Before the Sunday storm
The NZZ am Sonntag is launching with a significantly expanded network of sales outlets
NZZ am Sonntag launches with a massively expanded sales outlet networkBy Daniel Schifferle The final preparations for the launch of NZZ am Sonntag are in full swing. To ensure that the newspaper reaches the public smoothly, the distribution network has been massively expanded: Well over 1000 additional points of sale will be available at the launch.
The advertising posters are up, the communication machine is running at full speed. As one of the last links in the complex process of setting up the NZZ am Sonntag, distribution has been ramped up to the required level. This includes 500 new blue boxes, which have literally flooded German-speaking Switzerland in recent weeks and days. They fill the gaps in the distribution network where sales outlets are missing.
Together with the 200 or so normal boxes of the Werkstag edition, which will also dispense the NZZ am Sonntag on Sundays, this means that a total of over 700 newspaper vending machines will be available. But that's not all. There will also be a network of other alternative sales outlets, such as bakeries that are open on Sundays. According to Tobias Trevisan, Publishing Director of NZZ am Sonntag, around 1,300 addresses were evaluated for this purpose. "We select around half of these as additional sales outlets."
This selection was made together with Ringier subsidiary Mediamat, which is also responsible for the management of all NZZ am Sonntag newspaper boxes. Finally, the froth on the coffee is provided by a team of around 20 colporteurs. They will personally ensure that the new newspaper reaches readers at pedestrian locations in the larger cities. According to Trevisan, between 220000 and 230000 copies of the first issue will be printed. However, over 156,000 of these will go to NZZ subscribers.
Trevisan is convinced that the launch of the Sunday edition will not be a nail-biter. "We have everything under control." However, the competition is not likely to be entirely without trepidation. The SonntagsZeitung (SoZ) is bracing itself for losses. "Revenues from the reader market will shrink, that's clear to everyone," says SoZ publishing director Sandra Geiger. As far as advertising bookings are concerned, however, the signs are not pointing to a storm. With the exception of the Easter edition on March 31, the planned figures will be achieved.
Definitive effects only visible next year
However, the fact that ad bookings are generally weak in March has nothing to do with either the new Sonntagsblatt or the Sunday market itself. "March is not the strongest month for the other titles either," says Geiger. No information on the development of ad bookings was available from SonntagsBlick.
However, it would be premature to speak of definitive effects on the reader and advertiser market at this stage anyway. A lot of time will pass before these become visible. "Only when the introductory discounts are over and the recipients of the NZZ am Sonntag have to pay something for their copy will we really see what happens," Geiger points out. This will not be the case until the beginning of next year at the earliest.
The NZZ am Sonntag is certainly in a comfortable position when it comes to advertising bookings. According to Trevisan, the first four or five issues are booked up. But that's not surprising. All the hype, the novelty value, the additional attention, the price advantage - a wealth of arguments in favor of bookings in the NZZ am Sonntag.
The advertising posters are up, the communication machine is running at full speed. As one of the last links in the complex process of setting up the NZZ am Sonntag, distribution has been ramped up to the required level. This includes 500 new blue boxes, which have literally flooded German-speaking Switzerland in recent weeks and days. They fill the gaps in the distribution network where sales outlets are missing.
Together with the 200 or so normal boxes of the Werkstag edition, which will also dispense the NZZ am Sonntag on Sundays, this means that a total of over 700 newspaper vending machines will be available. But that's not all. There will also be a network of other alternative sales outlets, such as bakeries that are open on Sundays. According to Tobias Trevisan, Publishing Director of NZZ am Sonntag, around 1,300 addresses were evaluated for this purpose. "We select around half of these as additional sales outlets."
This selection was made together with Ringier subsidiary Mediamat, which is also responsible for the management of all NZZ am Sonntag newspaper boxes. Finally, the froth on the coffee is provided by a team of around 20 colporteurs. They will personally ensure that the new newspaper reaches readers at pedestrian locations in the larger cities. According to Trevisan, between 220000 and 230000 copies of the first issue will be printed. However, over 156,000 of these will go to NZZ subscribers.
Trevisan is convinced that the launch of the Sunday edition will not be a nail-biter. "We have everything under control." However, the competition is not likely to be entirely without trepidation. The SonntagsZeitung (SoZ) is bracing itself for losses. "Revenues from the reader market will shrink, that's clear to everyone," says SoZ publishing director Sandra Geiger. As far as advertising bookings are concerned, however, the signs are not pointing to a storm. With the exception of the Easter edition on March 31, the planned figures will be achieved.
Definitive effects only visible next year
However, the fact that ad bookings are generally weak in March has nothing to do with either the new Sonntagsblatt or the Sunday market itself. "March is not the strongest month for the other titles either," says Geiger. No information on the development of ad bookings was available from SonntagsBlick.
However, it would be premature to speak of definitive effects on the reader and advertiser market at this stage anyway. A lot of time will pass before these become visible. "Only when the introductory discounts are over and the recipients of the NZZ am Sonntag have to pay something for their copy will we really see what happens," Geiger points out. This will not be the case until the beginning of next year at the earliest.
The NZZ am Sonntag is certainly in a comfortable position when it comes to advertising bookings. According to Trevisan, the first four or five issues are booked up. But that's not surprising. All the hype, the novelty value, the additional attention, the price advantage - a wealth of arguments in favor of bookings in the NZZ am Sonntag.
