Kept small
Publicom: St.Galler Tagblatt Systematically Excludes Top Media Outlets
Publicom: St.Galler Tagblatt systematically marginalizes top mediaBy Markus Knöpfli St.Galler Tagblatt Medien AG uses its market power to keep Radio and Tele Top down. This is shown by a Publicom study. According to the study, the top media are often editorially excluded and disadvantaged by the St.Galler Tagblatt (SGT). In addition, Radio Aktuell and Tele Ostschweiz generate disproportionate advertising pressure thanks to cross-media.
The authors of the new Publicom study (see box) state that "journalistic competition requires recipients to be able to perceive a new offering", but criticize the fact that this is not the case in the St.Gallen area. The reason: St.Galler Tagblatt Medien AG, the Eastern Swiss multimedia company belonging to the NZZ Group, is making full use of its market power and systematically trying to reduce or prevent the perception of the top media. Overall, SGT is thus hindering the journalistic competition desired by the authorities.
In an analysis of the SGT, the study identified three obstruction strategies of the Tagblatt Group. Firstly, the SGT reported three times more frequently and mostly in larger articles on its own electronic media Radio Aktuell and Tele Ostschweiz (TVO) than on radio and Tele Top. A current example: Even the launch of Radio Top in St.Gallen on November 26, 2001, an event that should have been reported according to journalistic criteria, was not mentioned. Although Radio and Tele Top were not simply maligned, they were "subtly treated worse", according to the study. In the case of TVO, the SGT editorial team also "clearly put itself at the service of station marketing".
The study identified a "massive preference for own stations" in the SGT program listings: In the period examined, 265 references were found for TVO, 109 for Radio Aktuell, one for Radio Top and none for Tele Top. However, this could not be justified by journalistic criteria or viewer favorability, but "solely by entrepreneurial considerations", write the authors. "The exclusion of an important competitor is obviously intended to rule out undesirable advertising effects." What is not mentioned in the study: The SGT probably grants TVO, but not Tele Top, a daily program column. There is one for Radio Top, but it is half the size of that of Radio Aktuell.
SGT denies obstruction of Tele and Radio Top
The study speaks of a "clear distortion of competition" with regard to the advertising pressure of Radio Aktuell and TVO via the SGT. The total value of the advertisements placed by both media in the period examined was estimated at CHF 900,000 gross and CHF 1.67 million with the program references. Only Migros and Coop advertised for more money in the Tagblatt. The value of the advertisements for TVO even exceeded its advertising income in the period in question.
The study emphasizes that it makes little sense to use the concessions to enable journalistic competition that cannot develop. It must be expected that dominant media houses will put their editorial offices at the service of media marketing. In future, new providers should therefore be granted a temporary increase in their marketing budget during the start-up phase. In addition, independent broadcasters should be given preference when it comes to licensing and the distribution of fee money.
Hanspeter Klauser, Managing Director of the Tagblatt Group, emphasized that he had not yet seen the study. However, it shows that top boss Günter Heuberger is trying to malign SGT through all possible channels. "It's a shame that he's not fighting with us over content." He said that advertising for the company's own media was not a hindrance to competition. And he does not interfere in editorial matters in any way.
2073 Program notes analyzed
The authors of the new Publicom study (see box) state that "journalistic competition requires recipients to be able to perceive a new offering", but criticize the fact that this is not the case in the St.Gallen area. The reason: St.Galler Tagblatt Medien AG, the Eastern Swiss multimedia company belonging to the NZZ Group, is making full use of its market power and systematically trying to reduce or prevent the perception of the top media. Overall, SGT is thus hindering the journalistic competition desired by the authorities.
In an analysis of the SGT, the study identified three obstruction strategies of the Tagblatt Group. Firstly, the SGT reported three times more frequently and mostly in larger articles on its own electronic media Radio Aktuell and Tele Ostschweiz (TVO) than on radio and Tele Top. A current example: Even the launch of Radio Top in St.Gallen on November 26, 2001, an event that should have been reported according to journalistic criteria, was not mentioned. Although Radio and Tele Top were not simply maligned, they were "subtly treated worse", according to the study. In the case of TVO, the SGT editorial team also "clearly put itself at the service of station marketing".
The study identified a "massive preference for own stations" in the SGT program listings: In the period examined, 265 references were found for TVO, 109 for Radio Aktuell, one for Radio Top and none for Tele Top. However, this could not be justified by journalistic criteria or viewer favorability, but "solely by entrepreneurial considerations", write the authors. "The exclusion of an important competitor is obviously intended to rule out undesirable advertising effects." What is not mentioned in the study: The SGT probably grants TVO, but not Tele Top, a daily program column. There is one for Radio Top, but it is half the size of that of Radio Aktuell.
SGT denies obstruction of Tele and Radio Top
The study speaks of a "clear distortion of competition" with regard to the advertising pressure of Radio Aktuell and TVO via the SGT. The total value of the advertisements placed by both media in the period examined was estimated at CHF 900,000 gross and CHF 1.67 million with the program references. Only Migros and Coop advertised for more money in the Tagblatt. The value of the advertisements for TVO even exceeded its advertising income in the period in question.
The study emphasizes that it makes little sense to use the concessions to enable journalistic competition that cannot develop. It must be expected that dominant media houses will put their editorial offices at the service of media marketing. In future, new providers should therefore be granted a temporary increase in their marketing budget during the start-up phase. In addition, independent broadcasters should be given preference when it comes to licensing and the distribution of fee money.
Hanspeter Klauser, Managing Director of the Tagblatt Group, emphasized that he had not yet seen the study. However, it shows that top boss Günter Heuberger is trying to malign SGT through all possible channels. "It's a shame that he's not fighting with us over content." He said that advertising for the company's own media was not a hindrance to competition. And he does not interfere in editorial matters in any way.
2073 Program notes analyzed
The title of the study is "Competitive conditions in areas with dominant multimedia providers - the example of the St. Gallen radio and TV market". On behalf of Radio Top, Publicom analyzed 309 editorial SGT articles (including split editions) and 2073 program listings published between October 1, 2000 and September 20, 2001. During the same period, Publicom commissioned Mediafocus to determine the gross value of all Radio Aktuell and Tele Ostschweiz advertisements published in the SGT and the Wiler Zeitung split editions. No analysis of other Tagblatt media was carried out. However, additional expert discussions were held with St. Gallen politicians, Professor Roger Blum from the University of Bern, Bakom Deputy Director Martin Dumermuth and SGT Editor-in-Chief Gottfried F. Höpli. The author of the study is René Grossenbacher (head).
