"20 minutes was not an issue"
WW: Mr. Clavadetscher, have you made the indicator easier to handle for the bundle of waste paper?
WW: Mr. Clavadetscher, have you made the Anzeiger more manageable for the waste paper bundle? Richard Clavadetscher: If you like. But above all, we want to offer the Anzeiger's readers more. A free newspaper has to change faster and adapt to trends than a traditional subscription newspaper. The number of readers per issue is 0.8. A good proportion of your circulation remains unread today.
This is the case with many free newspapers. Of course, our goal has always been to increase LpA. Since 1998, when I took over as
editorial team, it has increased by more than half. The new format will hopefully take us even further. It should also appeal to a younger audience without losing older readers. However, we are not focusing specifically on young people.
Is the tabloid ad the defense mechanism of the Tagblatt-
Group against 20 minutes?
We once analyzed what it would cost 20 minutes to enter the market in Eastern Switzerland. Because there is not just one center here like in Zurich, it would be quite costly. So 20 Minuten was only very marginally an issue during the relaunch as a tabloid.
The almost 50-year-old Anzeiger describes itself as a traditional newspaper, and the advertising market is regarded as
conservative. What problems
did the changeover to the new format cause?
There were hardly any problems. On the contrary, we received positive feedback from advertising circles. Of course, we have to communicate to local customers why the usual advertising formats are suddenly changing. But we have good arguments, such as the fact that there are now fewer advertisements on one page. The tabloid format has long been well established in the national market. Interview: Stefano Monachesi
This is the case with many free newspapers. Of course, our goal has always been to increase LpA. Since 1998, when I took over as
editorial team, it has increased by more than half. The new format will hopefully take us even further. It should also appeal to a younger audience without losing older readers. However, we are not focusing specifically on young people.
Is the tabloid ad the defense mechanism of the Tagblatt-
Group against 20 minutes?
We once analyzed what it would cost 20 minutes to enter the market in Eastern Switzerland. Because there is not just one center here like in Zurich, it would be quite costly. So 20 Minuten was only very marginally an issue during the relaunch as a tabloid.
The almost 50-year-old Anzeiger describes itself as a traditional newspaper, and the advertising market is regarded as
conservative. What problems
did the changeover to the new format cause?
There were hardly any problems. On the contrary, we received positive feedback from advertising circles. Of course, we have to communicate to local customers why the usual advertising formats are suddenly changing. But we have good arguments, such as the fact that there are now fewer advertisements on one page. The tabloid format has long been well established in the national market. Interview: Stefano Monachesi
