Is BaZ breaking a taboo?
Direct bookings Despite the P lease, Basler Zeitung is considering compensating direct booking agencies.
Direct booking Despite P-lease, Basler Zeitung is considering compensation for agencies that book directly Tamedia and Ringier pay media agencies "compensation" if they book directly instead of via Publimedia. Now the idea is spreading: Tamedia is extending the compensation to all its titles, Ringier is turning its test run into a permanent situation - and from 2007, other independent publishers are likely to join in. Marcel Siegenthaler, Head of Advertising Market Edipresse Switzerland, speaks of a "huge movement" among publishers. An "informal working group" chaired by Handelszeitung boss Ralph Büchi has taken up the issue at the Swiss Press Association. He also confirms: "Direct booking compensation is currently being examined in several publishing houses." But even for publishers with a P lease, the topic is no longer taboo. Basler Zeitung Medien (BZM), for example, is considering introducing compensation. This is confirmed by BZM CEO Beat Meyer. "But we are a long way from a definitive decision." Such considerations are nevertheless remarkable: PubliGroupe holds its largest publishing stake ever in BZM and also leases BaZ.
However, BZM now has two acquisition companies of its own, Key Media and BZM Werbe AG - two channels through which direct booking compensation would be possible. "We are free in such matters," says Meyer. Key Media acts as an intermediary. BZM Werbe AG markets the BaZ and its new large circulation in the Basel region - because P is not trusted to be able to do the same for the BaZ, the competing Mittelland Zeitung (also leased by P) and its member Basellandschaftliche Zeitung (bz, managed by P).
At this point, the 2007 advertising rates of BaZ and Baslerstab should be noted: The prices of the BaZ regular circulation will not change, but Baslerstab will: Although it will also retain its b/w rate, it will reduce the 4f page by 11.7 percent. This may be to keep the paper attractive compared to the new large circulation of the BaZ. Or to make life even more difficult for the bz. No explanation was available.
Markus Knöpfli
However, BZM now has two acquisition companies of its own, Key Media and BZM Werbe AG - two channels through which direct booking compensation would be possible. "We are free in such matters," says Meyer. Key Media acts as an intermediary. BZM Werbe AG markets the BaZ and its new large circulation in the Basel region - because P is not trusted to be able to do the same for the BaZ, the competing Mittelland Zeitung (also leased by P) and its member Basellandschaftliche Zeitung (bz, managed by P).
At this point, the 2007 advertising rates of BaZ and Baslerstab should be noted: The prices of the BaZ regular circulation will not change, but Baslerstab will: Although it will also retain its b/w rate, it will reduce the 4f page by 11.7 percent. This may be to keep the paper attractive compared to the new large circulation of the BaZ. Or to make life even more difficult for the bz. No explanation was available.
Markus Knöpfli
