The biggest together
Cooperations The expanded Kombi Nordostschweiz shows: The small Schaffhauser Nachrichten is playing its trump cards skillfully.
Cooperations The expanded Kombi Nordostschweiz shows: With its 24,000 copies, the Schaffhauser Nachrichten (SN) has only half the weight of its partners Thurgauer Zeitung (TZ, 39,000 copies) and Landbote (36,000 copies). However, SN has largely prevailed in the negotiations on the new three-way combination Nordostschweiz: in terms of appearance, editorial content and publishing house, they will remain independent, but above all Landbote and TZ will give up their sub-combination (previously known as Kombi 1A) - which will primarily benefit SN. Whether they will also benefit the most in terms of sales is unclear, as the internal distribution key is unknown. However, the SNs do not appear to be at a disadvantage here either. Two things point to this: although the NOS combined discount will be increased by 1 percent to 12 percent compared to the current discount in Combi 1B (Landbote, TZ, SN), this is still less than the 15 percent that TZ and Landbote offered this year for booking their two-syllable combination. The fact that SN is also increasing its single rate by almost two percent next year, while Landbote and TZ are maintaining their current price level, also indicates a certain degree of concession on the part of the Tamedia-affiliated titles. The NOS combined discount on job ads is now 19 percent (compared to 15 percent in the current Combi 1B), while the new combined discount for color ads in the Friday real estate supplement is around 37 percent (previously 11 percent).
But what are the trump cards that SN was able to play in the negotiations? Firstly, the fact that TZ and Landbote only reach a circulation of 100,000 copies together with SN - a figure that still counts in the national advertising market. But this figure is also important so that the NOS can step out of the shadow of the Zürcher Landzeitung, which is close to the NZZ and has a circulation of 107,000.
Another trump card was probably Schaffhausen television. Tamedia, whose Tele Züri wants to apply for the new TV region of north-eastern Switzerland, is probably interested in winning over Schaffhausen Television for the mandatory Schaffhausen window. More for strategic reasons than for reasons of content - to strengthen the relationship with the Schaffhausen media house. But the latter tended towards the project of ZüriPlus, Goldbach Media and RingierTV. At least so far. Whether it will stay that way remains to be seen. "Once again, everything is in a state of flux," says SN publisher Norbert Neininger. By which he is probably implying that the topic of TV was also discussed in the course of the NOS combination negotiations. Just like the issue of Zuvo's presence in the Munot town (see interview), where a change is probably already in the offing: either the early delivery organization of Tamedia and NZZ will withdraw from Schaffhausen or there will be a cooperation between it and Neininger's Schazo.
Markus Knöpfli
Strengthening localWhile the NOS
The editorial cooperation is limited to an agreement between Landbote and Thurgauer Zeitung on a joint cover section. However, there is a need for expansion at local and regional level. To this end, Landbote has created 3.5 new editorial positions and massively expanded the local section. "We are strong in the local and regional areas," says Editor-in-Chief Colette Gradwohl about the expansion, which she sees as a response to the impact of free titles such as 20 Minuten and heute. With the words "more Thurgau every day", Ursula Fraefel, Editor-in-Chief of the Thurgauer Zeitung, also makes a strong case for local news on the TZ website. The TZ readership has occasionally been observed picking out the local section and just skimming the rest of the paper. The paper wants to remedy this situation with more local topics from October 31. Following the change in layout of the TZ at the beginning of the year, which has become much more like the Landbote, too much local content has obviously fallen by the wayside. (rw)
See also
"We remain independent"
But what are the trump cards that SN was able to play in the negotiations? Firstly, the fact that TZ and Landbote only reach a circulation of 100,000 copies together with SN - a figure that still counts in the national advertising market. But this figure is also important so that the NOS can step out of the shadow of the Zürcher Landzeitung, which is close to the NZZ and has a circulation of 107,000.
Another trump card was probably Schaffhausen television. Tamedia, whose Tele Züri wants to apply for the new TV region of north-eastern Switzerland, is probably interested in winning over Schaffhausen Television for the mandatory Schaffhausen window. More for strategic reasons than for reasons of content - to strengthen the relationship with the Schaffhausen media house. But the latter tended towards the project of ZüriPlus, Goldbach Media and RingierTV. At least so far. Whether it will stay that way remains to be seen. "Once again, everything is in a state of flux," says SN publisher Norbert Neininger. By which he is probably implying that the topic of TV was also discussed in the course of the NOS combination negotiations. Just like the issue of Zuvo's presence in the Munot town (see interview), where a change is probably already in the offing: either the early delivery organization of Tamedia and NZZ will withdraw from Schaffhausen or there will be a cooperation between it and Neininger's Schazo.
Markus Knöpfli
Strengthening localWhile the NOS
The editorial cooperation is limited to an agreement between Landbote and Thurgauer Zeitung on a joint cover section. However, there is a need for expansion at local and regional level. To this end, Landbote has created 3.5 new editorial positions and massively expanded the local section. "We are strong in the local and regional areas," says Editor-in-Chief Colette Gradwohl about the expansion, which she sees as a response to the impact of free titles such as 20 Minuten and heute. With the words "more Thurgau every day", Ursula Fraefel, Editor-in-Chief of the Thurgauer Zeitung, also makes a strong case for local news on the TZ website. The TZ readership has occasionally been observed picking out the local section and just skimming the rest of the paper. The paper wants to remedy this situation with more local topics from October 31. Following the change in layout of the TZ at the beginning of the year, which has become much more like the Landbote, too much local content has obviously fallen by the wayside. (rw)
See also
"We remain independent"
