Facts will probably be next
Magazines If Cash is now calling it a day, the end of Facts is not far off: The Tamedia title's revenues are at a similarly low level.
Magazine If Cash is now calling time on its life, the end of Facts is not far off: The Tamedia title's revenues are at a similarly low level.It has been clear for a few days now: Cash has been in the red for five years. A look at the VSW statistics shows: In 2002, the weekly newspaper reported 1246 advertising pages, from then on things became precarious. In the last two years, the erosion of advertisements seemed to slow down - but in the first third of this year, the title lost a similar amount (-20 percent) as in previous years. The launch of Cash Daily, which is by no means brilliant with around two pages per issue at present, has further accentuated this development. Even if the current figures in the VSW statistics cannot be compared with those prior to 2004: Cash's advertising volume has fallen by around 70 percent since 2000. No other business or news title in German-speaking Switzerland has suffered to the same extent. Stocks, which has a lower volume in absolute terms, still has 18.5 advertising pages thanks to its fortnightly publication frequency (Cash: 10).While the end of Cash came as a surprise despite the significant development in the advertising market, the end of Facts has been expected for some time. In fact, Facts, which as a weekly magazine is likely to have a similar cost structure to Cash, is only slightly better off than the Ringier paper in absolute figures and also in terms of percentage growth - despite its higher reach. Based on Ringier's figures for Cash, it can be concluded that Tamedia's magazine has probably also been in the red since 2002 at the latest. The current 14 advertising pages per issue suggest that it will come to a halt in the coming weeks. No wonder that speculation is currently running rampant, such as the suggestion that Facts could become a supplement to the German Spiegel. Tamedia spokesperson Christoph Zimmer comments: "Talks have taken place between us and Der Spiegel. However, a definitive decision is still pending." Which probably means that a cooperation with Der Spiegel is being kept open as an emergency exit.
For the time being, however, Tamedia is still pinning all its hopes on the May 2006 relaunch, especially as Facts readership figures have stabilized over the last two years. Zimmer explains the strategy with Facts as follows: "First we invested in good new people and in the editorial team, which must now have a positive effect on the readership figures. After that, advertising must continue to pick up." This suggests that the deadline for Facts will expire in the fall: Everything depends on Mach Basic 2007-2. This will show for the first time how the relaunch has affected the reach figures. The development is obviously positive, otherwise Tamedia would hardly wait. Since cash will soon be eliminated and therefore one less title will be nibbling at the advertising pie, the Zurich Werdstrasse is hoping for a growing Facts advertising volume.
Incidentally, Weltwoche is just as bad as Facts when it comes to advertising. It is hardly enough. Finanz und Wirtschaft is also barely keeping its head above water with 20 advertising pages per issue. The Handelszeitung (26 pages) and - despite a loss of reach - the Bilanz (35 pages) are doing better.
Markus Knöpfli
For the time being, however, Tamedia is still pinning all its hopes on the May 2006 relaunch, especially as Facts readership figures have stabilized over the last two years. Zimmer explains the strategy with Facts as follows: "First we invested in good new people and in the editorial team, which must now have a positive effect on the readership figures. After that, advertising must continue to pick up." This suggests that the deadline for Facts will expire in the fall: Everything depends on Mach Basic 2007-2. This will show for the first time how the relaunch has affected the reach figures. The development is obviously positive, otherwise Tamedia would hardly wait. Since cash will soon be eliminated and therefore one less title will be nibbling at the advertising pie, the Zurich Werdstrasse is hoping for a growing Facts advertising volume.
Incidentally, Weltwoche is just as bad as Facts when it comes to advertising. It is hardly enough. Finanz und Wirtschaft is also barely keeping its head above water with 20 advertising pages per issue. The Handelszeitung (26 pages) and - despite a loss of reach - the Bilanz (35 pages) are doing better.
Markus Knöpfli
