"Exited in a panic, but without damage to image".
Advertising and media professionals on the sale of Jean Frey AG to Ringier
Advertisers and media experts on the sale of Jean Frey AG to RingierWhat opportunities and risks is Ringier, Switzerland's largest media group, taking with the purchase of Jean Frey AG? How is the image of the Basler Mediengruppe (BM) suffering as a result of its self-imposed withdrawal from its home market in north-western Switzerland? WerbeWoche asked advertisers, media and publishing specialists to comment on the Swiss media deal of the decade. Conclusion: The withdrawal does not damage BM's image.What interests me as an advertiser and reader are the titles - in this case those of particular quality. There are many magazines, but only one Beobachter, many business publications, but only one Bilanz, many weeklies, but only one Weltwoche. I hope and am counting on this weekly in particular, as well as the other papers, to have a secure future. They are not interchangeable journalistic giants of rare independence.
Long-term family strategies in the Swiss media business pay off. When Ringier withdrew from the regional newspaper business (Bund, Luzerner Neueste Nachrichten) in the 1990s, this was seen as a weakness. In fact, the forces and resources were released that - step by step - made Ringier the most important national and international media group in the country.
After building up and expanding its international and television business, Ringier took over the somewhat shaky Jean Frey AG at the most opportune moment.
After all, the two companies were closely linked in the 1970s. Jean Frey AG owned 51 percent of Weltwoche, while Ringier held 49 percent. The situation was reversed at Blick. Now that Ringier, after a few ups and downs, has been able to settle the succession within the family, unlike Jean Frey, it makes sense that the company with the family's own strategy capacity has taken over Weltwoche and other important publications, i.e. Jean Frey.
The same can be said of the Basler Mediengruppe.
Since the family has been in charge again, the aim is not to be a weakening national media group, but a strong, diverse media company in north-western Switzerland. In other words, when things got tight - in the 1990s for Ringier, at the beginning of 2000 for the Basel media group - it was not external managers but competent family members who set the right course in both companies.
At first glance, the deal makes a lot of sense to me. Ringier had been looking for a way to gain a foothold in the upper reader segment for some time. This would have been extremely difficult with new, own titles (credibility). However, the titles of Jean Frey AG are ideal for this. They are established brands, and Ringier undoubtedly has the best opportunities to integrate these brands into the existing structures in a meaningful way.
In my opinion, the Basel media group does not have to accept any loss of image. If the relaunch of Weltwoche had failed, it would probably have been a loss of image. It was also clear to me that the Basler Mediengruppe did not have the financial potential for this costly relaunch - in stark contrast to Ringier. The danger for Ringier is, of course, that the costs of the Weltwoche relaunch could be underestimated. I think the relaunch is certainly necessary - but this project needs time. I hope that the framework conditions are now such that Weltwoche will be given this time.
As a result of the Christmas purchase, Ringier is making gains, especially intellectually: Beobachter is doing well alongside Schweizer Illustrierte and Glückspost, and Weltwoche alongside Blick and SoBli. We can only hope that not too many people now want to make a name for themselves by rescuing them and that their independence is maintained. With the sale, the Basel media group is admitting that it is a pure Basel media group and must leave the expensive national patch to the "Zyrcher Präss". No reason to gloat, but certainly a subject for the next Basel carnival.
Oops, what will the Weltwoche crew do now after this full stop? What else is going to happen in the industry? The intended deal has brought or will bring something for everyone. Less boredom for the media industry over the festive period. Ringier two and a half more nice titles. The BaZ Group liquid assets and the capacity to finally give BaZ a good boost. And two interesting guests for Frank A. Meyer's TV talk show (hopefully soon!): Köppel and Angst. I for one would love to watch the show.
This deal was really only about Weltwoche.
With the purchase of Switzerland's most imaginary title, Ringier has given itself the highest "publisher's consecration". Michael Ringier has raised very high expectations with his self-defined journalistic quality standards and will also finance them. For Roger Köppel and his team, this is the ultimate opportunity to take Weltwoche into new journalistic spheres. The other titles will certainly bring Ringier some "coordination problems" in the reader market (Cash/Bilanz, TR7/Tele) or in the advertising market (Schweizer Illustrierte/Beobachter/Glückspost). However, these are all challenges that the Ringier publishing professionals will easily overcome in the Weltwoche euphoria.
