Graubünden Sunday
Sunday Press: After nearly half a year, the seventh issue of the *Südostschweiz* is off to a good start. The publishers involved, however, are struggling with the idea.
Sonntagspresse After almost six months, the seventh edition of Südostschweiz is doing well. However, the publishers behind it are struggling with the idea.
On May 7, Südostschweiz publisher Hanspeter Lebrument launched his Sunday newspaper project in order to share in the success of the Sunday business, which had previously been divided between the three major Zurich publishers Ringier, Tamedia and NZZ. But it was to be something independent, not simply a fourth Sunday newspaper, but the logical extension of the daily press into Sunday, a seventh edition of Südostschweiz. Lebrument came too late with the new child to be considered in the national advertising campaigns. But this has not turned out to be a disadvantage, as Südostschweiz editor-in-chief and co-owner Andrea Masüger explains. "The advertising customers can observe the product at their leisure and see that it is not a one-day wonder." According to Masüger, the response to the seventh Südostschweiz so far has been positive, both from advertisers and readers. He knows from some readers that they no longer buy any other Sunday newspaper at the kiosk. They obviously appreciate the fact that they now get a newspaper on Sunday that is not as thick as the Sunday papers of the three big Zurich publishing houses.
In Chur, clear differentiation from Switzerland's largest media center is important at every opportunity anyway. The eclat at the launch last May is still vividly remembered, when the delivery and distribution organization (Zuvo) tried to thwart the distribution of the new paper with a super-provisional injunction. Without success. Publisher Lebrument barked that they didn't want to be banned from making newspapers in Graubünden.
More variety of topics The Sunday newspaper concept initially works with the core titles of Südostschweiz, i.e. the Graubünden, Glarus, Gaster and See regions. It also includes the Bündner Tagblatt, whose editorial team contributes a regular column. Initial fears that the Sunday edition could cannibalize the Monday content have not been confirmed. "The Monday edition is just as thick as it used to be."
Editor-in-chief Masüger, on the other hand, speaks of a shift in content, as the seventh edition is not a Sunday-only newspaper. This leads to a kind of hybrid form of daily and Sunday newspaper. On the one hand, Saturdays generate too little material for Sunday alone.
On the other hand, not all stories have to be published during the week and can easily be placed on Sunday. "This has awakened the creative forces in the editorial offices and ultimately leads to a greater variety of topics," says Masüger. A process that has played itself out relatively organically. Nevertheless, Christian Buxhofer, editor-in-chief of the Bündner Tagblatt, estimates that the Sunday edition seems to anticipate some of the Monday topics in his paper. "We have to be considerate of Sunday on Monday."
The acid test is yet to comeOn the advertising side, Südostschweiz am Sonntag has been doing well so far. The opposite would have been surprising, as the Sonntagspresse, along with the free press, is considered the sole winner in the still marauding and only partially recovering newspaper industry. "We had a slight slump in advertising in the summer, but in general we got off to a good start," confirms Masüger. He speaks of four to seven pages of advertisements every day. Many advertisers also focused exclusively on the new and inexpensive Sunday advertising offer.
However, after the delayed start in May, the acid test is still to come when it comes to getting a slice of the cake in the national advertising campaigns this late fall. Nevertheless, Andrea Masüger has already concluded that the concept, for which the makers of Südostschweiz want to give themselves three years to get it into the black, has paid off.
Small publishers on the defensiveThe so-called affiliated publishers of Südostschweiz view the youngest child from Chur with a little more distance. They include a number of publishing houses that have joined the Südostschweiz umbrella concept and focus primarily on their regional and local expertise. These are Werdenberger and Obertoggenburger, March Anzeiger, Höfner Volksblatt, Bote der Urschweiz, Sarganserländer, Rheintalische Volkszeitung, Liechtensteiner Vaterland and Liechtensteiner Volksblatt.
