Maili Wolf's "winning horse"
Newspapers Tamedia offered the magazine to BaZ and BZ. Without success. The head of the publishing house mimes composure.
Newspapers Tamedia offered the magazine to BaZ and BZ. Without success. The head of the publishing house mimes serenity, but anyone who asks Tamedia what further plans they have for the magazine will be met with a blank stare. "The matter is not yet ready for discussion," says deputy editor-in-chief Peer Teuwsen. So something is being done. On the one hand, the magazine has not been refreshed since 1999 (apart from a touch-up at the beginning of this year), and on the other hand, Tamedia asked the Berner Zeitung (BZ) and the Basler Zeitung (BaZ) last year whether they would like the magazine as a supplement. St. Galler Tagblatt and Neue Luzerner Zeitung were not asked, which makes it clear that the magazine should cover the golden triangle, but the answers from Basel and Bern were different from what Zurich had hoped for. The BZ is still "checking", as publishing director Franziska von Weissenfluh announced last week. They were quicker in Basel. According to BaZ publisher Matthias Hagemann, his paper is not dependent on the magazine. To be considered as a supplement, it would have to be "nationally positioned". BaZ also wants to have a say in publishing and editorial matters (see WW 23/04). "We would want to include Basel topics", says Hagemann, who also makes it clear that he expects "a positive solution for BaZ in terms of costs and distribution of any profits". And then he adds: "We have submitted our request, now it's Tamedia's turn again." In other words: an increase in the magazine's reach cannot be achieved without changing the concept.
Playing for time on both sides
But it seems that the ship has sailed in Zurich, now that the relaunches in Bern and Basel - the ideal time to introduce a new supplement - are (almost) over. Maili Wolf, publishing director of Tages-Anzeiger and Magazin, confirms that she has received the Basel requests, but claims that she is not (or no longer) interested in them. "The Tages-Anzeiger already has a wide reach," she says succinctly. And referring to the "growing volume of advertisements", she says: "Never change a winning horse." Only in response to the objection that the magazine is a loss-making business for Tamedia does she admit: "The magazine is not a cash cow. But it is also laboriously produced." And when asked about a change of concept, she becomes taciturn and, like Teuwsen, says: "The topic is not yet ripe for discussion."
Or rather postponed? The fact is: Tamedia will receive new printing presses in autumn 2005, which means that a comprehensive relaunch is also on the cards for the Tages-Anzeiger (four-color throughout). However, as the company is in any case giving fundamental thought to the status, function and task of a subscription newspaper, no stone will be left unturned when it comes to the supplements. BaZ and BZ have apparently also realized this, which is why they are not saying no, but are still "reviewing" or imposing conditions at an early stage.
Circulation well below a quarter of a million1999 brought the magazine a drastic experience: around a third of its circulation was lost because the BZ dispensed with the supplement. Since then, the magazine has lost a further 15 percent because the Tages-Anzeiger, the carrier newspaper, has been weaker. Today there are 236,569 copies (494,000 readers). If BaZ (new) and BZ (again) could be won as carriers, the circulation would catapult to a good 500,000 copies - no paid Swiss magazine reaches this level.
In terms of advertising volume, the magazine lost 35 percent between 2000 and 2003, compared to 51 percent for the Tagi. In the first five months of this year, the magazine gained back 5.8 percent, while the Tages-Anzeiger is still down 7.1 percent. (mk)
"Nothing ready to say": The Zurich magazine publishers are stepping aside for the time being.
Markus Knöpfli
Playing for time on both sides
But it seems that the ship has sailed in Zurich, now that the relaunches in Bern and Basel - the ideal time to introduce a new supplement - are (almost) over. Maili Wolf, publishing director of Tages-Anzeiger and Magazin, confirms that she has received the Basel requests, but claims that she is not (or no longer) interested in them. "The Tages-Anzeiger already has a wide reach," she says succinctly. And referring to the "growing volume of advertisements", she says: "Never change a winning horse." Only in response to the objection that the magazine is a loss-making business for Tamedia does she admit: "The magazine is not a cash cow. But it is also laboriously produced." And when asked about a change of concept, she becomes taciturn and, like Teuwsen, says: "The topic is not yet ripe for discussion."
Or rather postponed? The fact is: Tamedia will receive new printing presses in autumn 2005, which means that a comprehensive relaunch is also on the cards for the Tages-Anzeiger (four-color throughout). However, as the company is in any case giving fundamental thought to the status, function and task of a subscription newspaper, no stone will be left unturned when it comes to the supplements. BaZ and BZ have apparently also realized this, which is why they are not saying no, but are still "reviewing" or imposing conditions at an early stage.
Circulation well below a quarter of a million1999 brought the magazine a drastic experience: around a third of its circulation was lost because the BZ dispensed with the supplement. Since then, the magazine has lost a further 15 percent because the Tages-Anzeiger, the carrier newspaper, has been weaker. Today there are 236,569 copies (494,000 readers). If BaZ (new) and BZ (again) could be won as carriers, the circulation would catapult to a good 500,000 copies - no paid Swiss magazine reaches this level.
In terms of advertising volume, the magazine lost 35 percent between 2000 and 2003, compared to 51 percent for the Tagi. In the first five months of this year, the magazine gained back 5.8 percent, while the Tages-Anzeiger is still down 7.1 percent. (mk)
"Nothing ready to say": The Zurich magazine publishers are stepping aside for the time being.
Markus Knöpfli
