Bluewin rebuilds portal

Bluewin, Switzerland's leading portal operator by far, must restructure its portal. Based on a market analysis, it is realigning its channels and online services to better meet the needs of end users and the interests of advertisers, according to a statement. New forms of advertising and better user-friendliness are to optimize commercialization. Savings are to be realized by cutting around 20 jobs.The reason for the restructuring is the earnings situation in the portal business, which continues to be below expectations. Concrete figures were not available, however. A spokeswoman answered the question of why Bluewin.ch was not booked more strongly by media planners despite a reach of over 50 percent: Online marketing has not developed as expected, and the Bluewin offering currently appeals to a target group that is too broad for advertisers' needs.
For this reason, the offerings of the former Woman channel and the newly designed Health channel, for example, are now being combined under Lifestyle. 55plus will no longer be continued. Instead, the computer channel will be expanded, and a new channel on cars and a platform on people and entertainment will be launched. New forms of advertising and microsites as channel sponsoring as well as commercial inserts in a range of newsletters are intended to help advertisers optimize their online media planning. Offers can be found at www.mediadaten.ch (mk).