Cash coming soon to all channels
Multimedia Cash daily, Ringier's multimedia platform for the economy planned for next September, is taking shape.
On June 1, at the "Forum am Morgen", Ringier's industry event for customers and friends of newspaper printers in Adligenswil, Lucerne, management board member Thomas Trüb outlined the contours of the Cash daily multimedia project, the core of which is a daily business newspaper. Cash daily is to be the first media combination that unites print, TV, online, electronic newspaper and mobile applications to create what Trüb calls an "unbeatable" new tool for business information. On the advertising side, the project is the first daily business newspaper where advertisements appear simultaneously in print and electronically with a single booking. In the beginning there was a rumorLast year, the project had already made the headlines, albeit under different circumstances. Rumors were rife that private companies could secure editorial space in the paper through sponsorship contributions. The publisher subsequently denied this several times.
Cash daily initially sees itself as a multimedia extension of the Cash brand, which today consists of the widely launched weekly title Cash, two weekly TV programs and the website. A new addition is the interactive Cash daily website, which primarily provides continuously updated stock market news. The project also includes ten to fifteen-minute video podcasts, which will initially be offered on the website. Ringier still intends to forgo a corresponding daily television program, Cash daily, as both SRG and PresseTV have shown little interest and do not wish to provide additional broadcasting slots. Ringier also wants to use the platform to enter the fee-based mobile business and sell stock market-related content.
The core of the project, however, is the daily business newspaper Cash daily. This will initially be published on paper and will mainly contain short business news items. Trüb listed the daily topic pages: Top Story, Contest/Multimedia, News Switzerland, Europe, USA and Asia, Synthesis, Comic, People, Change Cases, Funds, Stock Market Guru and Stock Market Weather. There are also four daily extra pages on health, fitness and sport on Mondays, topics relating to mobility on Tuesdays, topics from the digital world on Wednesdays, food, living and fashion on Thursdays and travel and weekend on Fridays. Cash daily is aimed at people with an interest in business and multimedia "as well as advertising customers with the courage to create new appearances and cross-media campaigns", said Thomas Trüb.
The creators have set themselves a reach of 187,000 readers for Cash daily, including 81,000 leaders and 18,000 top leaders. Together with Cash, the aim is to reach 471,000 readers, which should lead to 1,219,000 weekly contacts.
Ultimately, the daily business newspaper, which is content with short snippets and leaves the researched background stories to the parent paper Cash, is planned as an electronic newspaper. However, the creators are still waiting for the technological breakthrough of the so-called e-paper. The information will then be linked to databases that contain a wealth of additional information and can be bundled into entire dossiers. E-paper also offers numerous new possibilities on the advertising side, such as targeting specific customers or target groups and even animating advertisements. However, it remains to be seen when e-paper will be widely available and suitable for mass use.
René Worni
Cash daily initially sees itself as a multimedia extension of the Cash brand, which today consists of the widely launched weekly title Cash, two weekly TV programs and the website. A new addition is the interactive Cash daily website, which primarily provides continuously updated stock market news. The project also includes ten to fifteen-minute video podcasts, which will initially be offered on the website. Ringier still intends to forgo a corresponding daily television program, Cash daily, as both SRG and PresseTV have shown little interest and do not wish to provide additional broadcasting slots. Ringier also wants to use the platform to enter the fee-based mobile business and sell stock market-related content.
The core of the project, however, is the daily business newspaper Cash daily. This will initially be published on paper and will mainly contain short business news items. Trüb listed the daily topic pages: Top Story, Contest/Multimedia, News Switzerland, Europe, USA and Asia, Synthesis, Comic, People, Change Cases, Funds, Stock Market Guru and Stock Market Weather. There are also four daily extra pages on health, fitness and sport on Mondays, topics relating to mobility on Tuesdays, topics from the digital world on Wednesdays, food, living and fashion on Thursdays and travel and weekend on Fridays. Cash daily is aimed at people with an interest in business and multimedia "as well as advertising customers with the courage to create new appearances and cross-media campaigns", said Thomas Trüb.
The creators have set themselves a reach of 187,000 readers for Cash daily, including 81,000 leaders and 18,000 top leaders. Together with Cash, the aim is to reach 471,000 readers, which should lead to 1,219,000 weekly contacts.
Ultimately, the daily business newspaper, which is content with short snippets and leaves the researched background stories to the parent paper Cash, is planned as an electronic newspaper. However, the creators are still waiting for the technological breakthrough of the so-called e-paper. The information will then be linked to databases that contain a wealth of additional information and can be bundled into entire dossiers. E-paper also offers numerous new possibilities on the advertising side, such as targeting specific customers or target groups and even animating advertisements. However, it remains to be seen when e-paper will be widely available and suitable for mass use.
René Worni