They meet regularly once a month as part of the "Südostschweiz management organization" to discuss upcoming problems and exchange experiences. No, a seventh edition is not yet a compelling issue for any of the publishers. "Some of our publishers are rather critical about whether a Sunday newspaper could be successful," says Reinhard Walser, member of the Board of Directors of the Vaduz media house and also head of the management organization.
The first problem for publishers whose publications have small print runs is distribution. "If you don't have early delivery like Südostschweiz in Chur, you can forget it," says Walser. Interest in participating in the Sunday newspaper model is currently practically zero. Not even a date has been set for talks. "For us small newspapers, we would supply the jacket section, but I can't imagine having our own Sunday editorial team," says Daniel Ettlinger, publishing director of the Werdenberger and Obertoggenburger. For Ettlinger, the topic is therefore not a current issue.
Hugo Triner, publisher of the Boten der Urschweiz, also waves it off. "A seventh edition is not an option for us in the short term." The advertising effectiveness of the regional press is generally underestimated, while that of the Sunday press is overestimated. Nevertheless, Triner wants to review the project in the coming year. Apparently opinions are also divided as to whether or not the Sonntagsblatt from Chur should now be seen as competition. After barely six months, there are still no figures to prove this.
"The affiliated publishers are of course free to decide whether they want to participate in the Sunday edition or not," says Andrea Masüger. It remains to be seen whether the Sunday press will become more widespread in south-eastern Switzerland as a result.
Reading Sunday soon in Aargau tooRecently, Peter Wanner declared,
The publisher of the Aargauer Zeitung has confirmed that it is serious about launching a Sunday title. "We are currently in the decision-making phase as to whether we want to go ahead with the project," confirms publishing director Ueli Eckstein. It should be clear by the beginning of December whether the idea should be put into practice and a seventh edition of the Aargauer Zeitung launched. Naturally, the focus is on whether this seventh edition should also be supported by the newspapers participating in the Mittelland Zeitung.
Eckstein anticipates a circulation of 200,000 copies, which roughly corresponds to that of the Mittelland Zeitung. He also hopes that the extension will also be popular with readers at newsstands. According to Wemf, the Sunday press has reached its zenith. Eckstein comments: "But it is the only one that has been able to maintain its figures."
René Worni
On May 7, Südostschweiz publisher Hanspeter Lebrument launched his Sunday newspaper project in order to share in the success of the Sunday business, which had previously been divided between the three major Zurich publishers Ringier, Tamedia and NZZ. But it was to be something independent, not simply a fourth Sunday newspaper, but the logical extension of the daily press into Sunday, a seventh edition of Südostschweiz. Lebrument came too late with the new child to be considered in the national advertising campaigns. But this has not turned out to be a disadvantage, as Südostschweiz editor-in-chief and co-owner Andrea Masüger explains. "The advertising customers can observe the product at their leisure and see that it is not a one-day wonder." According to Masüger, the response to the seventh Südostschweiz so far has been positive, both from advertisers and readers. He knows from some readers that they no longer buy any other Sunday newspaper at the kiosk. They obviously appreciate the fact that they now get a newspaper on Sunday that is not as thick as the Sunday papers of the three big Zurich publishing houses.
In Chur, clear differentiation from Switzerland's largest media center is important at every opportunity anyway. The eclat at the launch last May is still vividly remembered, when the delivery and distribution organization (Zuvo) tried to thwart the distribution of the new paper with a super-provisional injunction. Without success. Publisher Lebrument barked that they didn't want to be banned from making newspapers in Graubünden.
More variety of topics The Sunday newspaper concept initially works with the core titles of Südostschweiz, i.e. the Graubünden, Glarus, Gaster and See regions. It also includes the Bündner Tagblatt, whose editorial team contributes a regular column. Initial fears that the Sunday edition could cannibalize the Monday content have not been confirmed. "The Monday edition is just as thick as it used to be."
Editor-in-chief Masüger, on the other hand, speaks of a shift in content, as the seventh edition is not a Sunday-only newspaper. This leads to a kind of hybrid form of daily and Sunday newspaper. On the one hand, Saturdays generate too little material for Sunday alone.
