Cancel exercise!
Guest commentary After the format change, Blick urgently needs a reorientation of its content, writes Peter Rothenbühler.
Guest commentary After the format change, Blick urgently needs a reorientation in terms of content, writes Peter Rothenbühler.Blick can spare itself (and its readership) any more self-praise articles about the heroic work of the newspaper makers. The "Doppio" experiment makes it clear from the very first issue: Blick is better in small format. Although the content is the same, the half-size format is twice as much fun to read. My prediction: 80 to 90 percent of readers will vote for the small format. "Doppio" is the first campaign in a long time where Blick doesn't have to turn tail. Bravo! The large Blick format suddenly looks ancient next to the small one. The pages are puffy and undecided, there is no clear hierarchy, the images compete with each other. The question remains: How was it possible to wait so long? And why didn't Ringier simply go through with the format change? It really wouldn't have taken much courage. Newspapers around the world that have taken the step have only gained. Regardless of the content. Whether it's a rural tabloid, urban tabloid or large regional newspaper: the small format is simply practical. Le Matin readers have confirmed this time and again (since the format change in fall 2001), with an impressive 98 percent majority.
But that's the way it is in our industry: readers are often more progressive and practical than journalists. (Which doesn't mean that they all vote SP and pray Catholic, dear Blick makers). Incidentally, readers' opinions on a new Blick could have been obtained by calling Lausanne or Oslo or London. Ringier could have saved a lot of time and money and, above all, taken the overdue next step: The reinvention of Blick.
Why has Ringier's battleship lost 100,000 copies in the last ten years? Is it because of the format? The tabloid alone will not make up for the lack of sales. After "Doppio", Blick will finally have to pull itself together for the major exercise "Reformatio". To reform the content, to neutralize the political course, to rejuvenate and feminize the editorial line.
PS: Despite all the advantages, there is only one big problem: branded companies like to place their beautiful ads in large format. A wonderful source of income for Sunday broadsheet editions. "Unfortunately" (for Ringier), SonntagsBlick is the only Sunday title in small format. The resulting advertising losses are likely to be expensive. But for now, Blick is back on the winning side. Congratulations!
> Peter Rothenbühler is editor-in-chief of Le Matin and Le Matin Dimanche.
But that's the way it is in our industry: readers are often more progressive and practical than journalists. (Which doesn't mean that they all vote SP and pray Catholic, dear Blick makers). Incidentally, readers' opinions on a new Blick could have been obtained by calling Lausanne or Oslo or London. Ringier could have saved a lot of time and money and, above all, taken the overdue next step: The reinvention of Blick.
Why has Ringier's battleship lost 100,000 copies in the last ten years? Is it because of the format? The tabloid alone will not make up for the lack of sales. After "Doppio", Blick will finally have to pull itself together for the major exercise "Reformatio". To reform the content, to neutralize the political course, to rejuvenate and feminize the editorial line.
PS: Despite all the advantages, there is only one big problem: branded companies like to place their beautiful ads in large format. A wonderful source of income for Sunday broadsheet editions. "Unfortunately" (for Ringier), SonntagsBlick is the only Sunday title in small format. The resulting advertising losses are likely to be expensive. But for now, Blick is back on the winning side. Congratulations!
> Peter Rothenbühler is editor-in-chief of Le Matin and Le Matin Dimanche.
