Another interim year at Mediasense
The long-awaited industry-wide solution for the radio market is barely making any headway—despite a fresh breeze in its sails. Mediasense President Urs Lorenz hopes to get back on track in the course of this year.
The year 2008 was announced as an interim year in the radio market - because the awarding of the license was open and therefore the future composition of the advertising pools was unclear. However, the die is still not cast, which is why another interim year is on the cards. But something else is also holding the industry back: Mediasense, the exclusive marketer of the SwissRadioPool (SRP), is far from being accepted as the new generic solution. Although a lot has happened there: at the end of 2008, the company, which was deep in the red, was restructured by the participating SRG marketer Publisuisse and the 15 SRP radio stations each contributing around CHF 800,000. Publisuisse then relinquished its stake at the end of 2008 and left MediaSense entirely to the SRP radio stations. The latter appointed a new Board of Directors and elected Urs Lorenz, Managing Director of Radio Zürisee Werbe AG, as Chairman of the Board. At the end of January, MediaSense Managing Director Bernhard Krättli also left the company. As of March 1, he will become Managing Director of Radio BE1, for which he previously worked as Advertising Manager.
At the same time, the 15 SRP radios opened up the MediaSense shareholder base and thus also their pool by offering other radios a stake. A new contract was also negotiated for existing and new MediaSense members. This provides for MediaSense to withdraw from active marketing and limit itself to planning, booking and product development. Active generic marketing is also planned at a later date. As the SRP is also contractually valid until the end of 2010, it will remain a basic offering for the advertising market and must continue to be booked exclusively via MediaSense. For the integration of any new members, Mediasense is aiming for an open pool model without set stations ("SwissRadioPool-Flex"). This would then also have to be booked exclusively via Mediasense, says Urs Lorenz. Another point: the commission that MediaSense pays to third-party agents will remain at 10 percent, while the commission that broadcasters pay to MediaSense is to be increased from 12.5 percent to 16 percent, according to Lorenz.
None of these changes are yet set in stone. Although they have been approved by the majority of SRP radio stations, Lorenz confirms that parts of the contract will be discussed again. He cites personnel changes at some radios as the reason for this. Presumably this refers to the departure of Silvia Imperiali from Radiovision, the joint marketer of Basel 1 and Basilisk. Or the recent purchase of BE1 by Ringier and the change from "veteran" Martin Freiburghaus to Bernhard Krättli.
However, some existing SRP members and potential new members are struggling with the new contract. Some do not want to accept the renewed exclusivity, others have difficulties with the increased sales price, and third parties (outsiders) fundamentally reject MediaSense as the "pool management company of the SRP". Urs Lorenz denies this. But things could get even worse: According to reports, at least three existing members are considering leaving. Lorenz, who has at least brought a breath of fresh air into the matter, is looking on the bright side. Thinking about pool memberships is part of everyday media life, he says. He is also in negotiations with nine potential new members. After all. To date, around 20 radio stations across Switzerland have been excluded from the SRP. But one thing is clear: New-Mediasense still needs time. Lorenz also confirms this, referring primarily to the pending licensing complaints. For this reason alone, he sees 2009 as another interim year for the radio market. However, he hopes that things will become clearer in late fall.
Markus Knöpfli
At the same time, the 15 SRP radios opened up the MediaSense shareholder base and thus also their pool by offering other radios a stake. A new contract was also negotiated for existing and new MediaSense members. This provides for MediaSense to withdraw from active marketing and limit itself to planning, booking and product development. Active generic marketing is also planned at a later date. As the SRP is also contractually valid until the end of 2010, it will remain a basic offering for the advertising market and must continue to be booked exclusively via MediaSense. For the integration of any new members, Mediasense is aiming for an open pool model without set stations ("SwissRadioPool-Flex"). This would then also have to be booked exclusively via Mediasense, says Urs Lorenz. Another point: the commission that MediaSense pays to third-party agents will remain at 10 percent, while the commission that broadcasters pay to MediaSense is to be increased from 12.5 percent to 16 percent, according to Lorenz.
None of these changes are yet set in stone. Although they have been approved by the majority of SRP radio stations, Lorenz confirms that parts of the contract will be discussed again. He cites personnel changes at some radios as the reason for this. Presumably this refers to the departure of Silvia Imperiali from Radiovision, the joint marketer of Basel 1 and Basilisk. Or the recent purchase of BE1 by Ringier and the change from "veteran" Martin Freiburghaus to Bernhard Krättli.
However, some existing SRP members and potential new members are struggling with the new contract. Some do not want to accept the renewed exclusivity, others have difficulties with the increased sales price, and third parties (outsiders) fundamentally reject MediaSense as the "pool management company of the SRP". Urs Lorenz denies this. But things could get even worse: According to reports, at least three existing members are considering leaving. Lorenz, who has at least brought a breath of fresh air into the matter, is looking on the bright side. Thinking about pool memberships is part of everyday media life, he says. He is also in negotiations with nine potential new members. After all. To date, around 20 radio stations across Switzerland have been excluded from the SRP. But one thing is clear: New-Mediasense still needs time. Lorenz also confirms this, referring primarily to the pending licensing complaints. For this reason alone, he sees 2009 as another interim year for the radio market. However, he hopes that things will become clearer in late fall.
Markus Knöpfli
