action against the Landbote would be conceivable by excluding it from the NOS. "That would be possible, we want to analyze the new situation first," says ZOM Managing Director Peter Edelmann. However, he would certainly not give up the NOS without replacement. It sounds different from Schaffhausen. "Terminating Kombi 1 and NOS is out of the question for us," says Norbert Neininger, editor-in-chief of Schaffhauser Nachrichten. He would also not support a punitive action against the Landbote at present.
Ziegler Druck believes that a punitive action against its own paper is rather unlikely. But they would not be helpless. "In this case, we would have to think about a combination with the Tagi", says Dostal. He is calm, not least because he sees the Winterthurer Landbote as "the mainstay" of both Kombi 1 and NOS.
Either way, the importance of the combos for the individual titles is high: Kombi 1 and NOS together account for around a third of sales for Landbote and Schaffhauser Nachrichten. The Zürcher Oberländer receives a good 30 percent from NOS and Züriland.
Markus Knöpfli