The advertising clients have to live with another media giant, but they are already used to this from other media types (billboard, TV). The Basel-based media group may have exited the Swiss adventure in a panic this black autumn, but without damaging its image, but in a few years' time it will certainly be rubbing its eyes and regretting the excessively low sale price. Michael Ringier will certainly be even happier about this deal.
Survey: Daniel Schifferle
Long-term family strategies in the Swiss media business pay off. When Ringier withdrew from the regional newspaper business (Bund, Luzerner Neueste Nachrichten) in the 1990s, this was seen as a weakness. In fact, the forces and resources were released that - step by step - made Ringier the most important national and international media group in the country.
After building up and expanding its international and television business, Ringier took over the somewhat shaky Jean Frey AG at the most opportune moment.
After all, the two companies were closely linked in the 1970s. Jean Frey AG owned 51 percent of Weltwoche, while Ringier held 49 percent. The situation was reversed at Blick. Now that Ringier, after a few ups and downs, has been able to settle the succession within the family, unlike Jean Frey, it makes sense that the company with the family's own strategy capacity has taken over Weltwoche and other important publications, i.e. Jean Frey.
The same can be said of the Basler Mediengruppe.
Since the family has been in charge again, the aim is not to be a weakening national media group, but a strong, diverse media company in north-western Switzerland. In other words, when things got tight - in the 1990s for Ringier, at the beginning of 2000 for the Basel media group - it was not external managers but competent family members who set the right course in both companies.
At first glance, the deal makes a lot of sense to me. Ringier had been looking for a way to gain a foothold in the upper reader segment for some time. This would have been extremely difficult with new, own titles (credibility). However, the titles of Jean Frey AG are ideal for this. They are established brands, and Ringier undoubtedly has the best opportunities to integrate these brands into the existing structures in a meaningful way.
In my opinion, the Basel media group does not have to accept any loss of image. If the relaunch of Weltwoche had failed, it would probably have been a loss of image. It was also clear to me that the Basler Mediengruppe did not have the financial potential for this costly relaunch - in stark contrast to Ringier. The danger for Ringier is, of course, that the costs of the Weltwoche relaunch could be underestimated. I think the relaunch is certainly necessary - but this project needs time. I hope that the framework conditions are now such that Weltwoche will be given this time.
As a result of the Christmas purchase, Ringier is making gains, especially intellectually: Beobachter is doing well alongside Schweizer Illustrierte and Glückspost, and Weltwoche alongside Blick and SoBli. We can only hope that not too many people now want to make a name for themselves by rescuing them and that their independence is maintained. With the sale, the Basel media group is admitting that it is a pure Basel media group and must leave the expensive national patch to the "Zyrcher Präss". No reason to gloat, but certainly a subject for the next Basel carnival.
Oops, what will the Weltwoche crew do now after this full stop? What else is going to happen in the industry? The intended deal has brought or will bring something for everyone. Less boredom for the media industry over the festive period. Ringier two and a half more nice titles. The BaZ Group liquid assets and the capacity to finally give BaZ a good boost. And two interesting guests for Frank A. Meyer's TV talk show (hopefully soon!): Köppel and Angst. I for one would love to watch the show.
This deal was really only about Weltwoche.
With the purchase of Switzerland's most imaginary title, Ringier has given itself the highest "publisher's consecration". Michael Ringier has raised very high expectations with his self-defined journalistic quality standards and will also finance them. For Roger Köppel and his team, this is the ultimate opportunity to take Weltwoche into new journalistic spheres. The other titles will certainly bring Ringier some "coordination problems" in the reader market (Cash/Bilanz, TR7/Tele) or in the advertising market (Schweizer Illustrierte/Beobachter/Glückspost). However, these are all challenges that the Ringier publishing professionals will easily overcome in the Weltwoche euphoria.
The advertising clients have to live with another media giant, but they are already used to this from other media types (billboard, TV). The Basel-based media group may have exited the Swiss adventure in a panic this black autumn, but without damaging its image, but in a few years' time it will certainly be rubbing its eyes and regretting the excessively low sale price. Michael Ringier will certainly be even happier about this deal.
Survey: Daniel Schifferle
