Balance sheet wants to be an aircraft carrier and lighthouse
The business magazine is celebrating its 25th anniversary and plans to relaunch in March
The business magazine is 25 years old and is planning a relaunch in MarchWhen editor-in-chief Medard Meier explains the Bilanz concept, he compares the flagship of Wirtschafts-Medien AG to an aircraft carrier from which various planes (or special issues) take off. This year alone, Bilanz has launched 20 specials and five books in addition to its monthly magazine. Some of these, such as the recently published luxury lifestyle special, are available separately at newsstands. The anniversary issue, on sale from October 29, can only be purchased together with the regular November issue. On the other hand, Manager-Bilanz, for example, is only available to subscribers. However, the Bilanz highlight is and remains the main issue number 12 - with the rating of the 300 richest Swiss. On
The newsstand sells around 30,000 copies, double the usual newsstand circulation.
The special editions must be financially self-supporting. This is ensured by advertisements, but sometimes also by sponsors (Manager-Bilanz). Elke Zappe, Managing Director of WM AG, no longer tolerates a loss-making special.
For example, the car balance sheet was discontinued - the competition from car show supplements is too great. The SME balance sheet has also been stopped. According to Zappe, a new concept is in the drawer, but they are still waiting "for the right time". However, there is no lack of actual new attempts: a wine special will be published for the first time in December, and further special editions on lifestyle topics are being considered.
Only "slightly shaken"
Balance sheet reader confidence
Part of the Bilanz concept is also the "Bilanz Business Talk", which can be seen seven times a year on Presse-TV. There have been various expansion plans in recent years, including a daily program. However, these are currently on hold. However, Zappe wants to increase the reach, which is between 2.5 and 7%, to a constant 7% by the end of 2004.
In business terms, the balance sheet is not an ocean liner, but a ship on the Rhine. "WM AG is an SME," says Zappe: 38 permanent employees turned over around 21 million francs in the 01/02 financial year, a good two million of which came from sponsors. The return amounted to around 10%.
According to Zappe, the current short year will be even more successful. Next year, however, the figures should remain in the black overall according to the budget, but it is already foreseeable that Bilanz, like other business publications, will lose reader confidence. Although Zappe speaks of "only slightly shaken confidence" in the case of Bilanz, its circulation has already reached its lowest level (55,733 copies) since 1993 - the year in which it swallowed up Politik&Wirtschaft magazine. And according to Zappe, circulation will continue to fall.
At the same time, readers are also likely to drop out, as a total of 21,000 readers have already put the Bilanz aside in the last two years. This is not (yet) dramatic, because with 440000 readers, the magazine is around a third better off than Cash or NZZ. And of the leaders, the magazine reaches 42%.
However, Zappe is determined to navigate her ship back towards the magic number of 60,000 in terms of circulation. To this end, the aircraft carrier is to be overhauled with a relaunch in March. Focus groups led by former Tamedia manager Kurt W. Zimmermann are currently analyzing the situation. Publitest market research is also being consulted.
It remains to be seen what conceptual or even journalistic changes will be made. However, Captain Zappe wants Bilanz to make greater use of the advantage of longer research times and return to its "lighthouse function". In addition to renovating the hull of the ship, this will probably require the crew to refresh their knowledge and build a strong tower foundation with solid craftsmanship. Markus Knöpfli
The newsstand sells around 30,000 copies, double the usual newsstand circulation.
The special editions must be financially self-supporting. This is ensured by advertisements, but sometimes also by sponsors (Manager-Bilanz). Elke Zappe, Managing Director of WM AG, no longer tolerates a loss-making special.
For example, the car balance sheet was discontinued - the competition from car show supplements is too great. The SME balance sheet has also been stopped. According to Zappe, a new concept is in the drawer, but they are still waiting "for the right time". However, there is no lack of actual new attempts: a wine special will be published for the first time in December, and further special editions on lifestyle topics are being considered.
Only "slightly shaken"
Balance sheet reader confidence
Part of the Bilanz concept is also the "Bilanz Business Talk", which can be seen seven times a year on Presse-TV. There have been various expansion plans in recent years, including a daily program. However, these are currently on hold. However, Zappe wants to increase the reach, which is between 2.5 and 7%, to a constant 7% by the end of 2004.
In business terms, the balance sheet is not an ocean liner, but a ship on the Rhine. "WM AG is an SME," says Zappe: 38 permanent employees turned over around 21 million francs in the 01/02 financial year, a good two million of which came from sponsors. The return amounted to around 10%.
According to Zappe, the current short year will be even more successful. Next year, however, the figures should remain in the black overall according to the budget, but it is already foreseeable that Bilanz, like other business publications, will lose reader confidence. Although Zappe speaks of "only slightly shaken confidence" in the case of Bilanz, its circulation has already reached its lowest level (55,733 copies) since 1993 - the year in which it swallowed up Politik&Wirtschaft magazine. And according to Zappe, circulation will continue to fall.
At the same time, readers are also likely to drop out, as a total of 21,000 readers have already put the Bilanz aside in the last two years. This is not (yet) dramatic, because with 440000 readers, the magazine is around a third better off than Cash or NZZ. And of the leaders, the magazine reaches 42%.
However, Zappe is determined to navigate her ship back towards the magic number of 60,000 in terms of circulation. To this end, the aircraft carrier is to be overhauled with a relaunch in March. Focus groups led by former Tamedia manager Kurt W. Zimmermann are currently analyzing the situation. Publitest market research is also being consulted.
It remains to be seen what conceptual or even journalistic changes will be made. However, Captain Zappe wants Bilanz to make greater use of the advantage of longer research times and return to its "lighthouse function". In addition to renovating the hull of the ship, this will probably require the crew to refresh their knowledge and build a strong tower foundation with solid craftsmanship. Markus Knöpfli
