Tap news

Newspaper portals The competition among
According to the usage statistics, the advertising market for online newspapers is tough. Currently advertising
two of the Tamedia Group's news addresses went offline at the same time.
online portal of the Tages-Anzeiger at the same time as the publisher's internal
competition from 20min.ch launched a campaign. There is no
strategic calculation, assures advertising manager Dominique von Albertini.
The different implementations alone and the fact that
20 Minuten ran a campaign for its online portal back in 2005
shows that the approaches are different.

For the first time, the Tages-Anzeiger, integrated in the
umbrella brand strategy, its online product and its editorial team. With the
The aim is to communicate the latest, competent and detailed
increase the frequency of reporting. The fact that this accentuation
also strengthens the image of the print product is clear. That the implementation,
as JvM-CD Alexander Jaggy explains, generously and with a
reduced representation, too. In the four motifs
the advantages with criteria such as local and national proximity
additionally enriched. Creating a link to the location of the event
well-known buildings such as the Bundeshaus or the stock exchange. The assembled
leased line dramatizes the speed and reliability of the
News.

The only international motif, the Allianz Arena in Munich, recognizes the
the expansion potential of the Jung-von-Matt campaign. But whether it is still
There is still no word on whether there will be a second wave, says von Albertini. Meanwhile
surprises Euro RSCG with its witty low-budget campaign for
20min.ch. The online version of the commuter newspaper attracts readers with the
continuously updated lists on its Internet pages, which
were recently renewed and tidied up. In the current Olympic theme
for example, the lofty medal hopes of the
Swiss winter sports enthusiasts revised downwards.

Luca Aloisi