New options for outgoing employees
Advertising Combo: New networks are reviewing the titles that were left behind during the switch from Swisspool to Metropool.
The titles that were left behind when Swisspool switched to Metropool are testing new partnerships From January 1, 2005, the new Metropool will link the Tages-Anzeiger with Berner Zeitung (BZ) and Basler Zeitung (BaZ). At the same time, the national advertising combination Swisspool will end, and the Neue Luzerner Zeitung (Neue LZ) and the St. Galler Tagblatt (SGT) will be virtually left behind. The new pool offers a circulation of 564,741 copies, almost 1.2 million readers and a combined discount of 13 percent. Negotiations are still underway regarding the addition of 24 Heures and Tribune de Genève in French-speaking Switzerland, and it is also unclear whether the Metropool will be supplemented in the magazine sector - if BaZ and BZ take over the Tages-Anzeiger magazine. For BZ publishing director Franziska von Weissenfluh, this matter is "not yet ready for decision", and Maili Wolf from Tages-Anzeiger is also cautious, but BaZ publisher Matthias Hagemann is talking about a contract being signed soon.
SGT and Neue LZ are not worried because of their own market position in their respective distribution areas. "We are open to new, intelligent combinations and talks are underway," says SGT Publishing Director Daniel Ehrat. Erwin Bachmann, CEO of Neue LZ, is also weighing up new options: A combination with SGT and Südostschweiz? Or with the NZZ, supplemented by Zurich local papers? "We shouldn't forget the Mittelland Zeitung either," he says.
Christoph Marty, Head of Advertising, is also sensing a breath of fresh air there, because the cheaper Metropool ties up less advertising money than the Swisspool. However, he doesn't see MLZ as a partner of a combination.
Rolf Bollmann from 20 Minuten also has a relaxed reaction. "The Metropool strategy is similar to ours, but although it only has 40 percent more readers than us, it is 100 percent more expensive",
he says.
Markus Knöpfli
SGT and Neue LZ are not worried because of their own market position in their respective distribution areas. "We are open to new, intelligent combinations and talks are underway," says SGT Publishing Director Daniel Ehrat. Erwin Bachmann, CEO of Neue LZ, is also weighing up new options: A combination with SGT and Südostschweiz? Or with the NZZ, supplemented by Zurich local papers? "We shouldn't forget the Mittelland Zeitung either," he says.
Christoph Marty, Head of Advertising, is also sensing a breath of fresh air there, because the cheaper Metropool ties up less advertising money than the Swisspool. However, he doesn't see MLZ as a partner of a combination.
Rolf Bollmann from 20 Minuten also has a relaxed reaction. "The Metropool strategy is similar to ours, but although it only has 40 percent more readers than us, it is 100 percent more expensive",
he says.
Markus Knöpfli
