Markus Somm plans "liberal-conservative" media project
Markus Somm, former editor-in-chief of BaZ, is currently raising funds for a new news portal that he plans to launch as a counterpoint to the «left-wing mainstream.» A print version is also in the works.
How the Switzerland at the weekend reported in the current issue, Somm is currently looking for 40 investors who are willing to pay 100,000 Swiss francs "for a top-class journalistic product. Its launch is planned for spring 2021.
Reason for Somm's efforts: The media is dominated by "the left-wing mainstream," the current Tamedia publicist says in the presentation he gives to potential funders. "Liberal, civic and pragmatic positions" are disappearing. The planned portal wants to counter this with "hard facts," "backgrounds with surprising perspectives" and "pointed opinions from the best authors." In addition, lifestyle topics will also find a place.
NZZ and Weltwoche are not enough
A counterpart to the Republic and Watson plans Somm. A lot of money has been invested in these portals in recent years - according to Somm, "digital publications with a left-liberal to distinctly left-wing orientation."
It is true that there are already media in Switzerland that have a similar target group in mind as he does. The NZZ However, it was "too brittle, too cerebral" and the Weltwoche was considered an SVP paper, had offended too many people.
Own agency for native advertising
The media product, which runs under the title "Säntis" in the presentation, is to be financed through the highest possible reach, which generates corresponding advertising revenues. Models such as native advertising or content commerce are to provide additional revenue. According to Schweiz am Wochenende, a separate agency will be launched for these activities. If everything goes according to plan, the break-even point will be reached in 30 months.
Open questions around further realization
However, as the newspaper writes, the business model could still change somewhat before the launch. The online head of the project, Peter Wälty, is said to have left after a dispute with Somm. Wälty, who was most recently digital chief of the View-Group, is a proponent of the reach model, which does not require readers to pay subscriptions.
It is also unclear how often and to what extent the promised, cost-intensive print edition will appear.
Lean editorial team
Speaking of costs, they are to be kept in check by a lean editorial team. Besides the two bosses - Somm and the future online boss - the presentation lists only six positions for journalists.
Opposite the Switzerland at the weekend Markus Somm is keeping mum about how far he is in his search for investors. "No comment," is his only comment. Nor can the assumption be confirmed that billionaire Christoph Blocher, who has already made common cause with Somm in connection with the Basler Zeitung, could provide financial start-up assistance. Blocher told the newspaper that he was "not in the picture" about a new media project by Somm.
