Expensive Solothurn fillet piece
The Berner Zeitung is investing at least two million francs in the conquest of the Espace Mittelland
The Berner Zeitung is investing at least two million francs in the conquest of the Espace MittellandBy Markus Knöpfli The marketing effort that the Berner Zeitung is putting into the launch of its seventh split, the Solothurner Tagblatt, is astonishing: six months of free early delivery, nine different poster subjects, TV and radio spots and mailings for five different target groups.
Where do "people" read newspapers? As a commuter at the station or on the train, as a craftsman or tradesman at snack time, in the office, restaurant or street café and as an average citizen at the breakfast table, in your own bedroom or living room - and sometimes even on the toilet. All of these possible reading locations also form the subjects for the campaign launched by the Berner Zeitung (BZ) for the launch of its latest split Solothurner Tagblatt (ST).
The nine subjects, all taken by Bern-based photographer Stefan Babst, were complemented by the claim "Time for a good newspaper" and used in a variety of ways: On B4, B12 and B200 posters, on a leaflet and on reply cards enclosed with all mailings, then on train and bus dispensers and on kiosk posters. The ST is also depicted, with the claim that it wants to become a "daily joy of life" for the people of Solothurn.
The concept and text for the campaign were created by Bruno Blum from Blum und Partner Werbeagentur AG in Solothurn. The concept and text for the direct marketing measures were created by Daniela Camponovo from the Bernese advertising agency Camponovo und Partner.
Speaking of mailings: five different target groups were contacted: Opinion Leaders, tradespeople, all residents of Solothurn, Biberist and Zuchwil (here with a reference to early delivery and free weekly disposal), those in the surrounding communities (there with a reference to postal delivery if desired) and the existing 1500 BZ subscribers in the Lebern, Wasseramt and Bucheggberg districts. The latter will receive the ST free of charge for four weeks together with the BZ and can then choose how they wish to keep their subscription.
Early delivery requires a high level of investment. It is to be gradually extended from the three towns to the surrounding municipalities. And wherever it is launched, the BZ will make residents an introductory offer. According to Christopher Wehrli, Head of PR at the BZ and project manager of the ST campaign, the aim is to be able to guarantee at least 12,000 copies by the end of 2002.
Subscribers pay only CHF 165 instead of CHF 325 for the first year. However, the BZ has come up with an additional offer in the form of a charity model. Anyone who subscribes by the end of November can have CHF 65 of the CHF 165 credited to their second annual subscription or have the amount transferred to a charitable organization of their choice. Anyone who decides to take out a subscription in December or January still has 45 francs to spend, and 25 francs in February and March. "This campaign is compatible with the conditions for Wemf's subscription certification," says Wehrli.
Similarly imaginative attempts are being made to encourage commercial enterprises to set up dispensers for
ST flyer to win. If someone subscribes on the basis of a flyer obtained from a store, he or she receives a voucher for the company in question according to the same benefit model as above.
Launch costs of two million francs
ST has also discovered chestnut bags as a special advertising medium. A whole year's supply of bags was printed with ST logos. Anyone who finds a printed shamrock in the bag also receives a free portion.
The marketing elements are extremely varied for the mere 12,000 additional ST copies. Wehrli confirms: "This is the first time that a single BZ split edition has been given a completely independent advertising presence." Thuner Tagblatt and Berner Oberländer, on the other hand, which were incorporated into BZ at the beginning of the year, were welcomed with an adapted form of the BZ campaign.
The people of Bern are now likely to have to dig deep into their pockets: "The effort is huge, but not the budget," says Wehrli. Many things, even the radio and TV commercials, were produced virtually in-house. He puts the total cost of the launch campaign alone (excluding early delivery) at "well under a million francs". And Albert P. Stäheli, Delegate of the Board of Directors of Espace Media Groupe, speaks of "less than two million francs net, which we added to the ST in the first year". Anyone venturing into a new area must ultimately arouse interest in the market, he said. "After all, BZ has now achieved its goal: since October 20, it has been serving the entire Espace Mittelland."
