Less performance may cost more
Advertising Rates: Various print media are raising their ad rates for 2005 despite declining readership.
Advertising rates Various print media are increasing their advertising rates for 2005 despite declining readership figures The Publimedia Forum 2004 provided an initial overview of the trends in advertising rates for 2005, revealing that the adjustments made by the majority of titles are in line with developments in the readership market, but not only: the Neue Zürcher Zeitung, for example, is increasing its black-and-white advertising rates by 2.6 percent despite declining readership figures, while at the same time reducing its four-color rates by 6.5 percent. The Tages-Anzeiger is adding 1 percent, while the Bieler Tagblatt is increasing its rates by 2.4 percent. The St. Galler Nachrichten, which has gained over a fifth of its readers, will be 3 percent more expensive. The other increases: Le Matin semaine 2.5 percent, Basellandschaftliche Zeitung 1.6 percent, 24 Heures 1.5 percent, Le Matin dimanche 1.5 percent, Le Temps 1.3 percent, Neue Luzerner Zeitung 1 percent, Walliser Bote
1 percent, Berner Zeitung 0.9 percent, St. Galler Tagblatt 0.8 percent, Basler Zeitung 0.7 percent.
More readers, higher tariffs
Those magazines that have made upward adjustments have mostly done so as a result of increased readership figures. This applies to Edelweiss, which added 7.6%, but also to Bolero and Cosmopolitan, which charged 2.9% and 5% more respectively. Bon à Savoir and TV 8 are also reflecting the high gains in readership with increases of 6% and 5.9% respectively in their advertising rates.
Price reductions, on the other hand, are rather rare. Blick, for example, is cutting its black-and-white ads to zero, but is reducing its four-color ads by 5 percent. There is a massive 10 percent reduction at Facts, which according to Mach Basic lost readers to exactly the same extent in 2004.
On the other hand, business newspapers such as Cash and Finanz und Wirtschaft are refraining from cutting prices, even though they have been significantly weakened in the readership market. Bilan, which is also declining in terms of readership figures, has even increased by 2 percent.
Daniel Schifferle
1 percent, Berner Zeitung 0.9 percent, St. Galler Tagblatt 0.8 percent, Basler Zeitung 0.7 percent.
More readers, higher tariffs
Those magazines that have made upward adjustments have mostly done so as a result of increased readership figures. This applies to Edelweiss, which added 7.6%, but also to Bolero and Cosmopolitan, which charged 2.9% and 5% more respectively. Bon à Savoir and TV 8 are also reflecting the high gains in readership with increases of 6% and 5.9% respectively in their advertising rates.
Price reductions, on the other hand, are rather rare. Blick, for example, is cutting its black-and-white ads to zero, but is reducing its four-color ads by 5 percent. There is a massive 10 percent reduction at Facts, which according to Mach Basic lost readers to exactly the same extent in 2004.
On the other hand, business newspapers such as Cash and Finanz und Wirtschaft are refraining from cutting prices, even though they have been significantly weakened in the readership market. Bilan, which is also declining in terms of readership figures, has even increased by 2 percent.
Daniel Schifferle
