Thinner!

We remember: three and a half years ago, the Tages-Anzeiger proclaimed its strategic credo that the Tagi had to grow in its core area, the Zurich suburbs. Previously, the paper had failed to become a large-circulation national daily newspaper. The strategists at Werdstrasse then set up a costly network of regional editorial offices in an attempt to steal subscribers and advertisers from the traditional regional titles. Two years of Tagi local journalism later, the desired effect has not (yet) materialized. The Tagi has lost a lot of its reach, and even the large circulation has not been able to bring the Zurich regional newspapers to their knees. And the split editorial teams are still unable to make the competition sweat with closing times that are far too early, two important Tagi splits are missing in the Limmat valley and in Winterthur and the large circulation is by no means distributed nationwide. The strategy is designed for five to ten years, is the mantra at Werdstrasse. The Tagi is stuck in a dead end - time to adapt the flagship to the signs of the times and to overhaul it courageously - thinner! - to overhaul it.