Radical enough already?
Daniel Schifferle on publishers' desire to reinvent their newspapers.
Daniel Schifferle on publishers' desire to reinvent their newspapers.
The Basler Zeitung's (BaZ) new concept has received the best compliment from the cantonal government of its city canton. But not because they are full of praise for the bold relaunch (see page 14). No, the authorities have expressed their concern to the newspaper makers about the tougher course that the previously well-behaved paper will be taking from September 4. The BaZ wants to move away from journalism that makes announcements and is underlining this by setting up a research team that will not use kid gloves in future. The fact that the government sees this as a threat is just confirmation of the serious manner in which the Basel media group has tackled the relaunch.
Other Swiss print media have already embarked on a similarly uncompromising path with new concepts. This week the Blick, just a short time before that the Berner Zeitung and - also this spring - the Aargauer Zeitung and Facts. They too are going far beyond what print media had previously understood by a relaunch. Bolder and more creative newspapers, but above all more user-friendly papers are emerging.
However, these commendable steps do not mark the end of the urgently needed search for a newspaper that better meets the needs and reading habits of today's media users. The Tages-Anzeiger, whose most recent relaunch was only two and a half months ago, has already heralded the next and even more radical round. As early as 2005, when the new printing presses enable continuous four-color printing, it intends to surprise its audience.
This is about much more than just a further visual upgrade. The Tages-Anzeiger is setting out to reinvent the newspaper. Content is being fundamentally put to the test. Radical new thinking is required from the unorthodox concept groups. The question is what kind of newspaper the public will still be prepared to pay for in the future. We are eagerly awaiting the new ideas.
> Daniel Schifferle, Head of Media & Media
The Basler Zeitung's (BaZ) new concept has received the best compliment from the cantonal government of its city canton. But not because they are full of praise for the bold relaunch (see page 14). No, the authorities have expressed their concern to the newspaper makers about the tougher course that the previously well-behaved paper will be taking from September 4. The BaZ wants to move away from journalism that makes announcements and is underlining this by setting up a research team that will not use kid gloves in future. The fact that the government sees this as a threat is just confirmation of the serious manner in which the Basel media group has tackled the relaunch.
Other Swiss print media have already embarked on a similarly uncompromising path with new concepts. This week the Blick, just a short time before that the Berner Zeitung and - also this spring - the Aargauer Zeitung and Facts. They too are going far beyond what print media had previously understood by a relaunch. Bolder and more creative newspapers, but above all more user-friendly papers are emerging.
However, these commendable steps do not mark the end of the urgently needed search for a newspaper that better meets the needs and reading habits of today's media users. The Tages-Anzeiger, whose most recent relaunch was only two and a half months ago, has already heralded the next and even more radical round. As early as 2005, when the new printing presses enable continuous four-color printing, it intends to surprise its audience.
This is about much more than just a further visual upgrade. The Tages-Anzeiger is setting out to reinvent the newspaper. Content is being fundamentally put to the test. Radical new thinking is required from the unorthodox concept groups. The question is what kind of newspaper the public will still be prepared to pay for in the future. We are eagerly awaiting the new ideas.
> Daniel Schifferle, Head of Media & Media
