4200 francs per week for 250,000 users
Tariffs Swisspool is increasing its prices, but lowering the thousand-reader tariff.
Tariffs Swisspool is increasing its prices, but lowering the thousand-reader tariff.
It was to be expected that the Swisspool rate would increase with the integration of the Bund into the Berner Zeitung (BZ). After all, the reach of Swisspool I (German-speaking Switzerland) also increased by 14.2 percent, excluding double readership of the Bund and BZ. Nevertheless, the pool consisting of BZ, Tages-Anzeiger, Basler Zeitung, Neuer Luzerner Zeitung, St.Galler Tagblatt, 24 Heures and Tribune de Genève is improving its price-performance ratio by lowering the thousand-reader price in all bookable modules by 0.2 to 4.1 percent.After last year's price increase despite the loss of reach, a reduction was more appropriate this time, as the Swisspool advertising volume fell by over 20 percent in the first nine months of 2003 compared to the same period last year, as Edi Battaglia from the Swisspool clearing office explains.
The weekend offer introduced at the beginning of 2003 met with little demand: Anyone who books an identical advertisement with Swisspool I on Saturday and the following Monday receives a 25 percent discount. "Only about three customers have taken advantage of this offer so far," says Battaglia. Nevertheless, the offer will be continued next year. Perhaps Marco Reale, the first Key
Account Manager of Swisspool, to arouse a little more interest. In any case, he has been on the slopes since October 1.
Pool promotes home shopping
Swisspool is ahead in the online sector: from mid-November, pool customers will be able to place their ads online for seven days for an additional charge. Specifically, the homepages of the member titles will contain a clear reference to the advertisement link. There, the advertisements can not only be viewed, but the individual products can also be clicked on and viewed in detail. Consumers can also order a regular newsletter from the provider, for example with weekly promotions or new products.
This is possible thanks to software from the Ticino-based company Ticin-
Online, as the responsible project manager Mar-tin Diem explains. The surcharge for the seven-day placement will be CHF 4,200 per ad. However, the additional service will be free during the initial phase (until around the end of the year) and will be available at half price during the following three-month introductory period. Customers can also book just one pool title and still request placement on all partner websites for the same surcharge.
Today, the websites of the Swisspool partners together record 250,000 users per week, says Diem. The new offer is expected to expand the market, as has also been achieved in the USA with similar systems. There, sales have increased by three to seven percent through such online placements alone.
Gross tariffs 2004 (in CHF) Swisspool I (5 titles D-CH) Swisspool II (all 7 titles) Swisspool III (2 titles W-CH) Change Change Change CHF in % CHF in % CHF in %
Base price/mm 14.41 +7.3 17.95 +6.0 3.82 +0.8
1/1 page bw 63404.- +7.3 78980.- +6.0 16808.- +0.8
TLP per 1/1 page bw 38.06 -4.1 37.88 -1.8 40.11 -0.2
1/1 page vf 93056.- +7.0 121381.- +5.4 29557.- +0.5
TLP per 1/1 page vf 55.86 -3.4 58.22 -1.2 70.54 -0.5
Readers 1666000 +14.2 2085000 +11.2 419000 +1.0
Circulation Expl. 810922 +5.9 974494 +4.7 163572 -0.7
Source: Swisspool
Falling TLPs should make Swisspools attractive again.
Markus Knöpfli
It was to be expected that the Swisspool rate would increase with the integration of the Bund into the Berner Zeitung (BZ). After all, the reach of Swisspool I (German-speaking Switzerland) also increased by 14.2 percent, excluding double readership of the Bund and BZ. Nevertheless, the pool consisting of BZ, Tages-Anzeiger, Basler Zeitung, Neuer Luzerner Zeitung, St.Galler Tagblatt, 24 Heures and Tribune de Genève is improving its price-performance ratio by lowering the thousand-reader price in all bookable modules by 0.2 to 4.1 percent.After last year's price increase despite the loss of reach, a reduction was more appropriate this time, as the Swisspool advertising volume fell by over 20 percent in the first nine months of 2003 compared to the same period last year, as Edi Battaglia from the Swisspool clearing office explains.
The weekend offer introduced at the beginning of 2003 met with little demand: Anyone who books an identical advertisement with Swisspool I on Saturday and the following Monday receives a 25 percent discount. "Only about three customers have taken advantage of this offer so far," says Battaglia. Nevertheless, the offer will be continued next year. Perhaps Marco Reale, the first Key
Account Manager of Swisspool, to arouse a little more interest. In any case, he has been on the slopes since October 1.
Pool promotes home shopping
Swisspool is ahead in the online sector: from mid-November, pool customers will be able to place their ads online for seven days for an additional charge. Specifically, the homepages of the member titles will contain a clear reference to the advertisement link. There, the advertisements can not only be viewed, but the individual products can also be clicked on and viewed in detail. Consumers can also order a regular newsletter from the provider, for example with weekly promotions or new products.
This is possible thanks to software from the Ticino-based company Ticin-
Online, as the responsible project manager Mar-tin Diem explains. The surcharge for the seven-day placement will be CHF 4,200 per ad. However, the additional service will be free during the initial phase (until around the end of the year) and will be available at half price during the following three-month introductory period. Customers can also book just one pool title and still request placement on all partner websites for the same surcharge.
Today, the websites of the Swisspool partners together record 250,000 users per week, says Diem. The new offer is expected to expand the market, as has also been achieved in the USA with similar systems. There, sales have increased by three to seven percent through such online placements alone.
Gross tariffs 2004 (in CHF) Swisspool I (5 titles D-CH) Swisspool II (all 7 titles) Swisspool III (2 titles W-CH) Change Change Change CHF in % CHF in % CHF in %
Base price/mm 14.41 +7.3 17.95 +6.0 3.82 +0.8
1/1 page bw 63404.- +7.3 78980.- +6.0 16808.- +0.8
TLP per 1/1 page bw 38.06 -4.1 37.88 -1.8 40.11 -0.2
1/1 page vf 93056.- +7.0 121381.- +5.4 29557.- +0.5
TLP per 1/1 page vf 55.86 -3.4 58.22 -1.2 70.54 -0.5
Readers 1666000 +14.2 2085000 +11.2 419000 +1.0
Circulation Expl. 810922 +5.9 974494 +4.7 163572 -0.7
Source: Swisspool
Falling TLPs should make Swisspools attractive again.
Markus Knöpfli
