Fresh cell treatment for the balance sheet
Business magazines: *Die Bilanz* is replacing its editor-in-chief, and publishing director Uli Rubner is also shaking things up in other ways.
Wirtschaftsmagazine Die Bilanz is replacing its editor-in-chief, and publishing director Uli Rubner is leaving no stone unturned. "Producing a new Bilanz every month is and remains fascinating," said Medard Meier in an interview with Werbewoche ten months ago. He is not thinking about quitting. "Ultimately, however, my superiors have to judge me." They have now done so - and have apparently been able to convince him in lengthy discussions that the paper needs a blood refresher - in the person of René Lüchinger.Indeed, the balance sheet, which Meier likes to compare to an "aircraft carrier", is currently bobbing in particularly rough waters. According to VSW statistics, it started in January with 55 percent fewer advertising pages than a year earlier, followed by two months with minus 24 and minus 21 percent. April, with the relaunch number, showed a plus of seven percent, but in May the volume plummeted again to minus 28 percent. June saw a drop of eleven percent, while July saw an increase of eight percent.
Even if the storms surrounding comparable titles such as Cash, Finanz & Wirtschaft or Facts are much more violent, the total advertising revenue of Bilanz in the first seven months is 16.3 percent below the same period in 2002. "Nevertheless, Bilanz has been more profitable in the first seven months of this year than in the same period last year," says Uli Rubner, who has been publishing director of both Weltwoche and the business magazine for three months. However, she does not want to give more precise figures.
The increase in profitability was made possible thanks to higher average revenues and partly thanks to cost reductions: The Manager-Bilanz, which is published four times a year, has been canceled until further notice due to the lack of a new sponsor. The specials, of which up to 16 were published each year, will be cut in half. The range of books will also be reduced. Rubner: "We want to focus our energy on the main magazine." Despite a drop in circulation (minus 14.6 %), it could at least increase its readership figures.
Slogan: Move closer together
The publishing and advertising teams of Weltwoche and Bilanz are also being brought together under Rubner. A few weeks ago, Christoph Waeber was appointed advertising manager for both
This also applies to French-speaking Switzerland, where the former Weltwoche regional sales manager Servais Micolot now offers the balance sheet in the portfolio. Internet activities, reader marketing and books are also each under
a joint management. In total, approximately one position has been cut, but there will be three more departures by October.
Rubner also does not rule out the possibility of further downsizing. She comments on rumors that the two advertising departments are to merge as follows: "I don't have that in mind at the moment, because I want to test the new structure first. It is the first time that two publishing houses are under one management," she says. However, the new organization is not set in stone. "It could also be that the unified advertising management doesn't work out."
Must get the balance sheet out of the trough: The new editor-in-chief René Lüchinger.
Online currentWith the publication of the September issue of Bilanz-
Internet platform has been updated. In future, it will be updated weekly. In addition to selected articles from the print edition, a press review, a newsletter and short weekly updates from the editorial team will also be available. Added Values will continue to be offered, but will remain reserved for Bilanz subscribers. The online share guide, on the other hand, will not be reactivated. (mk)
Markus Knöpfli
Even if the storms surrounding comparable titles such as Cash, Finanz & Wirtschaft or Facts are much more violent, the total advertising revenue of Bilanz in the first seven months is 16.3 percent below the same period in 2002. "Nevertheless, Bilanz has been more profitable in the first seven months of this year than in the same period last year," says Uli Rubner, who has been publishing director of both Weltwoche and the business magazine for three months. However, she does not want to give more precise figures.
The increase in profitability was made possible thanks to higher average revenues and partly thanks to cost reductions: The Manager-Bilanz, which is published four times a year, has been canceled until further notice due to the lack of a new sponsor. The specials, of which up to 16 were published each year, will be cut in half. The range of books will also be reduced. Rubner: "We want to focus our energy on the main magazine." Despite a drop in circulation (minus 14.6 %), it could at least increase its readership figures.
Slogan: Move closer together
The publishing and advertising teams of Weltwoche and Bilanz are also being brought together under Rubner. A few weeks ago, Christoph Waeber was appointed advertising manager for both
This also applies to French-speaking Switzerland, where the former Weltwoche regional sales manager Servais Micolot now offers the balance sheet in the portfolio. Internet activities, reader marketing and books are also each under
a joint management. In total, approximately one position has been cut, but there will be three more departures by October.
Rubner also does not rule out the possibility of further downsizing. She comments on rumors that the two advertising departments are to merge as follows: "I don't have that in mind at the moment, because I want to test the new structure first. It is the first time that two publishing houses are under one management," she says. However, the new organization is not set in stone. "It could also be that the unified advertising management doesn't work out."
Must get the balance sheet out of the trough: The new editor-in-chief René Lüchinger.
Online currentWith the publication of the September issue of Bilanz-
Internet platform has been updated. In future, it will be updated weekly. In addition to selected articles from the print edition, a press review, a newsletter and short weekly updates from the editorial team will also be available. Added Values will continue to be offered, but will remain reserved for Bilanz subscribers. The online share guide, on the other hand, will not be reactivated. (mk)
Markus Knöpfli