Radio 32 rejects commercials
Where do "people" read newspapers? As a commuter at the station or on the train, as a craftsman or tradesman at snack time, in the office, restaurant or street café and as an average citizen at the breakfast table, in your own bedroom or living room - and sometimes even on the toilet. All of these possible reading locations also form the subjects for the campaign launched by the Berner Zeitung (BZ) for the launch of its latest split Solothurner Tagblatt (ST).
The nine subjects, all taken by Bern-based photographer Stefan Babst, were complemented by the claim "Time for a good newspaper" and used in a variety of ways: On B4, B12 and B200 posters, on a leaflet and on reply cards enclosed with all mailings, then on train and bus dispensers and on kiosk posters. The ST is also depicted, with the claim that it wants to become a "daily joy of life" for the people of Solothurn.
The concept and text for the campaign were created by Bruno Blum from Blum und Partner Werbeagentur AG in Solothurn. The concept and text for the direct marketing measures were created by Daniela Camponovo from the Bernese advertising agency Camponovo und Partner.
Speaking of mailings: five different target groups were contacted: Opinion Leaders, tradespeople, all residents of Solothurn, Biberist and Zuchwil (here with a reference to early delivery and free weekly disposal), those in the surrounding communities (there with a reference to postal delivery if desired) and the existing 1500 BZ subscribers in the Lebern, Wasseramt and Bucheggberg districts. The latter will receive the ST free of charge for four weeks together with the BZ and can then choose how they wish to keep their subscription.
Early delivery requires a high level of investment. It is to be gradually extended from the three towns to the surrounding municipalities. And wherever it is launched, the BZ will make residents an introductory offer. According to Christopher Wehrli, Head of PR at the BZ and project manager of the ST campaign, the aim is to be able to guarantee at least 12,000 copies by the end of 2002.
Subscribers pay only CHF 165 instead of CHF 325 for the first year. However, the BZ has come up with an additional offer in the form of a charity model. Anyone who subscribes by the end of November can have CHF 65 of the CHF 165 credited to their second annual subscription or have the amount transferred to a charitable organization of their choice. Anyone who decides to take out a subscription in December or January still has 45 francs to spend, and 25 francs in February and March. "This campaign is compatible with the conditions for Wemf's subscription certification," says Wehrli.
Similarly imaginative attempts are being made to encourage commercial enterprises to set up dispensers for
ST flyer to win. If someone subscribes on the basis of a flyer obtained from a store, he or she receives a voucher for the company in question according to the same benefit model as above.
Launch costs of two million francs
ST has also discovered chestnut bags as a special advertising medium. A whole year's supply of bags was printed with ST logos. Anyone who finds a printed shamrock in the bag also receives a free portion.
The marketing elements are extremely varied for the mere 12,000 additional ST copies. Wehrli confirms: "This is the first time that a single BZ split edition has been given a completely independent advertising presence." Thuner Tagblatt and Berner Oberländer, on the other hand, which were incorporated into BZ at the beginning of the year, were welcomed with an adapted form of the BZ campaign.
The people of Bern are now likely to have to dig deep into their pockets: "The effort is huge, but not the budget," says Wehrli. Many things, even the radio and TV commercials, were produced virtually in-house. He puts the total cost of the launch campaign alone (excluding early delivery) at "well under a million francs". And Albert P. Stäheli, Delegate of the Board of Directors of Espace Media Groupe, speaks of "less than two million francs net, which we added to the ST in the first year". Anyone venturing into a new area must ultimately arouse interest in the market, he said. "After all, BZ has now achieved its goal: since October 20, it has been serving the entire Espace Mittelland."
Radio 32 rejects commercials
The BZ had actually also booked the radio spots for the Solothurner Tagblatt with Radio 32. However, the printing company Vogt-Schild/Habegger holds a minority share in Radio 32. And Vogt-Schild/Habegger publishes the Solothurner Zeitung, the direct competitor to the Tagblatt.
But on Monday, October 22, when the first spot should have been broadcast, the BZ found a short letter in the post from Thomas Denzel, Managing Director of Radio 32 Werbe AG. In it, Denzel rejected the ST commercials, referring to Article 2.5 of the General Terms and Conditions. It states verbatim: "Radio 32 AG reserves the right to reject even legally binding orders due to their origin, content or technical form."
