Züri-Leu flirts with Capricorn
Press The competitor of the Zürichsee-Zeitung (ZSZ), Tamedia, participates in the advertising combination 27.
Press The competitor of the Zürichsee-Zeitung (ZSZ), Tamedia, participates in the advertising combination 27.
Publisher Tamedia is now taking the first steps after announcing its regional strategy for the Tages-Anzeiger at the end of September: the new Tagi regional supplement, which will be produced by its own editorial team in the Horgen district from March, will become part of the advertising combination 27 in the Lake Zurich, Schwyz, Walensee and Glarus regions. Tamedia is teaming up with the Südostschweiz Media Group for this purpose, thus dispelling any remaining doubts about the seriousness of the seven to ten-year growth strategy in the regional and local area of its flagship. Within the combination 27, the Tages-Anzeiger takes the place previously held by the ZSZ for almost four years until the end of 2003.
Module Horgen-Ausserschwyz
Nevertheless, Theodor Gut, Chairman of the Board of Directors of Zürichsee-Presse AG, is not worried about the latest development. "Our analysis has shown that the combination with the Tages-Anzeiger is not a hit offer for advertisers that we would have to fear," he emphasizes. We are talking about the Horgen-Ausserschwyz combination module, which reaches 71,000 readers in the region with the titles Höfner Volksblatt, March-Anzeiger and the new Tagi regional split in large circulation. The entire advertising combination 27 with the additional titles Bote der Urschweiz, Südostschweiz Gaster und See, Südostschweiz Glarus and the Sarganserländer reaches a daily readership of 131,000 people. Tamedia emphasizes the importance of the cooperation at advertising level: "It is a perfect combination and important for us," says Eta Pavlovic, deputy Tamedia media spokeswoman. Südostschweiz publisher Hanspeter Lebrument is also happy with the new replacement for the ZSZ, as his publishing house is now present on the left bank of the lake right up to the gates of Zurich - albeit far away from its core business. "For me, this is the ideal solution," says Hanspeter Lebrument.
Combi was not worth it
Zürichsee-Presse AG pulled out at the end of 2003 because Kombi 27 had not paid off. Some advertisements had merely shifted from the Zürichsee-Zeitung to the Kombi, "a zero-sum game for us", explains Gut. On the other hand, the ZSZ pursues its own strategies and cooperates with the Glarus weekly newspaper "Fridolin", which is based in Schwanden, and the "Einsiedler Anzeiger". The cooperation with Fridolin Verlag, the former owner of the March Höfe Zeitung (MHZ), was an obvious choice. On the condition that the ZSZ did not enter into any cooperation agreements with other publishing houses between Glarus and Lake Zurich, it was able to take over the MHZ and thus close the last major gap in its catchment area around the lake. Nevertheless, Gut wants to respond to the changes at Kombi 27. "We have so far been cautious on Obersee, in the Linth plain and in Glarnerland, but we will examine alternatives together with Fridolin."
Working together: Tamedia and the Südostschweiz Media Group.
René Worni
Publisher Tamedia is now taking the first steps after announcing its regional strategy for the Tages-Anzeiger at the end of September: the new Tagi regional supplement, which will be produced by its own editorial team in the Horgen district from March, will become part of the advertising combination 27 in the Lake Zurich, Schwyz, Walensee and Glarus regions. Tamedia is teaming up with the Südostschweiz Media Group for this purpose, thus dispelling any remaining doubts about the seriousness of the seven to ten-year growth strategy in the regional and local area of its flagship. Within the combination 27, the Tages-Anzeiger takes the place previously held by the ZSZ for almost four years until the end of 2003.
Module Horgen-Ausserschwyz
Nevertheless, Theodor Gut, Chairman of the Board of Directors of Zürichsee-Presse AG, is not worried about the latest development. "Our analysis has shown that the combination with the Tages-Anzeiger is not a hit offer for advertisers that we would have to fear," he emphasizes. We are talking about the Horgen-Ausserschwyz combination module, which reaches 71,000 readers in the region with the titles Höfner Volksblatt, March-Anzeiger and the new Tagi regional split in large circulation. The entire advertising combination 27 with the additional titles Bote der Urschweiz, Südostschweiz Gaster und See, Südostschweiz Glarus and the Sarganserländer reaches a daily readership of 131,000 people. Tamedia emphasizes the importance of the cooperation at advertising level: "It is a perfect combination and important for us," says Eta Pavlovic, deputy Tamedia media spokeswoman. Südostschweiz publisher Hanspeter Lebrument is also happy with the new replacement for the ZSZ, as his publishing house is now present on the left bank of the lake right up to the gates of Zurich - albeit far away from its core business. "For me, this is the ideal solution," says Hanspeter Lebrument.
Combi was not worth it
Zürichsee-Presse AG pulled out at the end of 2003 because Kombi 27 had not paid off. Some advertisements had merely shifted from the Zürichsee-Zeitung to the Kombi, "a zero-sum game for us", explains Gut. On the other hand, the ZSZ pursues its own strategies and cooperates with the Glarus weekly newspaper "Fridolin", which is based in Schwanden, and the "Einsiedler Anzeiger". The cooperation with Fridolin Verlag, the former owner of the March Höfe Zeitung (MHZ), was an obvious choice. On the condition that the ZSZ did not enter into any cooperation agreements with other publishing houses between Glarus and Lake Zurich, it was able to take over the MHZ and thus close the last major gap in its catchment area around the lake. Nevertheless, Gut wants to respond to the changes at Kombi 27. "We have so far been cautious on Obersee, in the Linth plain and in Glarnerland, but we will examine alternatives together with Fridolin."
Working together: Tamedia and the Südostschweiz Media Group.
René Worni
