A clever coup by BaZ
Merger: In Fricktal, the smallest publisher is becoming the largest—because the BaZ is giving it the green light. That’s how it builds trust elsewhere.
Merger In Fricktal, the smallest publisher becomes the biggest - because BaZ lets him take the lead. The newspaper merger in Fricktal (see box) makes one person in particular the big winner: Walter Herzog, owner of Herzog Medien and publisher of the Fricktaler Zeitung (FZ). Herzog will not only hold a clear majority in the Neue Fricktaler Zeitung (NFZ), but will also hold the positions of Chairman of the Board of Directors and Editor-in-Chief. In addition, he will be allowed to print the entire NFZ, while Basler Zeitung Medien (BZM), which has been responsible for printing the Fricktaler Boten (FB) to date, will (for the time being) be left empty-handed. Herzog gains even more: as the smallest newspaper publisher in this region to date, he advances to number one. With its 11,000 subscribed copies, the NFZ will clearly outstrip the largest title to date, the Fricktal split of the Aargauer Zeitung (AZ) with its 6,639 copies. And thanks to the large weekly circulation of 31,000 copies, which is distributed free of charge to all households in the upper and lower Fricktal, the NFZ also outstrips the weekly Bezirksanzeiger with its 1,8137 copies. Nevertheless, Herzog is modest. He does not feel a sense of triumph over his previous competitors, he says. "But it fills us with joy that our family, which has been publishing a newspaper in Rheinfelden since 1878, is now also in charge of the NFZ. "A kind of cockfightThe current merger was, however, preceded by a kind of cockfight: After BZM joined FB two years ago, FZ increased its large circulation last May and since then has also been distributing it in the upper Fricktal, FB's home region. Under the aegis of publishing director Riccarda Mecklenburg, the latter responded in the fall with a relaunch and also a large circulation, which in turn also covered the FZ's home territory. It is difficult to say which side ultimately suffered more. Herzog says that his FZ did not suffer, but was able to maintain the advertising volume of 2003 in 2004. Wemf's advertising statistics, on the other hand, show a 12 percent drop for FZ. FB, on the other hand, was in the red last year - due to the relaunch, as co-publisher Bernhard Binkert emphasizes. Nevertheless, he claims that the relaunch in particular contributed to the "good overall Fricktal solution". Ruth Ludwig-Hagemann, who represents BZM at FB and also sits on the Board of Directors of NFZ, agrees.
Be that as it may, Ludwig is also satisfied with the new solution, even though BZM will only hold a minority share in future. For BZM, it is much more important to enable the emergence of a "better positioned newspaper" in Fricktal. Above all, however, the newspaper association that BZM is striving for will make concrete progress. BZM and NFZ have also agreed to launch the Northwestern Switzerland Newspaper Association as a national advertising platform from June 1. This cooperation is open to further partners, emphasize Ludwig, Binkert and Herzog.
Strengthening all combinationsThe fact that this alliance came about also makes BZM the winner of the Fricktal merger. Because when BaZ publisher Matthias Hagemann presented the idea based on the model of the Südostschweiz association two years ago, he was met with skepticism by all publishers in northwestern Switzerland. No one could imagine BZM as a partner of the small publishers, rather as their gravedigger.
In Fricktal, however, BZM can now show for the first time how it understands partnership. It has clearly understood this opportunity. It has not only renewed the combined offer, but has also placed it on the same level as the previous advertising combinations. This is because the FB is in the Hattrick combination, together with the Basellandschaftliche Zeitung (bz) in Liestal and the Volksstimme in Sissach. And the FZ is linked to the Freischütz in Muri and the Aargauer Woche, the free paper of AZ Medien. Ludwig, Binkert and Herzog say that all of these combinations are to be strengthened thanks to NFZ. In the next few weeks, Herzog therefore wants to start talks with the other publishers about future cooperation.
Everyone benefits from the mergerThe retention of the previous combinations demonstrates most clearly that all publishers will benefit from the NFZ merger, even without new commitments. This message has at least been received in Liestal and Sissach, as has the fact that the BZM in Fricktal has taken a strong back seat. "The fact that the big player is not simply swallowing the small one has already strengthened our confidence in BZM," confirms Rolf Wirz, editor-in-chief of Volksstimme and member of the management team at publisher Schaub Medien. The company is therefore interested in continuing the hat trick. "And we will certainly also take a closer look at the new advertising combination with BaZ," he adds.
bz publisher Mathis Lüdin takes a different view: although he also welcomes the NFZ merger "because of the overkill in Fricktal", he remains cautious about the Northwestern Switzerland association. "Let's see," is all he says - which sounds far less averse than before. Apart from that, he has already entered into two collaborations with BZM in recent years: Firstly, he has his bz delivered early by the BZM sales organization, and secondly, since last summer there has been a Saturday job combination between bz and BaZ. And the latter has "certainly not harmed" the bz so far, at least that's what Lüdin says.
The new situation in Fricktal is only viewed with some sadness in Baden. "We could also have imagined working together there," says Ueli Eckstein, Head of Print Media at AZ Medien. However, the NFZ will not become the main competitor of the Aargauer Zeitung. "That is still the BaZ," Eckstein clarifies. Eckstein does not yet know whether the Aargauer Woche will therefore maintain the combination with the NFZ. "We first have to take a closer look at whether we are not too closely linked to BaZ as a result," he says.
