Six months more are too much
Press: For some publishers, waiting a year and a half for new circulation figures is too long. That’s why WEMF provides interim certification. Who benefits?
Press Waiting a year and a half for new circulation figures is too long for some publishers. That's why Wemf has them certified in the meantime. Who benefits? Those who were able to have good circulation figures certified in April can rejoice: For once, they are valid for 18 months instead of 12. With the introduction of new regulations for the certification procedure, Wemf is postponing publication of the results to October from 2005 onwards, but as 2004 was not a brilliant year for the Swiss press, the joy of the six bonus months is likely to be limited. At the suggestion of publishers, Wemf is now making it possible to present updated figures as early as this October in an interim certification.
Around 60 titles are taking part in the intermediate round, as Wemf project manager Christel Plöger explains. In view of the 2,200 regular participants, that seems like a small number. However, this high number is due to small titles such as club magazines, which are not certified for advertising purposes, but as a prerequisite for reduced postal rates. Nevertheless, the question remains: have only those titles that have something to gain opted for current figures?
"Of course we're taking part," says Rolf Bollmann, CEO of 20 Minuten. With the launch of the Lucerne edition at the beginning of June, the commuter newspaper is guaranteed to be one of the winners. But Bollmann would also take part if circulation were to fall: "It's important to proceed correctly when it comes to certification."
Tobias Trevisan, Publishing Director of NZZ and NZZ am Sonntag, is having both titles certified. This is despite the fact that the NZZ will report lower figures. "It's all about credibility," emphasizes Tobias Trevisan: "We are committed to providing the advertising industry with up-to-date figures - in good times and bad." Tamedia has also registered all titles. This decision was taken because a year and a half without new figures was simply too long, according to Jürg Brauchli, Head of Newspapers: "Actually, the usual one-year cycle is already long." Whether the Tamedia newspapers have gained or lost ground is irrelevant.
The same fundamental decision was also made at Ringier. "Our market partners demand figures that are as new as possible," says newspaper boss Bernhard Weissberg. However, Blick is making an exception: Because the "Doppio" trial phase with two different formats would distort the results, the tabloid is dispensing with interim certification. The Blick circulation is also stable, assures Weissberg.
The circulation of HandelsZeitung has also hardly changed. This is why the original registration was canceled, explains publisher Ralph Büchi. In doing so, he is acting in the interests of Wemf: the interim certification is intended to give the publishers the opportunity to present significantly changed figures for this year's collective bargaining round, states Christel Plöger. Some participants had obviously not fully understood this. According to Plöger, the Wemf would point this out, but would not prevent anyone from taking part.
Espace Media Groupe has understood this. It has neither Berner Zeitung nor Bund certified. This is despite the fact that both titles are on target, explains publishing director Franziska von Weissenfluh. But because the circulations would not change drastically, the costs would be too high.
Media observers will also have to do without current figures for Weltwoche from the Post-Köppel era next fall. According to Peter Kümmerli, Jean Frey AG has decided against an interim certification of its titles because it does not expect any dynamic development. In addition, participation ties up funds and resources: "We prefer to invest this energy in real forward marketing."
Interim certification is worthwhile for securities with rising figures.
Stefano Monachesi
Around 60 titles are taking part in the intermediate round, as Wemf project manager Christel Plöger explains. In view of the 2,200 regular participants, that seems like a small number. However, this high number is due to small titles such as club magazines, which are not certified for advertising purposes, but as a prerequisite for reduced postal rates. Nevertheless, the question remains: have only those titles that have something to gain opted for current figures?
"Of course we're taking part," says Rolf Bollmann, CEO of 20 Minuten. With the launch of the Lucerne edition at the beginning of June, the commuter newspaper is guaranteed to be one of the winners. But Bollmann would also take part if circulation were to fall: "It's important to proceed correctly when it comes to certification."
Tobias Trevisan, Publishing Director of NZZ and NZZ am Sonntag, is having both titles certified. This is despite the fact that the NZZ will report lower figures. "It's all about credibility," emphasizes Tobias Trevisan: "We are committed to providing the advertising industry with up-to-date figures - in good times and bad." Tamedia has also registered all titles. This decision was taken because a year and a half without new figures was simply too long, according to Jürg Brauchli, Head of Newspapers: "Actually, the usual one-year cycle is already long." Whether the Tamedia newspapers have gained or lost ground is irrelevant.
The same fundamental decision was also made at Ringier. "Our market partners demand figures that are as new as possible," says newspaper boss Bernhard Weissberg. However, Blick is making an exception: Because the "Doppio" trial phase with two different formats would distort the results, the tabloid is dispensing with interim certification. The Blick circulation is also stable, assures Weissberg.
The circulation of HandelsZeitung has also hardly changed. This is why the original registration was canceled, explains publisher Ralph Büchi. In doing so, he is acting in the interests of Wemf: the interim certification is intended to give the publishers the opportunity to present significantly changed figures for this year's collective bargaining round, states Christel Plöger. Some participants had obviously not fully understood this. According to Plöger, the Wemf would point this out, but would not prevent anyone from taking part.
Espace Media Groupe has understood this. It has neither Berner Zeitung nor Bund certified. This is despite the fact that both titles are on target, explains publishing director Franziska von Weissenfluh. But because the circulations would not change drastically, the costs would be too high.
Media observers will also have to do without current figures for Weltwoche from the Post-Köppel era next fall. According to Peter Kümmerli, Jean Frey AG has decided against an interim certification of its titles because it does not expect any dynamic development. In addition, participation ties up funds and resources: "We prefer to invest this energy in real forward marketing."
Interim certification is worthwhile for securities with rising figures.
Stefano Monachesi
