"There is a lack of clear affinity"
Christof Kaufmann, managing director of OMD Media, appreciates the low advertising rates in Coop publications, but not their diffuse readership.
Christof Kaufmann, Managing Director of OMD Media, appreciates the low advertising prices of the Coop titles, but not their diffuse readership.WW Mr. Kaufmann, what does the marked increase in the proportion of young and male readers in the Coop press audience mean? Christof Kaufmann The great popularity of the young target groups is also due to the success of 20 Minuten - this experience whets the appetite for something similar and means that many young people also take a look at the Coop newspaper. Nevertheless, I am very curious to see whether or not the figures from Mach Basic will be confirmed in the fall.
What are the ingredients for the success of the Coop newspaper? The newspaper is very close to the target group - both in terms of the selection of reading material and in terms of service. But what I also noticed after studying a few issues is that the customer newspaper has no bite. Opinions are mostly served up without counter-opinions - there is no polarization whatsoever.
Looks like this is the philosopher's stone to exclude as few potential readers as possible.
Sure, you can clearly drive wider this way.
Will the Coop press become more interesting for you to advertise in due to the readership figures? No. Precisely because of the very broad target audience. Because there are no clear affinities. When we develop a media strategy, we define our target groups very narrowly and we check which media we find concentrated in the segment we are looking for. It is clear that the Coop press, with its diffuse readership, cannot offer this.
But wouldn't the rather low advertising rates at least be a reason to choose the Coop Press as an advertising platform anyway? The price/reach ratio is basically attractive. However, if I am looking for a narrowly defined target group, for example 30 to 39-year-olds, then the Coop newspaper quickly becomes very expensive. But this is generally the case with titles with a very broad readership. Another negative effect on its status as an advertising platform is the fact that the Coopzeitung is a free paper - and this naturally results in much lower reader loyalty than with a paid-for title.
Coop titles have low advertising rates, but unclear readership profiles.
What are the ingredients for the success of the Coop newspaper? The newspaper is very close to the target group - both in terms of the selection of reading material and in terms of service. But what I also noticed after studying a few issues is that the customer newspaper has no bite. Opinions are mostly served up without counter-opinions - there is no polarization whatsoever.
Looks like this is the philosopher's stone to exclude as few potential readers as possible.
Sure, you can clearly drive wider this way.
Will the Coop press become more interesting for you to advertise in due to the readership figures? No. Precisely because of the very broad target audience. Because there are no clear affinities. When we develop a media strategy, we define our target groups very narrowly and we check which media we find concentrated in the segment we are looking for. It is clear that the Coop press, with its diffuse readership, cannot offer this.
But wouldn't the rather low advertising rates at least be a reason to choose the Coop Press as an advertising platform anyway? The price/reach ratio is basically attractive. However, if I am looking for a narrowly defined target group, for example 30 to 39-year-olds, then the Coop newspaper quickly becomes very expensive. But this is generally the case with titles with a very broad readership. Another negative effect on its status as an advertising platform is the fact that the Coopzeitung is a free paper - and this naturally results in much lower reader loyalty than with a paid-for title.
Coop titles have low advertising rates, but unclear readership profiles.
Interview: Daniel Schifferle
