Tamedia takes a wrong turn with Radio 24
New power pool is legally impossible and tactically clumsy
New power pool is legally impossible and tactically clumsyThe new owner Tamedia makes few changes at Radio 24, but commits its first blunder: The new power pool with Radio Zürisee is not welcomed by the leader pool partners. In addition, it could play into the hands of competitor Radio Z.Radio 24 gets a new evening show: "Downtown" replaces the previous "Top". "Downtown" is a wide-ranging show with tips on going out, trends, lifestyle, live sports reports, gossip and new CDs. Otherwise, however, almost everything remains the same under editor-in-chief Peter Brunner.
Advertising sales are a different story. Although Radio 24 remains with Belcom, which has been integrated into Tamedia, Richi Gasser has now taken the reins and replaced Christian Stärkle. Christian Stärkle is still assisting Belcom in an advisory capacity. The sales team continues to consist of Tina E. Habegger, Urs Güntensperger, Rolf Niederhäuser and the marketing team of Urs Arnold and Flurin Schüpfer.
In its advertising rates, Radio 24 has now also taken into account the third primetime at 5 p.m., as identified by Radiocontrol. On weekdays, the station's morning primetime (8 to 9 a.m.) will cost 34 francs; from 12 to 2 p.m. and from 5 to 6 p.m., the price will rise to 32 francs. In national sales, Gasser plans to rely on Radiotele, cover media and spot promotion in the future. "Radio should market itself professionally, neutral intermediaries do that better," he says. On the other hand, he doesn't want to "push" IP Multimedia, Radio Z's marketer.
Radio 24's cross-media strategy, which has so far been communicated only quietly or not at all, is being better publicized. On the one hand, the station is cooperating with Tele Züri (see text box above), and on the other, it is continuing its fledgling cooperation with the commuter newspaper 20 Minuten. A two-year contract was signed for the so-called power package. Two versions with sub-variants are offered - in each case spots combined with print ads.
Tamedia back at Radio Zürisee through the back door
For the time being, Gasser does not want to join either the City Pool or Pool 2000 in the radio pool sector. "We've done very well on our own so far," he says. At the end of the year, the pool with Radio 105, which had hardly been used, will be dissolved. In Zurich, on the other hand, Radio 24 wants to expand its position and has launched the new Powerpool (net daily reach: 447200 listeners in the first half of 2001) with Radio Zürisee, which will start on January 1, 2002.
Whether this will happen is questionable. Radio Zürisee is already in the leader pool with the radios Top and Grischa and, according to the agreement, may not participate in any other national pool. Top and Grischa have already intervened in writing with Radio Zürisee. "We still have to have a discussion there," confirms Heinz Gantenbein of Radio Zürisee. But he is confident. The leader pool is an offer for the national solution, while the liaison with Radio 24 is aimed at the local and regional market, he says.
Top boss Günter Heuberger vehemently disagrees. A combination with Radio 24 could not have a purely regional character, he says. He knows that the new pool is not directed against Top or Grischa, says the Top boss. "It is primarily directed against Radio Z."
Still, Heuberger won't tolerate the emerging power pool. "The legal basis is clear." But how does Tamedia see the situation? Jürg Wildberger, responsible for Radio 24 there, waves it off. He says that Radio Zürisee will have to sort this out for itself.
Astonishing, really, because until recently Tamedia still had a stake in Radio Zürisee, so it knows the contract with the leader pool. And Heuberger finds Tamedia's approach clumsy for yet another reason. Why, he wonders, is the media group launching this Powerpool "quick fix" now of all times? Before the end of the year, the Federal Council will decide on the territorial extensions requested by Radios 24, Z and Argovia. Radio 24 could now suddenly find itself at a disadvantage. The reason: The Competition Commission had only granted the Belcom takeover to Tamedia if the latter sold its stake in Radio Zürisee in return. This was out of concern that Tamedia would become too powerful in the Zurich advertising market with both radios. Now, Tamedia has parted ways with Radio Zürisee - and the two radios are linked up again after all. "Tamedia is thus playing into the hands of Radio Z," warns Heuberger in view of the upcoming territorial decision. Markus Knöpfli
Advertising sales are a different story. Although Radio 24 remains with Belcom, which has been integrated into Tamedia, Richi Gasser has now taken the reins and replaced Christian Stärkle. Christian Stärkle is still assisting Belcom in an advisory capacity. The sales team continues to consist of Tina E. Habegger, Urs Güntensperger, Rolf Niederhäuser and the marketing team of Urs Arnold and Flurin Schüpfer.
In its advertising rates, Radio 24 has now also taken into account the third primetime at 5 p.m., as identified by Radiocontrol. On weekdays, the station's morning primetime (8 to 9 a.m.) will cost 34 francs; from 12 to 2 p.m. and from 5 to 6 p.m., the price will rise to 32 francs. In national sales, Gasser plans to rely on Radiotele, cover media and spot promotion in the future. "Radio should market itself professionally, neutral intermediaries do that better," he says. On the other hand, he doesn't want to "push" IP Multimedia, Radio Z's marketer.
Radio 24's cross-media strategy, which has so far been communicated only quietly or not at all, is being better publicized. On the one hand, the station is cooperating with Tele Züri (see text box above), and on the other, it is continuing its fledgling cooperation with the commuter newspaper 20 Minuten. A two-year contract was signed for the so-called power package. Two versions with sub-variants are offered - in each case spots combined with print ads.
Tamedia back at Radio Zürisee through the back door
For the time being, Gasser does not want to join either the City Pool or Pool 2000 in the radio pool sector. "We've done very well on our own so far," he says. At the end of the year, the pool with Radio 105, which had hardly been used, will be dissolved. In Zurich, on the other hand, Radio 24 wants to expand its position and has launched the new Powerpool (net daily reach: 447200 listeners in the first half of 2001) with Radio Zürisee, which will start on January 1, 2002.
Whether this will happen is questionable. Radio Zürisee is already in the leader pool with the radios Top and Grischa and, according to the agreement, may not participate in any other national pool. Top and Grischa have already intervened in writing with Radio Zürisee. "We still have to have a discussion there," confirms Heinz Gantenbein of Radio Zürisee. But he is confident. The leader pool is an offer for the national solution, while the liaison with Radio 24 is aimed at the local and regional market, he says.
Top boss Günter Heuberger vehemently disagrees. A combination with Radio 24 could not have a purely regional character, he says. He knows that the new pool is not directed against Top or Grischa, says the Top boss. "It is primarily directed against Radio Z."
Still, Heuberger won't tolerate the emerging power pool. "The legal basis is clear." But how does Tamedia see the situation? Jürg Wildberger, responsible for Radio 24 there, waves it off. He says that Radio Zürisee will have to sort this out for itself.
Astonishing, really, because until recently Tamedia still had a stake in Radio Zürisee, so it knows the contract with the leader pool. And Heuberger finds Tamedia's approach clumsy for yet another reason. Why, he wonders, is the media group launching this Powerpool "quick fix" now of all times? Before the end of the year, the Federal Council will decide on the territorial extensions requested by Radios 24, Z and Argovia. Radio 24 could now suddenly find itself at a disadvantage. The reason: The Competition Commission had only granted the Belcom takeover to Tamedia if the latter sold its stake in Radio Zürisee in return. This was out of concern that Tamedia would become too powerful in the Zurich advertising market with both radios. Now, Tamedia has parted ways with Radio Zürisee - and the two radios are linked up again after all. "Tamedia is thus playing into the hands of Radio Z," warns Heuberger in view of the upcoming territorial decision. Markus Knöpfli
