Good start today
Free Newspaper: The launch of Ringier's evening free newspaper appears to have been a success. This is shown by an interim survey by WEMF.
Free press The launch of Ringier's free newspaper in the evening appears to have been a success. This is shown by an interim survey by Wemf. Bernhard Weissberg, coach from the very beginning and editor-in-chief of Ringier's Abendblatt Heute, is visibly satisfied with the results of his product. "Initially, there was a certain risk as to whether there was even a need for an evening newspaper." After six months, however, the response from the public has been good. According to the Wemf special study, the paper already reaches 211,000 readers. 53 percent of readers are between 14 and 34 years old. According to Weissberg, the circulation fluctuates between 170,000 and 190,000 distributed copies, after temporarily dropping to 110,000 last summer. Weissberg speaks of a "permanent increase in circulation". In terms of distribution, the 600 locations targeted for the distribution boxes have not yet been reached. He estimates the number at around 400 plus an additional 100 at special distribution points in buildings. "Distribution is a constant learning process," says Weissberg. Constantly testing the most suitable locations takes time, but the paper has successfully positioned itself with its regional editions in the Basel, Berne and Zurich media triangle and, together with Blick in the KombiNation advertising network, also achieves even coverage throughout German-speaking Switzerland in the advertising market.
As expected, Weissberg considers the overlap between the readership of Heute and Blick to be small. The potential for synergy between the two titles was also repeatedly explored. "But I agreed with Blick editor-in-chief Werner de Schepper that everyone should push their own title." Once the situation has calmed down after the start-up phase of Heute, further options will be discussed. So far, there are synergies in the online area. For example, the Heute chat is also available online on Blick. From the outset, Heute has taken into account the regional needs of the three cities in terms of advertising space, event and nightlife tips. However, regionalization is still happening "on a small scale", says Weissberg.
Compared with the launch of 20 minutes in French-speaking Switzerland, Heute is slightly worse off. The Tamedia product reached 250,000 readers after six months.
René Worni
As expected, Weissberg considers the overlap between the readership of Heute and Blick to be small. The potential for synergy between the two titles was also repeatedly explored. "But I agreed with Blick editor-in-chief Werner de Schepper that everyone should push their own title." Once the situation has calmed down after the start-up phase of Heute, further options will be discussed. So far, there are synergies in the online area. For example, the Heute chat is also available online on Blick. From the outset, Heute has taken into account the regional needs of the three cities in terms of advertising space, event and nightlife tips. However, regionalization is still happening "on a small scale", says Weissberg.
Compared with the launch of 20 minutes in French-speaking Switzerland, Heute is slightly worse off. The Tamedia product reached 250,000 readers after six months.
René Worni
