"Jobs secured for many young people"
Bernhard Burgener on his six years at Radio Edelweiss
Bernhard Burgener on his six years at Radio EdelweissFor six years, you, Bernhard Burgener, and Alois Ehrat reorganized Radio Edelweiss. Now you have retired from the Board of Directors. Did you feel like the Moor, who has to leave after doing his duty? Bernhard Burgener: No. When we joined what was then Radio Raurach six years ago, we did so with the intention of selling our share at some point - but only when the station was in the black for the first time. Now this opportunity arose after we had already been approached by interested parties not only from the Basel region. However, we wanted the radio station to remain in Basel, which is why we took up the offer from the Basler Mediengruppe (BM).
BM was already a shareholder once - back then at Raurach, but got out when you joined. How did that come about?
Burgener: BM and other groups were heavily involved with the station at the time. When the radio station was facing bankruptcy for the third time, the then BM CEO Peter Sigrist asked us for help. BM had already helped out with money several times before, but didn't want to lean out the window any further.
What motivated you to spend six long years revamping this often ridiculed and almost bankrupt radio station?
Burgener (laughs): In the beginning, we just wanted to do a favor, but it turned out that the patient was in greater need of care. In the first restructuring plan, we still assumed that we could turn the station around within three to four years. However, we had underestimated the disappointment of listeners and customers: It took us three years just to regain their trust to some extent. But once I say yes to something, I don't just let it go. The same also applies to Alois Ehrat.
How did you proceed with the renovation?
Burgener: First we changed the concept and the name. Surveys showed that people listen to local radio 65% for the music and 35% for local news. We therefore concentrated on these two factors, which had a positive effect on the number of listeners. At the same time, we began to slowly raise the price per second, which was set too low, from six francs at the time to a good ten francs today, which required patience and strength. We also found a shareholder in Radio Nostalgie, which now belongs to the French NRJ Group, who, alongside Alois Ehrat and our Group, agreed to provide a third of the annual restructuring contributions.
These contributions have totaled CHF 1.15 million since 1996. Did you get your shares back through the sale price?
Burgener: We have agreed not to disclose the price. However, it was not based on the investment, but on the success achieved and the future. Overall, however, we received about as much as we had invested. However, the time we spent on the station was not paid for. But we are happy that we were able to secure a large number of jobs for many young people. Radio Edelweiss is a springboard for young journalists.
Isn't the budgeted turnover of CHF 2.83 million for 2002 too optimistic?
Burgener: Like other radios, Edelweiss is also experiencing a decline in advertising revenue. We will be around 10 to 12% below the budget figures. It won't hit us as hard as others because Edelweiss relies heavily on local advertising. We also had the costs under control. So there will be a small loss again this year, but now it's the turn of new forces who are striving for market leadership in the region. There will certainly be some changes.
Interview: Markus Knöpfli
BM was already a shareholder once - back then at Raurach, but got out when you joined. How did that come about?
Burgener: BM and other groups were heavily involved with the station at the time. When the radio station was facing bankruptcy for the third time, the then BM CEO Peter Sigrist asked us for help. BM had already helped out with money several times before, but didn't want to lean out the window any further.
What motivated you to spend six long years revamping this often ridiculed and almost bankrupt radio station?
Burgener (laughs): In the beginning, we just wanted to do a favor, but it turned out that the patient was in greater need of care. In the first restructuring plan, we still assumed that we could turn the station around within three to four years. However, we had underestimated the disappointment of listeners and customers: It took us three years just to regain their trust to some extent. But once I say yes to something, I don't just let it go. The same also applies to Alois Ehrat.
How did you proceed with the renovation?
Burgener: First we changed the concept and the name. Surveys showed that people listen to local radio 65% for the music and 35% for local news. We therefore concentrated on these two factors, which had a positive effect on the number of listeners. At the same time, we began to slowly raise the price per second, which was set too low, from six francs at the time to a good ten francs today, which required patience and strength. We also found a shareholder in Radio Nostalgie, which now belongs to the French NRJ Group, who, alongside Alois Ehrat and our Group, agreed to provide a third of the annual restructuring contributions.
These contributions have totaled CHF 1.15 million since 1996. Did you get your shares back through the sale price?
Burgener: We have agreed not to disclose the price. However, it was not based on the investment, but on the success achieved and the future. Overall, however, we received about as much as we had invested. However, the time we spent on the station was not paid for. But we are happy that we were able to secure a large number of jobs for many young people. Radio Edelweiss is a springboard for young journalists.
Isn't the budgeted turnover of CHF 2.83 million for 2002 too optimistic?
Burgener: Like other radios, Edelweiss is also experiencing a decline in advertising revenue. We will be around 10 to 12% below the budget figures. It won't hit us as hard as others because Edelweiss relies heavily on local advertising. We also had the costs under control. So there will be a small loss again this year, but now it's the turn of new forces who are striving for market leadership in the region. There will certainly be some changes.
Interview: Markus Knöpfli
