At least no slump in advertising
The relaunch in February saved TR7 from anything worse
The relaunch in February saved TR7 from worseBy Markus Knöpfli According to the VSW advertising statistics, the TV guide TR7 has seen a strong increase in advertising since its relaunch on February 27 - unlike Tele or TVtäglich. But the figures are deceptive. That is why the advertising area is being expanded.
While TR7 suffered losses of 44.4% and 80% in January and February compared to the same months of the previous year, the situation reversed after the relaunch was completed: March plus 45.5%, April plus 90.9%, for May plus 107.1%. However, the VSW statistics have two catches: Firstly, they are at a low level for TR7, as the magazine only had a total of 16 advertising pages in the four March issues, 21 in April (four issues) and 29 in May (five issues). Secondly, the VSW statistics also include free advertisements and advertisements from the magazine's own publishing house.
And that's what counts here: in the last May issue, TR7 had 5.1 advertising pages, one of which was from its own publishing house (Beobachter) and two others were free (generic marketing for print advertising), so apparently only 2.1 pages were paid for. TR7 publishing director Sandro Rüegger arrives at a similar result: since March, he has counted an average of 2.5 pages per issue - despite the relaunch campaign.
"In the advertising sector, we are not yet where we want to be," says Rüegger. At least TR7 has not yet had to cope with a slump, as is the case with TVtäglich and Tele. "The positioning of the product is working, and the relaunch has brought in new customers and interested parties," he adds. TR7 was also able to hold its own in retail and subscription sales. According to Rüegger, TR7's annual accounts were also positive at the end of June.
Nevertheless, Rüegger wants to "clearly give more importance to the advertising sector": at the beginning of May, he hired Patrick Knecht (formerly of ZürichExpress and TV 3) as an additional advertising salesman for TR7, which is leased by Publimag. In addition, the search for a new editor-in-chief will soon begin because Frank Hubrath is moving to 3sat. But one thing is certain, according to Rüegger: "TR7 is staying on course."
Tele before relaunch
While TR7 suffered losses of 44.4% and 80% in January and February compared to the same months of the previous year, the situation reversed after the relaunch was completed: March plus 45.5%, April plus 90.9%, for May plus 107.1%. However, the VSW statistics have two catches: Firstly, they are at a low level for TR7, as the magazine only had a total of 16 advertising pages in the four March issues, 21 in April (four issues) and 29 in May (five issues). Secondly, the VSW statistics also include free advertisements and advertisements from the magazine's own publishing house.
And that's what counts here: in the last May issue, TR7 had 5.1 advertising pages, one of which was from its own publishing house (Beobachter) and two others were free (generic marketing for print advertising), so apparently only 2.1 pages were paid for. TR7 publishing director Sandro Rüegger arrives at a similar result: since March, he has counted an average of 2.5 pages per issue - despite the relaunch campaign.
"In the advertising sector, we are not yet where we want to be," says Rüegger. At least TR7 has not yet had to cope with a slump, as is the case with TVtäglich and Tele. "The positioning of the product is working, and the relaunch has brought in new customers and interested parties," he adds. TR7 was also able to hold its own in retail and subscription sales. According to Rüegger, TR7's annual accounts were also positive at the end of June.
Nevertheless, Rüegger wants to "clearly give more importance to the advertising sector": at the beginning of May, he hired Patrick Knecht (formerly of ZürichExpress and TV 3) as an additional advertising salesman for TR7, which is leased by Publimag. In addition, the search for a new editor-in-chief will soon begin because Frank Hubrath is moving to 3sat. But one thing is certain, according to Rüegger: "TR7 is staying on course."
Tele before relaunch
The program guide Tele (Ringier) is planning a relaunch in October. This was confirmed by Editor-in-Chief Klaus Kriesel. However, the relaunch has nothing to do with the fortnightly program guide announced by Vierwaldtstätter Verlags GmbH. After 1996, it was simply time for a refresh, said Kriesel.
