A second "express" effect?
Oliver Classen on the (hidden) meaning behind Tamedia's local initiative.
Oliver Classen on the (ulterior) motive behind Tamedia's local offensive Roland Schlumpf and Daniela Decurtins had also registered for the Frankfurt tabloid workshop on "The big impact of a small change" (see page 18). However, the two Tages-Anzeiger executives were represented by one of their consultants. At home, the first and decisive step towards regionalization had just been decided.
The Tagi is making this move to the left bank of Lake Zurich of all places, the area where it already has a much stronger presence than in Winterthur or Baden, for example. In contrast to the Pfnüsel coast, it could and would have to make significant gains there - as well as in the Zurich Oberland and Unterland - in order to satisfy the growth fantasies of Tamedia shareholders. The question remains as to why the war-experienced Coninx and Kall are only targeting the obvious secondary location of Horgen and the surrounding area.
The simplest, but by no means most unlikely explanation:
By putting pressure on the (supposedly) weakest link in the recalcitrant regional publishing chain, Tamedia is hoping for a second, rural "20 Minuten/Express effect" - despite all declarations of determination. (After all, they still prefer to sell the Tagi mantle.) But something like this takes time. Which would explain why the Tagi split is not due to be launched for another five months.
But perhaps the Werdsträssler are just looking for a laboratory space that is as low-risk as possible, where they can tinker with a local tabloid that can be exported to more important regions in relative privacy. The aforementioned consultant has certainly brought back some ideas from Frankfurt. And if not, we recommend taking a long look at the small-format local supplements of the Aargauer Zeitung. We are curious to see if and what the Tagi development editorial team can or wants to learn from this "first mover".
> Oliver Classen, Editor
The Tagi is making this move to the left bank of Lake Zurich of all places, the area where it already has a much stronger presence than in Winterthur or Baden, for example. In contrast to the Pfnüsel coast, it could and would have to make significant gains there - as well as in the Zurich Oberland and Unterland - in order to satisfy the growth fantasies of Tamedia shareholders. The question remains as to why the war-experienced Coninx and Kall are only targeting the obvious secondary location of Horgen and the surrounding area.
The simplest, but by no means most unlikely explanation:
By putting pressure on the (supposedly) weakest link in the recalcitrant regional publishing chain, Tamedia is hoping for a second, rural "20 Minuten/Express effect" - despite all declarations of determination. (After all, they still prefer to sell the Tagi mantle.) But something like this takes time. Which would explain why the Tagi split is not due to be launched for another five months.
But perhaps the Werdsträssler are just looking for a laboratory space that is as low-risk as possible, where they can tinker with a local tabloid that can be exported to more important regions in relative privacy. The aforementioned consultant has certainly brought back some ideas from Frankfurt. And if not, we recommend taking a long look at the small-format local supplements of the Aargauer Zeitung. We are curious to see if and what the Tagi development editorial team can or wants to learn from this "first mover".
> Oliver Classen, Editor
