20 minutes provokes the Wemf

Publishers Das Pendlerblatt advocates the publication of quarterly figures. Currently a minority concern. "In terms of readership figures, we will oust Blick from first place this year," the HandelsZeitung quoted Rolf Bollmann, Managing Director of 20 Minuten, as saying last week. For Wemf, this assertion - presumably based on interim evaluations of Mach Basic 2004 announced for the fall - represents a delicate problem case. "If such statements become fashionable, we will have to rethink our business practice," comments Wemf marketing manager Carine Lins, who incidentally came across Bollmann's statement while reading it herself and was not made aware of it by 20 Minuten's competitors. Two scenarios are conceivable: an increase in the contractual penalty, which currently amounts to CHF 50,000, or the discontinuation of individual quarterly reporting. As Bollmann has not given any concrete figures, he will probably be able to avoid the contractually fixed fine. However, the clause is not a paper tiger, as it was applied twice in 2003 alone - in both cases against Tamedia titles.
Bollmann, who has also recently started reporting to Tamedia, is not aware of any breach of contract. "I was just expressing my personal opinion, albeit one that is supported by generally known reach trends." And adds that "growth-oriented publishers such as 20 Minuten" have long been fighting for quarterly publication of the Wemf figures, but have so far been thwarted by "the vested interests in the industry". A vote in which Bollmann's anger at the industry tenor can also be heard, which still likes to claim a difference in quality between the readership of paid and free newspapers - without reason, the 20 Minuten man is sure.
(oc)