And the winner is ... Cash daily

 
Advertisements The first balance sheet after the end of Cash and Facts: Which titles did their advertising customers switch to and which not? 
Facts and Cash were published for the last time at the end of June 2007. It is well known that Axel Springer Switzerland took over the Cash subscription base, as well as that the Handelszeitung and, to a lesser extent, Bilanz and Stocks were able to gain new subscribers as a result. But what about advertising? Which titles were able to "inherit" the advertising volume of Facts and Cash? This amounted to a total of 713 pages in the first half of 2007.  
A look at the VSW advertising statistics reveals interesting trends - relating to the first seven months (July 2007 to January 2008) after the end of Cash and Facts. In its analysis, Werbewoche assumed that it would be primarily related publications, i.e. seven competing titles from the news or business press sector, that would benefit. Other titles were not examined.
First of all, it is interesting to note that neither the end of Cash and Facts nor the economic situation had a noticeable effect on the total advertising volume of the Swiss-German news and business press: In the first half of 2007, a total of 4,351 advertising pages were placed in the titles in question (still with Cash and Facts), in the second half of the year (without Cash and Facts) the figure was 4,329 pages. In short: the advertising pie remained the same size, it was just distributed differently.
The main beneficiary is undoubtedly Cash daily. Between July and December 2007, it was able to take over the Cash volume of the first half of the year (296 pages), maintain its own (322 pages) and even gain 231 pages. This shows that Cash daily was also able to capture around 50 percent of the previous Facts volume. The volume per Cash daily issue thus increased by 157.9 percent to 6.7 pages.
The other titles were only able to divide up the remaining 186 Facts pages among themselves - and in doing so, they also took something away from Stocks. The first to benefit was Bilanz (+108 pages), followed by Weltwoche (+62) and finally Magazin (+32). Handelszeitung and Finanz und Wirtschaft remained relatively stable. However, the fact that the Handelszeitung was suddenly 41 percent higher in January 2008 than a year ago could indicate that advertising customers are now also placing their trust in the subscription profit.
The massive growth of Cash daily in the second half of 2007 is undoubtedly also a consequence of the Ringier offer, according to which Cash customers were able to rebook already booked advertisements to Cash daily - there at a regular insertion rate that is half as high as with Cash. Ringier nevertheless made a profit: Calculated in Swiss francs, Cash daily generated around CHF 55,000 more gross per week in the second half of the year than in Alliance with the parent paper - and at half the cost. However, it is questionable whether the paper will be able to maintain this level in 2008.
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Markus Knöpfli
CorrigendumIn the 10/08 issue of Werbewoche
we made a mistake in the article "Moderately loyal ex-Cash subscribers". It stated that the Handelszeitung reported 18,210 paid and Wemf-certified subscriptions on July 1, 2007. It was not mentioned that the HandelsZeitung also reported 9,775 compulsory subscriptions, which are obtained at preferential conditions but are nevertheless paid for. The Handelszeitung therefore has a total of 27,985 paid and Wemf-certified subscriptions. Thanks to the remaining ex-cash subscribers, it should therefore have a paid and Wemf-certified subscription circulation of over 40,000 on July 1, 2008 (mk).