Read more comfortably in Eastern Switzerland
Newspapers: The Tagblatt Group is switching its free newspaper, the Anzeiger, to tabloid format.
Newspapers The Tagblatt Group is converting its free newspaper Anzeiger to tabloid format. According to its new tariff documentation, the Anzeiger aims to be "uncomfortable" when it takes up and scrutinizes topics. But first of all, reading the free weekly newspaper from Eastern Switzerland will be more convenient: from the beginning of 2004, it will be published in a handy tabloid format instead of the daily newspaper format. The publisher, St.Galler Tagblatt AG, is thus following the trend. Tabloid has been on the rise since the success of 20 Minuten. The daily newspaper Le Matin made a start in the fall of 2001, a move that paid off - Mach Basic 2002 showed a 12.4 percent increase in readership for Le Matin. The Aargauer Zeitung will switch its regional section to small format next spring. In England, quality newspapers such as the Times and the Independent are now available in both broadsheet and tabloid format.
The Anzeiger is the first classic free newspaper to jump on this bandwagon. It is actually astonishing that no one has tried to take a slice of the commuter newspaper's success before. After all, it's not just 20 Minuten's readership that could make the free newspapers envious. The readers per issue (LpA) figure in particular is outstanding for a free newspaper. While a large proportion of the Anzeiger's circulation is thrown away unread (LpA 0.8), each copy of 20 Minuten has an average of 2.2 readers.
It's not just the format
It goes without saying that this difference is essentially linked to the content. A change of format does not turn the Anzeiger into a daily newspaper. In terms of design, designer Katja Hösli therefore refrained from any reference to 20 Minuten. Coop-Zeitung and Brückenbauer are closer. The zero number presents an airy layout with large images and lots of white space. The byline "Die Wochenzeitung für die Ostschweiz" becomes "Das Ostschweizer Wochenmagazin".
The newspaper focuses on people from Eastern Switzerland. "Political, economic and social topics are addressed and explained on the basis of people," says the presentation of the new concept. Singer Martina Dieziger graces the cover of the zero issue. There is none of the biting research promised by the documentary. However, editor-in-chief Richard Clavadetscher assures us that it won't stay that way.
Stefano Monachesi
The Anzeiger is the first classic free newspaper to jump on this bandwagon. It is actually astonishing that no one has tried to take a slice of the commuter newspaper's success before. After all, it's not just 20 Minuten's readership that could make the free newspapers envious. The readers per issue (LpA) figure in particular is outstanding for a free newspaper. While a large proportion of the Anzeiger's circulation is thrown away unread (LpA 0.8), each copy of 20 Minuten has an average of 2.2 readers.
It's not just the format
It goes without saying that this difference is essentially linked to the content. A change of format does not turn the Anzeiger into a daily newspaper. In terms of design, designer Katja Hösli therefore refrained from any reference to 20 Minuten. Coop-Zeitung and Brückenbauer are closer. The zero number presents an airy layout with large images and lots of white space. The byline "Die Wochenzeitung für die Ostschweiz" becomes "Das Ostschweizer Wochenmagazin".
The newspaper focuses on people from Eastern Switzerland. "Political, economic and social topics are addressed and explained on the basis of people," says the presentation of the new concept. Singer Martina Dieziger graces the cover of the zero issue. There is none of the biting research promised by the documentary. However, editor-in-chief Richard Clavadetscher assures us that it won't stay that way.
Stefano Monachesi
