Last but not least: cheap on Sundays
When you think of reading the Sunday paper, images of leisurely leafing through it at a lavishly set breakfast table come to mind. At least, that’s what Swiss publishers would have us believe. The top executives at the German publishing house Axel Springer see things quite differently.
When we think of reading the press on Sundays, images of leisurely browsing at a richly laid breakfast table come to mind. At least that's what Swiss publishers would have us believe. The chief thinkers at the German publishing house Axel Springer are quite different. For them, Sunday should above all be cheaper and thinner. According to information from Horizont.net, the media group is planning a compact edition of the tabloid Bild am Sonntag. The reason for this is probably the continuing weak sales. The compact edition is also intended to secure its position in the face of low-priced competitors such as Hamburger Morgenpost. However, the obvious USP for the paper is to advertise on the basis of efficiency rather than price: One could cheekily copy from a Swiss Sunday title and come up with the following claim: "More time not to read".
