"Private advertisers need more guidance"
Publishers' Association President Hanspeter Lebrument on the SWA's criticism.
Publisher President Hanspeter Lebrument on the criticism of the SWA.WW: The SWA demands the same rates for job advertisements as for other categories. Why don't most publishers go along with this?
Hanspeter Lebrument: The Swiss Press Association (VSP) set up a project group in 2002 to propose simpler tariff structures. It has now developed a software module with which publishers can check and revise their rates. We reported on this in our last newsletter (Flash of December 18). The SWA has been informed and basically agrees with our approach.
However, the Flash also stated that this industry solution is hardly like
planned to be introduced in 2005. The SWA therefore wants at least the price adjustment for jobs to be brought forward.
That is not possible. The jobs are part of a complex wage structure. The publishers need more time. They are now working with the software, the project group is collating the results and then deriving the measures. But last week, the VSP once again called on all publishers to implement the project quickly and without complications.
Hanspeter Lebrument, President VSPBut why do job advertisements cost nine percent more on average?
than the car and real estate categories?
There are business reasons for this: The data entry effort is higher. While we almost always deal with business partners for cars and, above all, real estate, many private individuals also advertise in the job advertisements. That's why more advice is needed there. In addition, several titles provide additional editorial services specifically for the job sector.
The SWA says that despite equalized prices, the newspapers are only
would lose little. The money saved would be invested in more advertisements. I doubt it. 20 Minuten was already fulfilling its role in 2003 as one of the
of the few Swiss-German titles to meet the SWA demand. However, this paper was the biggest loser in terms of job advertisements last year with a drop of 46.5 percent. The other major Swiss-German dailies lost between 21.4 and 41.5 percent. It therefore appears that price has less of an influence than the SWA assumed.
Markus Knöpfli
Hanspeter Lebrument: The Swiss Press Association (VSP) set up a project group in 2002 to propose simpler tariff structures. It has now developed a software module with which publishers can check and revise their rates. We reported on this in our last newsletter (Flash of December 18). The SWA has been informed and basically agrees with our approach.
However, the Flash also stated that this industry solution is hardly like
planned to be introduced in 2005. The SWA therefore wants at least the price adjustment for jobs to be brought forward.
That is not possible. The jobs are part of a complex wage structure. The publishers need more time. They are now working with the software, the project group is collating the results and then deriving the measures. But last week, the VSP once again called on all publishers to implement the project quickly and without complications.
Hanspeter Lebrument, President VSPBut why do job advertisements cost nine percent more on average?
than the car and real estate categories?
There are business reasons for this: The data entry effort is higher. While we almost always deal with business partners for cars and, above all, real estate, many private individuals also advertise in the job advertisements. That's why more advice is needed there. In addition, several titles provide additional editorial services specifically for the job sector.
The SWA says that despite equalized prices, the newspapers are only
would lose little. The money saved would be invested in more advertisements. I doubt it. 20 Minuten was already fulfilling its role in 2003 as one of the
of the few Swiss-German titles to meet the SWA demand. However, this paper was the biggest loser in terms of job advertisements last year with a drop of 46.5 percent. The other major Swiss-German dailies lost between 21.4 and 41.5 percent. It therefore appears that price has less of an influence than the SWA assumed.
Markus Knöpfli