On the other hand, not all stories have to be published during the week and can easily be placed on Sunday. "This has awakened the creative forces in the editorial offices and ultimately leads to a greater variety of topics," says Masüger. A process that has played itself out relatively organically. Nevertheless, Christian Buxhofer, editor-in-chief of the Bündner Tagblatt, estimates that the Sunday edition seems to anticipate some of the Monday topics in his paper. "We have to be considerate of Sunday on Monday."
The acid test is yet to comeOn the advertising side, Südostschweiz am Sonntag has been doing well so far. The opposite would have been surprising, as the Sonntagspresse, along with the free press, is considered the sole winner in the still marauding and only partially recovering newspaper industry. "We had a slight slump in advertising in the summer, but in general we got off to a good start," confirms Masüger. He speaks of four to seven pages of advertisements every day. Many advertisers also focused exclusively on the new and inexpensive Sunday advertising offer.
However, after the delayed start in May, the acid test is still to come when it comes to getting a slice of the cake in the national advertising campaigns this late fall. Nevertheless, Andrea Masüger has already concluded that the concept, for which the makers of Südostschweiz want to give themselves three years to get it into the black, has paid off.
Small publishers on the defensiveThe so-called affiliated publishers of Südostschweiz view the youngest child from Chur with a little more distance. They include a number of publishing houses that have joined the Südostschweiz umbrella concept and focus primarily on their regional and local expertise. These are Werdenberger and Obertoggenburger, March Anzeiger, Höfner Volksblatt, Bote der Urschweiz, Sarganserländer, Rheintalische Volkszeitung, Liechtensteiner Vaterland and Liechtensteiner Volksblatt.
They meet regularly once a month as part of the "Südostschweiz management organization" to discuss upcoming problems and exchange experiences. No, a seventh edition is not yet a compelling issue for any of the publishers. "Some of our publishers are rather critical about whether a Sunday newspaper could be successful," says Reinhard Walser, member of the Board of Directors of the Vaduz media house and also head of the management organization.
The first problem for publishers whose publications have small print runs is distribution. "If you don't have early delivery like Südostschweiz in Chur, you can forget it," says Walser. Interest in participating in the Sunday newspaper model is currently practically zero. Not even a date has been set for talks. "For us small newspapers, we would supply the jacket section, but I can't imagine having our own Sunday editorial team," says Daniel Ettlinger, publishing director of the Werdenberger and Obertoggenburger. For Ettlinger, the topic is therefore not a current issue.
Hugo Triner, publisher of the Boten der Urschweiz, also waves it off. "A seventh edition is not an option for us in the short term." The advertising effectiveness of the regional press is generally underestimated, while that of the Sunday press is overestimated. Nevertheless, Triner wants to review the project in the coming year. Apparently opinions are also divided as to whether or not the Sonntagsblatt from Chur should now be seen as competition. After barely six months, there are still no figures to prove this.
"The affiliated publishers are of course free to decide whether they want to participate in the Sunday edition or not," says Andrea Masüger. It remains to be seen whether the Sunday press will become more widespread in south-eastern Switzerland as a result.
Reading Sunday soon in Aargau tooRecently, Peter Wanner declared,
The publisher of the Aargauer Zeitung has confirmed that it is serious about launching a Sunday title. "We are currently in the decision-making phase as to whether we want to go ahead with the project," confirms publishing director Ueli Eckstein. It should be clear by the beginning of December whether the idea should be put into practice and a seventh edition of the Aargauer Zeitung launched. Naturally, the focus is on whether this seventh edition should also be supported by the newspapers participating in the Mittelland Zeitung.
Eckstein anticipates a circulation of 200,000 copies, which roughly corresponds to that of the Mittelland Zeitung. He also hopes that the extension will also be popular with readers at newsstands. According to Wemf, the Sunday press has reached its zenith. Eckstein comments: "But it is the only one that has been able to maintain its figures."
René Worni