Merger in FricktalThe regional newspapers Fricktaler Zeitung (FZ) and Fricktaler Bote (FB) are merging to form the Neue Fricktaler Zeitung (NFZ) on June 1, 2005. Herzog Medien AG in Rheinfelden is behind the FZ. The FB is published by Fricktaler Bote AG, in which Binkert Druck AG in Frick and Basler Zeitung Medien (BSM) each hold half of the shares. Herzog acquires 58 percent of NFZ, while BZM and Binkert each receive 21 percent. A mutual right of first refusal has been agreed.
The NFZ will extend its publication frequency from three to four days a week. The new paper will become the official publication organ of almost all municipalities in the lower and upper Fricktal. The editorial offices in Rheinfelden and Frick will remain in place, while Herzog Medien and Binkert Druck will produce the typesetting. The place of printing is Rheinfelden. Publicitas in Rheinfelden and Frick is responsible for advertising acquisition. (mk)
Two become one - the Neue Fricktaler Zeitung.
Markus Knöpfli
Be that as it may, Ludwig is also satisfied with the new solution, even though BZM will only hold a minority share in future. For BZM, it is much more important to enable the emergence of a "better positioned newspaper" in Fricktal. Above all, however, the newspaper association that BZM is striving for will make concrete progress. BZM and NFZ have also agreed to launch the Northwestern Switzerland Newspaper Association as a national advertising platform from June 1. This cooperation is open to further partners, emphasize Ludwig, Binkert and Herzog.
Strengthening all combinationsThe fact that this alliance came about also makes BZM the winner of the Fricktal merger. Because when BaZ publisher Matthias Hagemann presented the idea based on the model of the Südostschweiz association two years ago, he was met with skepticism by all publishers in northwestern Switzerland. No one could imagine BZM as a partner of the small publishers, rather as their gravedigger.
In Fricktal, however, BZM can now show for the first time how it understands partnership. It has clearly understood this opportunity. It has not only renewed the combined offer, but has also placed it on the same level as the previous advertising combinations. This is because the FB is in the Hattrick combination, together with the Basellandschaftliche Zeitung (bz) in Liestal and the Volksstimme in Sissach. And the FZ is linked to the Freischütz in Muri and the Aargauer Woche, the free paper of AZ Medien. Ludwig, Binkert and Herzog say that all of these combinations are to be strengthened thanks to NFZ. In the next few weeks, Herzog therefore wants to start talks with the other publishers about future cooperation.
Everyone benefits from the mergerThe retention of the previous combinations demonstrates most clearly that all publishers will benefit from the NFZ merger, even without new commitments. This message has at least been received in Liestal and Sissach, as has the fact that the BZM in Fricktal has taken a strong back seat. "The fact that the big player is not simply swallowing the small one has already strengthened our confidence in BZM," confirms Rolf Wirz, editor-in-chief of Volksstimme and member of the management team at publisher Schaub Medien. The company is therefore interested in continuing the hat trick. "And we will certainly also take a closer look at the new advertising combination with BaZ," he adds.
bz publisher Mathis Lüdin takes a different view: although he also welcomes the NFZ merger "because of the overkill in Fricktal", he remains cautious about the Northwestern Switzerland association. "Let's see," is all he says - which sounds far less averse than before. Apart from that, he has already entered into two collaborations with BZM in recent years: Firstly, he has his bz delivered early by the BZM sales organization, and secondly, since last summer there has been a Saturday job combination between bz and BaZ. And the latter has "certainly not harmed" the bz so far, at least that's what Lüdin says.
The new situation in Fricktal is only viewed with some sadness in Baden. "We could also have imagined working together there," says Ueli Eckstein, Head of Print Media at AZ Medien. However, the NFZ will not become the main competitor of the Aargauer Zeitung. "That is still the BaZ," Eckstein clarifies. Eckstein does not yet know whether the Aargauer Woche will therefore maintain the combination with the NFZ. "We first have to take a closer look at whether we are not too closely linked to BaZ as a result," he says.
Merger in FricktalThe regional newspapers Fricktaler Zeitung (FZ) and Fricktaler Bote (FB) are merging to form the Neue Fricktaler Zeitung (NFZ) on June 1, 2005. Herzog Medien AG in Rheinfelden is behind the FZ. The FB is published by Fricktaler Bote AG, in which Binkert Druck AG in Frick and Basler Zeitung Medien (BSM) each hold half of the shares. Herzog acquires 58 percent of NFZ, while BZM and Binkert each receive 21 percent. A mutual right of first refusal has been agreed.
The NFZ will extend its publication frequency from three to four days a week. The new paper will become the official publication organ of almost all municipalities in the lower and upper Fricktal. The editorial offices in Rheinfelden and Frick will remain in place, while Herzog Medien and Binkert Druck will produce the typesetting. The place of printing is Rheinfelden. Publicitas in Rheinfelden and Frick is responsible for advertising acquisition. (mk)
Two become one - the Neue Fricktaler Zeitung.
Markus Knöpfli
