Cash wants to get back on the road to success
Business Press: With a soft relaunch to mark its 15th anniversary, Cash aims to attract more readers again.
Business press Cash wants to win back more readers with a soft relaunch for its 15th birthday The latest figures from Mach Basic do not make the business press happy: the audience is still fleeing in droves (see also page 13). Cash is also affected: with a loss of 51,000 readers or almost 15 percent (currently still 296,000 readers), the newspaper is even bleeding more than average. The need for action is correspondingly great, and new promising recipes have been hatched at Ringier for months. These will become visible for the first time with
of the 15th anniversary edition of the title. It will be published on October 21.
For the sake of the surprise effect, the cat will not be let out of the bag until then. Thomas Trüb, Head of Business Media at Ringier, reveals only this much (see also the interview below): "We are making a few fundamental changes, which also includes a more in-depth treatment of new subject areas. This will enable us to expand our core readership."
Digression into the success story
The anniversary issue will also focus on the years that have passed. In a separate section, the magazine will review the ups and downs of the Swiss economy and Cash since its launch in 1989. The analyses by former editors-in-chief Thomas Trüb, Markus Gisler, Fred David and current editor-in-chief Dirk Schütz, whose experiences will be shared in a roundtable discussion, should prove particularly interesting.
Not only will some of the content take you back in time, but the advertising rates for the anniversary issue will also entice you with prices as they were 15 years ago. This means that advertising customers will receive a discount of 57 percent in this issue
compared to the current tariffs.
It remains to be seen how much added value the business magazine brings to its readership. The fact is that Cash began its success story 15 years ago as a completely innovative medium at the time. The newly launched Ringier paper was the first and only publication where dry economic topics could be consumed with pleasure.
"If we compare ourselves with the international business press, then we believe we are still a very innovative paper today," says Thomas Trüb. And he adds: "But we need to step up our game again in order to actually cover the new topics that appeal to the new generations of readers."
Punch lost: Cash with derivatives.
Daniel Schifferle
of the 15th anniversary edition of the title. It will be published on October 21.
For the sake of the surprise effect, the cat will not be let out of the bag until then. Thomas Trüb, Head of Business Media at Ringier, reveals only this much (see also the interview below): "We are making a few fundamental changes, which also includes a more in-depth treatment of new subject areas. This will enable us to expand our core readership."
Digression into the success story
The anniversary issue will also focus on the years that have passed. In a separate section, the magazine will review the ups and downs of the Swiss economy and Cash since its launch in 1989. The analyses by former editors-in-chief Thomas Trüb, Markus Gisler, Fred David and current editor-in-chief Dirk Schütz, whose experiences will be shared in a roundtable discussion, should prove particularly interesting.
Not only will some of the content take you back in time, but the advertising rates for the anniversary issue will also entice you with prices as they were 15 years ago. This means that advertising customers will receive a discount of 57 percent in this issue
compared to the current tariffs.
It remains to be seen how much added value the business magazine brings to its readership. The fact is that Cash began its success story 15 years ago as a completely innovative medium at the time. The newly launched Ringier paper was the first and only publication where dry economic topics could be consumed with pleasure.
"If we compare ourselves with the international business press, then we believe we are still a very innovative paper today," says Thomas Trüb. And he adds: "But we need to step up our game again in order to actually cover the new topics that appeal to the new generations of readers."
Punch lost: Cash with derivatives.
Daniel Schifferle
