A basket for St. Gallen
Advertising Network: *Die kleine Rheintalische Volkszeitung* is the 13th partner of the Südostschweiz Pool.
Advertising network The small Rheintalische Volkszeitung is the 13th partner of the Südostschweiz pool. Since January 1, 2004, the Südostschweiz (SO) advertising pool has had a teasing little northern corner that stretches along the Rhine Valley to Lake Constance: it is the distribution area of the Rheintalische Volkszeitung (RV), which has been cooperating editorially with the SO member Bündner Tagblatt for some time. In short: the Südostschweiz pool now extends even further into the territory of the St. Galler Tagblatt (SGT). "This is supposed to be SGT territory? The Rhine Valley is our territory. After all, we've been around for 150 years," disagrees RV Publishing Director Hanspeter Sonderegger. The connection to the SO pool gives the RV a similarly long spike in the national market compared to its local competitor Rheintaler, which is in the Swisspool as the SGT header system, says Sonderegger.weekly large circulation
The RV could also have gained national publicity through a merger with the Rheintaler. The latter has been trying for ten years to find a model with the RV that would allow both titles to continue to exist, but would also indirectly incorporate the RV into the SGT (see box). Talks have been resumed in the last six months, says René Wuffli, publishing director of the Rheintaler. However, by joining the SO pool, the RV has probably given him and thus also the SGT a definite thumbs down. St. Gallen did not wish to comment on the matter.
For its part, the SO-Pool gained a 13th partner in the RV and was able to increase its total circulation by 6466 to 144602 copies and its reach by 17000 readers (+7 percent). The basic pool price per millimeter was increased by 5.6 percent to CHF 3.80. In addition, the RV and nine other pool partners publish a large weekly circulation totaling 86,000 copies, which is not charged to pool customers.
The model of René Wuffli, publishing director of the Rheintaler, would have envisaged a publisher for the Rheintal that would have published the Rheintaler as a full newspaper with four SGT bundles and a local bundle as before, as well as the RV as a local paper - both with an identical local section. The idea was born when the Rheintaler joined the association with the SGT head paper. "At the time, some existing Rheintaler subscribers rejected the new full newspaper as too extensive," says Wuffli.
That's why he wanted his model to meet both needs in the Rhine Valley.
do justice to it. "Nothing will come of it now," regrets Wuffli. (mk)
Seamless coverage from Bernina to Lake Constance.
Markus Knöpfli
The RV could also have gained national publicity through a merger with the Rheintaler. The latter has been trying for ten years to find a model with the RV that would allow both titles to continue to exist, but would also indirectly incorporate the RV into the SGT (see box). Talks have been resumed in the last six months, says René Wuffli, publishing director of the Rheintaler. However, by joining the SO pool, the RV has probably given him and thus also the SGT a definite thumbs down. St. Gallen did not wish to comment on the matter.
For its part, the SO-Pool gained a 13th partner in the RV and was able to increase its total circulation by 6466 to 144602 copies and its reach by 17000 readers (+7 percent). The basic pool price per millimeter was increased by 5.6 percent to CHF 3.80. In addition, the RV and nine other pool partners publish a large weekly circulation totaling 86,000 copies, which is not charged to pool customers.
The model of René Wuffli, publishing director of the Rheintaler, would have envisaged a publisher for the Rheintal that would have published the Rheintaler as a full newspaper with four SGT bundles and a local bundle as before, as well as the RV as a local paper - both with an identical local section. The idea was born when the Rheintaler joined the association with the SGT head paper. "At the time, some existing Rheintaler subscribers rejected the new full newspaper as too extensive," says Wuffli.
That's why he wanted his model to meet both needs in the Rhine Valley.
do justice to it. "Nothing will come of it now," regrets Wuffli. (mk)
Seamless coverage from Bernina to Lake Constance.
Markus Knöpfli
