Less Migros advertising in regional newspapers
Migros is pursuing a new national advertising strategy: it is withdrawing part of its advertising budget from regional newspapers and transferring it to commuter and tabloid newspapers and the Internet. This decision is hitting the regional newspapers hard.
Migros has adapted its advertising strategy to people's behavior, Migros spokeswoman Monika Weibel told news agency SDA on Friday. She thus confirmed a report by the journalistic Internet platform La Méduse. More and more people are reading commuter newspapers, and many now get their information via the Internet, she said, explaining the decision.
In concrete terms, this means that the money previously reserved for the so-called preiskracher ads will now flow to the commuter newspapers 20 Minuten and 20 minutes, to the tabloids Blick and Matin, and to the websites of the daily newspapers. According to Weibel, this realignment will not result in any savings. "The advertising budget remains the same."
"The regional newspapers continue to be important for us," Weibel continued. For example, the Megafrisch ads would continue to be published once a week. And the individual cooperatives are free to continue advertising in "their" regional newspapers.
Migros' new advertising strategy is currently being implemented. It applies to German-speaking and French-speaking Switzerland. Italian-speaking Switzerland is not affected. Weibel explains that, according to the latest surveys, the Internet is not yet as widespread in Ticino as in the rest of Switzerland. And in the future, the Orange giant also wants to distribute its advertising messages increasingly via cell phones. The Migros spokeswoman said that they are in the process of developing a corresponding concept.
Migros' new strategy is hitting regional newspapers hard. Louis Ruffieux, editor-in-chief of the Fribourg daily La Liberté, regrets the decision: "Migros is an important advertiser for the regional newspapers. I remember times when four advertising pages were still common." (SDA)
