Supplements are getting louder
Cross-media spots in City-Pool are intended to draw more attention to the supplements in the Sunday newspapers.
Cross-media spots in the city pool should help the inserts in the Sunday press to attract more attention. "Newspaper inserts are relatively expensive, but only attract attention if the offer meets the readers' needs at exactly the right time," says Gerry Stadler, buyer at the Mediaplanning agency. Stadler knows what he is talking about: every month he places an Orange supplement in one issue of SonntagsZeitung (SoZ) and one issue of SonntagsBlick (SoBli). He has recently been given the task of giving these inserts more attention by using a new Belcom offer until the end of the year that is specially tailored to inserts in the Sunday press: anyone who subscribes to the City-Pool plus (Radio 24, Basilisk, ExtraBern, Pilatus, Aktuell,
Zürisee, Toxic.fm) books five Sunday morning spots and advertises an insert in one of the three Sunday titles SoZ, SoBli or NZZ am Sonntag for 20 seconds, pays a flat rate of CHF 6,000 including spot production. This corresponds to a discount of 25 percent. The commercials are broadcast every hour between 8 am and 1 pm.
Another offer is available during the week: seven spots on Radio 24 (from 6 a.m.), which advertise supplements in the Tages-Anzeiger. Cost: a lump sum of 4,000 francs (including spot production). "The idea came to us when we were looking for cross-media opportunities within Tamedia," says Belcom Sales Manager Richi Gasser, who also added SoBli and NZZ am Sonntag - without being asked.
Stadler does not yet know whether the commercials support the inserts: "In any case, there have not been more people in the Orange centers on Mondays so far." But this also depends on the attractiveness of the inserts, whose content has not yet been radio-friendly (e.g. by means of a competition). At least the tool has brought something: "Image on Sunday mornings."
Clever combination: radio spots advertise on print inserts.
Zürisee, Toxic.fm) books five Sunday morning spots and advertises an insert in one of the three Sunday titles SoZ, SoBli or NZZ am Sonntag for 20 seconds, pays a flat rate of CHF 6,000 including spot production. This corresponds to a discount of 25 percent. The commercials are broadcast every hour between 8 am and 1 pm.
Another offer is available during the week: seven spots on Radio 24 (from 6 a.m.), which advertise supplements in the Tages-Anzeiger. Cost: a lump sum of 4,000 francs (including spot production). "The idea came to us when we were looking for cross-media opportunities within Tamedia," says Belcom Sales Manager Richi Gasser, who also added SoBli and NZZ am Sonntag - without being asked.
Stadler does not yet know whether the commercials support the inserts: "In any case, there have not been more people in the Orange centers on Mondays so far." But this also depends on the attractiveness of the inserts, whose content has not yet been radio-friendly (e.g. by means of a competition). At least the tool has brought something: "Image on Sunday mornings."
Clever combination: radio spots advertise on print inserts.
Markus Knöpfli
