Price discount to the third
Anzeigenmarkt Print Online has once again lowered its prices for digital ad submission as of the beginning of the year.
Advertising Market Print Online has lowered its prices for digital ad delivery once again as of the beginning of the year. Up to now, it did not matter whether Print Online (PO) transmitted large or small ads: publishers always had to pay the same amount per order. At the beginning of this year, PO has now reduced the price per transmission order from 11 to 10 francs (-9.1 %) for advertisements that are smaller than a quarter of a page (for large publishers who pay PO an annual connection fee of 15,000 francs). If it is an advertisement of the smaller category, the order still costs 6 francs, which even corresponds to a rate reduction of 54.5 percent. For small and medium-sized publishers without a connection fee, the price per order drops from currently 36 to 30 francs (-16.6 %). For a quarter ad, these publishers will still pay 18 francs (-50 %). One rate, on the other hand, remains untouched: In any case, a transmission costs two francs per megabyte of data.PO has thus lowered its prices per job for the third time in a row. The major publishers now pay at least 33 percent less than in 2000, depending on the size of the ad, and the smaller publishers even pay at least 50 percent less.
Previously, PO CEO Kurt Obrist had justified the lower tariffs with the rising volume. But not this time, because PO also
felt the effects of the decline in advertising: in 2002, 92737 ads were processed via the digital intermediary, 1446 fewer than in 2001. "That is slightly less, but overall we have gained market share," says Obrist. In addition, PO wants to offer an industry solution and is not profit-oriented. Ringier, NZZ, Tamedia and Publicitas each have a 25 percent stake in PO.
The Association of Swiss Free Newspapers (VSGZ) is also satisfied with the price reduction. "The fact that PO has now introduced two size categories meets our wishes," says VSGZ Managing Director Hannes Zaugg. At the beginning, VSGZ had criticized PO's tariff policy as too expensive and discriminatory for small publishers, and therefore filed a complaint (in vain) with the Competition Commission. It had also worked out a cheaper alternative project together with Adlink. But the PO tariff cuts at the beginning of 2002 already took the wind out of the VSGZ project's sails. "We achieved what we wanted in several steps. Now the matter is settled and our project is off the table," explains Zaugg.
Markus Knöpfli
Previously, PO CEO Kurt Obrist had justified the lower tariffs with the rising volume. But not this time, because PO also
felt the effects of the decline in advertising: in 2002, 92737 ads were processed via the digital intermediary, 1446 fewer than in 2001. "That is slightly less, but overall we have gained market share," says Obrist. In addition, PO wants to offer an industry solution and is not profit-oriented. Ringier, NZZ, Tamedia and Publicitas each have a 25 percent stake in PO.
The Association of Swiss Free Newspapers (VSGZ) is also satisfied with the price reduction. "The fact that PO has now introduced two size categories meets our wishes," says VSGZ Managing Director Hannes Zaugg. At the beginning, VSGZ had criticized PO's tariff policy as too expensive and discriminatory for small publishers, and therefore filed a complaint (in vain) with the Competition Commission. It had also worked out a cheaper alternative project together with Adlink. But the PO tariff cuts at the beginning of 2002 already took the wind out of the VSGZ project's sails. "We achieved what we wanted in several steps. Now the matter is settled and our project is off the table," explains Zaugg.
Markus Knöpfli
