New round of poker in the Sunday market

SonntagsZeitung and Tages-Anzeiger launch Full House ad combinationSonntagsZeitung and Tages-Anzeiger respond to the more competitive situation in the Sunday market with an innovative ad combination. The offer, with the resonant name Full House, is not only unusual because it is the first time that titles from Tamedia have been combined into one (commercial) advertising combination. The booking options offered are also unusual. The Tages-Anzeiger combination partner can be booked for not just one, but three editions: either the Friday, Saturday or Monday editions.There are no models of this kind for a three-day model in Switzerland. Its philosophy is explained by Hans Jürg Klöti, Director Advertising Market Tamedia, as follows: "Placements in the Friday or Saturday edition of the Tages-Anzeiger are an excellent opportunity for advertisers to strengthen their presence at the weekend. On the other hand, bookings in the Monday edition can be a valuable part of a forward strategy into the following week. This would be interesting for the major retailer Coop, for example, which always has a promotion day on Tuesday."
The offer, which can be booked from May, applies to ad bookings of at least half a page in size. The price reduction is 10 percent. Full House positions itself as the "most favorable rate for reach in print. Only the SonntagsBlick/Blick combination (see table) is cheaper.
According to Klöti, the aim of the new advertising combination is to "absorb at least part of the advertising loss caused by the NZZ am Sonntag". Tamedia had already budgeted an advertising loss of around 10 percent for SoZ from April this year last fall. "But trying to compensate for the entire expected loss would probably be too ambitious," says Klöti. The advertising deadline for Full House is the preceding Wednesday at 2 p.m. Daniel Schifferle