Combat zone kiosk display
Kiosk AG Study: No Disadvantages from Commuter Newspapers
Kiosk AG study: No disadvantages from commuter newspapersThe free commuter newspapers at the kiosks did not cause any disadvantages for Kiosk AG; customer visits even increased. This was the result of a study by Kiosk AG. Nevertheless, it has banned 20 Minuten from its kiosks (WW 09/02). The documents of Kiosk AG, which is part of the Valora Group, show that there were no advantages: In the first year of their existence, the two free newspapers caused the press wholesaler to lose CHF 4.4 million in sales. Kiosk AG has not yet been able to make up for this loss. Even the 13-month distribution of 20 Minuten and, initially, Metropol to 200 selected kiosks only kept sales stable at a lower level.
However, according to its own study, Kiosk AG did not suffer any further disadvantages as a result of the experiment, not even in the sale of print titles. According to the study, whether free newspapers were available at a kiosk or whether they were offered near colporteurs or boxes had "no negative impact" on the sale of magazines and newspapers at kiosks. On the contrary: "The distribution of commuter newspapers at the POS increases customer footfall and generates joint purchases." 31 percent of people who bought 20 Minuten at the kiosk also bought a newspaper and 8 percent bought a magazine.
Valora spokeswoman Stefania Misteli qualifies the study's statement: it is clear that there were tie-in purchases, she says. But whether these were "generated" by 20 Minuten or whether they would have been made anyway is unclear, despite interviews.
20 Minuten will remain banned from kiosks for the time being - "for economic reasons", says Misteli. "Space at the kiosk is a rare commodity that can be better used for other products." The documents state what these are: free brochures and catalogs, but not commuter newspapers and other papers "that compete with titles that are sold". Excuse me? This statement, which contradicts the study, suggests an attempt at printing. Misteli waves it away: the surprising decision was not based on any pressure on Kiosk AG, not even from Ringier. Markus Knöpfli
However, according to its own study, Kiosk AG did not suffer any further disadvantages as a result of the experiment, not even in the sale of print titles. According to the study, whether free newspapers were available at a kiosk or whether they were offered near colporteurs or boxes had "no negative impact" on the sale of magazines and newspapers at kiosks. On the contrary: "The distribution of commuter newspapers at the POS increases customer footfall and generates joint purchases." 31 percent of people who bought 20 Minuten at the kiosk also bought a newspaper and 8 percent bought a magazine.
Valora spokeswoman Stefania Misteli qualifies the study's statement: it is clear that there were tie-in purchases, she says. But whether these were "generated" by 20 Minuten or whether they would have been made anyway is unclear, despite interviews.
20 Minuten will remain banned from kiosks for the time being - "for economic reasons", says Misteli. "Space at the kiosk is a rare commodity that can be better used for other products." The documents state what these are: free brochures and catalogs, but not commuter newspapers and other papers "that compete with titles that are sold". Excuse me? This statement, which contradicts the study, suggests an attempt at printing. Misteli waves it away: the surprising decision was not based on any pressure on Kiosk AG, not even from Ringier. Markus Knöpfli
