SMEs follow their own rules
Guest commentary The industry shows little enthusiasm for the Tages-Anzeiger splits, says Robert E. Gubler.
Guest commentary The industry shows little enthusiasm for the Tages-Anzeiger splits, says Robert E. Gubler. This may seem logical on the publisher's table and could, at best, inspire Tages-Anzeiger readers as an additional benefit: The regional supplementary newspapers inserted in the Tages-Anzeiger will not quickly lure SMEs out of the woodwork, either as advertisers or as readers. Experience in the district of Horgen shows that, after the initial weather glow, economic reality has just returned to local and regional advertising behavior. The split editions hardly offer any concrete added value to locally and regionally rooted commercial and service companies. On the other hand, the new competition has had a positive effect on traditional local newspapers. They have once again expanded their editorial services and have been able to maintain their position as an indispensable platform for information from and for associations, cultural and leisure organizations, communities and local businesses for the time being.
The SME also places its advertising message where indispensable information is summarized and available on a daily basis. It cannot afford not to be present in the local section, where friends, consumers, neighbors, newcomers, investors and authorities meet again in news, events, happenings and announcements.
However, if the business wanted to expand its business area to the entire region, it would have to reduce its presence in the traditional local or regional newspaper or increase its advertising budget. However, this would not effectively reach additional target groups. Retailers, particularly in the fashion or gastronomy sectors, who want to attract additional visitors beyond their regular clientele are somewhat of an exception. This is where the editorial environment is least in conflict with the intentions of these industry representatives.
The editorial concept of the split editions will play a not insignificant role for local advertisers in particular. Accidents, crimes and hyped-up scandals will hardly arouse a great desire to advertise in the SME segment or even lead to an increase in advertising budgets or the abandonment of visibility in the existing local newspaper. The opposite will be the case: SME bosses also decide with their hearts and not just according to readership and contact price figures.
Robert E. Gubler is President of the Zurich Cantonal Trade Association.
The SME also places its advertising message where indispensable information is summarized and available on a daily basis. It cannot afford not to be present in the local section, where friends, consumers, neighbors, newcomers, investors and authorities meet again in news, events, happenings and announcements.
However, if the business wanted to expand its business area to the entire region, it would have to reduce its presence in the traditional local or regional newspaper or increase its advertising budget. However, this would not effectively reach additional target groups. Retailers, particularly in the fashion or gastronomy sectors, who want to attract additional visitors beyond their regular clientele are somewhat of an exception. This is where the editorial environment is least in conflict with the intentions of these industry representatives.
The editorial concept of the split editions will play a not insignificant role for local advertisers in particular. Accidents, crimes and hyped-up scandals will hardly arouse a great desire to advertise in the SME segment or even lead to an increase in advertising budgets or the abandonment of visibility in the existing local newspaper. The opposite will be the case: SME bosses also decide with their hearts and not just according to readership and contact price figures.
Robert E. Gubler is President of the Zurich Cantonal Trade Association.
