Banner switching for dummies
Online Advertising P Web Services combines 15 newspaper websites into a starter package—but there is a huge gap in northwestern Switzerland. Even the NZZ is hesitant to join this first online advertising bundle for print publishers.
Online advertising P Webservices combines 15 newspaper websites into one entry-level offering - but there is a huge gap in northwestern Switzerland. Even the NZZ is hesitant about entering this first online advertising combo for print publishers. "Keep it simple" is the motto of SwissWebPress. Ueli Weber, Managing Director of advertising broker Publicitas Webservices (PW), makes no secret of the objective of the new service. 15 newspapers from all over Switzerland are pooling their web offerings (see box). Advertisers who are not familiar with the Internet can book their campaigns in the same way as a newspaper combination. They do not need to worry about technical details such as page views and ad impressions. SwissWebPress can also be considered generic marketing for online advertising, Weber says. "In this way, we address clients who still have fears of contact with online advertising." Such fears are widespread, he believes. That's why the combo includes only newspaper websites, not portals, search services or communities. When compiling the titles, PW made sure that the portfolio did not become too confusing. Only the classic banner is used as an advertising medium, so as not to be confused by the variety of formats.
But doesn't this generic marketing ultimately sell a distorted image of online advertising? The banner has long been discredited as an advertising medium, and with a reach of 16.8 percent (424,000 users in January 2003 according to MMXI), the combi achieves just one-third of the user figures of the Bluewin portal.
Ueli Weber does not accept these objections. "It is definitely worthwhile to place advertising on press websites, even if portals and search engines have higher reach," he emphasizes. The decisive factor for him is the environment. According to MA Net 2002, one of the most important motives for Internet users is reading the latest news. Established print titles also have a high level of credibility online.
Weber has not written off the banner as an advertising medium either. It still accounts for over 80 percent of online advertising, says the PW managing director. In a later phase, however, when SwissWebPress has established itself, the offer could well be extended to other forms of advertising.
No nationwide coverage
On the way there, however, lies a major stumbling block:
SwissWebPress has not achieved the targeted nationwide coverage. Because the Basler Zeitung (BaZ) is not participating, there is a gap in northwestern Switzerland. The Neue Zürcher Zeitung (NZZ) has also declined to participate in the Kombi. "NZZ as well as BaZ were very open to the project and might be part of it in a later phase," Weber relativizes. Because their current price per thousand contacts is above average, they have unfortunately decided to stay away from the Kombi for the time being.
BaZ Publishing Director Daniel Sommer presents his reasons in a somewhat more differentiated way. On the one hand, BaZ.ch has very strong in-house sales. On the other hand, the Basel media group is increasingly relying on internal cross-media packages with radio, print and online. Sommer also criticizes the inconsistent measurement bases for usage figures among the individual combined members. Kurt Busslinger, Head of New Media Marketing at the NZZ, is of the same opinion. According to him, the page impressions used to rank the Swiss-WebPress titles were based on self-declaration. Compared to the hard data, which the NZZ possessed thanks to its participation in the Net Audit of the Wemf, they appeared dubious in part. NZZ also disagreed with the breakdown of income. Ultimately, Busslinger also wondered whether NZZ would be correctly positioned in this combination at all.
However, neither the NZZ nor the BaZ rule out joining the initiative at a later date. "In principle, we think the initiative is good," Busslinger said. He could imagine participating in a suitable partial split. Sommer also welcomes the objective of appealing to clients with a fear of contact through a print-like structure. "At the moment, however, SwissWebPress is not yet ready for us."
The three SwissWebPress pools at a booking glanceThese 15 newspapers have joined forces in SwissWebPress: In German-speaking Switzerland: Aargauer Zeitung, Berner Zeitung, Bieler Tagblatt, Blick, Der Bund, Der Landbote, Neue Luzerner Zeitung, Die Südostschweiz, St. Galler Tagblatt, Tages-Anzeiger
In French-speaking Switzerland: 24 Heures, Le Matin, Le Nouvelliste, Le Temps, Tribune de Genève
Pool name SwissWebPress 1 SwissWebPress 2 SwissWebPress 3Geographic orientation
German-speaking Switzerland German-speaking Switzerland French-speaking Switzerland
Western Switzerland
Spreading plans
Low Low Low
Mid Mid
High High High
Booking time
2 weeks * 2 weeks * 2 weeks *
4 weeks * 4 weeks * 4 weeks *
* contiguous
Stefano Monachesi
But doesn't this generic marketing ultimately sell a distorted image of online advertising? The banner has long been discredited as an advertising medium, and with a reach of 16.8 percent (424,000 users in January 2003 according to MMXI), the combi achieves just one-third of the user figures of the Bluewin portal.
Ueli Weber does not accept these objections. "It is definitely worthwhile to place advertising on press websites, even if portals and search engines have higher reach," he emphasizes. The decisive factor for him is the environment. According to MA Net 2002, one of the most important motives for Internet users is reading the latest news. Established print titles also have a high level of credibility online.
Weber has not written off the banner as an advertising medium either. It still accounts for over 80 percent of online advertising, says the PW managing director. In a later phase, however, when SwissWebPress has established itself, the offer could well be extended to other forms of advertising.
No nationwide coverage
On the way there, however, lies a major stumbling block:
SwissWebPress has not achieved the targeted nationwide coverage. Because the Basler Zeitung (BaZ) is not participating, there is a gap in northwestern Switzerland. The Neue Zürcher Zeitung (NZZ) has also declined to participate in the Kombi. "NZZ as well as BaZ were very open to the project and might be part of it in a later phase," Weber relativizes. Because their current price per thousand contacts is above average, they have unfortunately decided to stay away from the Kombi for the time being.
BaZ Publishing Director Daniel Sommer presents his reasons in a somewhat more differentiated way. On the one hand, BaZ.ch has very strong in-house sales. On the other hand, the Basel media group is increasingly relying on internal cross-media packages with radio, print and online. Sommer also criticizes the inconsistent measurement bases for usage figures among the individual combined members. Kurt Busslinger, Head of New Media Marketing at the NZZ, is of the same opinion. According to him, the page impressions used to rank the Swiss-WebPress titles were based on self-declaration. Compared to the hard data, which the NZZ possessed thanks to its participation in the Net Audit of the Wemf, they appeared dubious in part. NZZ also disagreed with the breakdown of income. Ultimately, Busslinger also wondered whether NZZ would be correctly positioned in this combination at all.
However, neither the NZZ nor the BaZ rule out joining the initiative at a later date. "In principle, we think the initiative is good," Busslinger said. He could imagine participating in a suitable partial split. Sommer also welcomes the objective of appealing to clients with a fear of contact through a print-like structure. "At the moment, however, SwissWebPress is not yet ready for us."
The three SwissWebPress pools at a booking glanceThese 15 newspapers have joined forces in SwissWebPress: In German-speaking Switzerland: Aargauer Zeitung, Berner Zeitung, Bieler Tagblatt, Blick, Der Bund, Der Landbote, Neue Luzerner Zeitung, Die Südostschweiz, St. Galler Tagblatt, Tages-Anzeiger
In French-speaking Switzerland: 24 Heures, Le Matin, Le Nouvelliste, Le Temps, Tribune de Genève
Pool name SwissWebPress 1 SwissWebPress 2 SwissWebPress 3Geographic orientation
German-speaking Switzerland German-speaking Switzerland French-speaking Switzerland
Western Switzerland
Spreading plans
Low Low Low
Mid Mid
High High High
Booking time
2 weeks * 2 weeks * 2 weeks *
4 weeks * 4 weeks * 4 weeks *
* contiguous
Stefano Monachesi
