CEO Christian Unger on Ringier's strategy

In Switzerland, Ringier is developing three mainstays: first, the core print business; second, entertainment with Radio Energy, ticket sales and concert events; and third, the Internet. Here, the focus is on transaction-oriented business, says CEO Unger. The company is realigning itself in all areas.

The clearest correction had occurred at Blick. The paper had underperformed in recent years due to many home-made problems. Blick has already been positioned more strongly in the tabloids, but it will be further charged with content. "Blick is not quite where I want it to be yet."

Unger was happy about Radio Energy's rescue. He said the station is a building block in the entertainment strategy and plays an important role in covering the value chain in the media business. "That's quite important when we look at the compound effect from print to radio, to events and to ticket sales. We want to market stars."

Independence despite marketing

However, Unger does not see the independence of Ringier's media endangered by the group's marketing interests and adds the following example: If Blick would no longer present a doped athlete as such because he was marketed by Ringier, then the other media would jump on it. This would punish the Ringier journalists and weaken the title. "Our editorial teams are strong enough to recognize that they would have to address this out of their own self-interest."

Unger still sees print as the basic business in Switzerland. "Without it, a big building block in the whole chain would be missing." For further expansion, however, Media Swiss, with which the company handles the traditional classified advertising markets, is of paramount importance, he said. Media Swiss, he says, is one of the most profitable companies, especially the Autoscout division.

Online business highly profitable in some cases

The share of Ringier's digital business in Switzerland is currently over 20 percent. And in two years, Unger would like to achieve a share of over 30 percent. The Group is pursuing two different strategies when it comes to online: For publishing-related online activities, it's all about size, about traffic. However, services such as tickets or real estate bring profits, Unger continues. Besides Autoscout, Geschenkidee.ch, for example, is also highly profitable.

The CEO also commented on SRG's digital offensive: "I would let SRG run its course." There should be no premature intervention. The consumer must decide. If they are dissatisfied with the new offering, this must lead to a change in the fees. 

Interview from the Werbewoche print edition with Christian Unger: "Traffic must have more quality".

Ringier appoints Christian Unger as new Group CEO

(Photo: Keystone)