Metropool and view slightly more expensive
Advertising Rates: Even the biggest players in the Swiss print industry have now published their rates for 2006.
29.1 percent to 27.9 percent (mainly due to the Berner Zeitung,
which lost significant range), its bw tariff remains at
previous level, but at least the price for a four-color
Full-page ad reduced by 10 percent. This means that the
Thousand reader price (TLP) at a vf site 46.59 francs. To the
Comparison: At 20 minutes, the TLP costs 34.39 francs - and that's
readers in Eastern Switzerland are not even included because they have not yet been
shown. There is something else to bear in mind with Metropool: As with
many other titles that are switching to the new tariff system.
Here, too, there is an increase in price via the color millimeter price. Only
Standard formats receive a discount.
Cheaper Mittelland newspaper
This is also the case with the Mittelland Zeitung (MZ), but here the
Price reduction for the four-color full-page 15.3 percent and thus
significantly more than elsewhere. In addition, the MZ also has a bw area
Discount on fixed formats - with the same b/w millimeter rate
(4.65 francs). The significant reductions are granted even though the
overall performance of the association is growing slightly. The reason is clear:
MZ wants to position itself even better in the national market.
It is interesting to note that the MZ partners in the local market are different.
behave: Oltner Tagblatt, Solothurner Zeitung and Zofinger Tagblatt
(ZT) are increasing their prices without switching to the new tariff system.
However, the ZT offers a specialty: it not only keeps the price
for a four-color advertisement, but will use it from August, when the
new rotary machine is put into operation, still by 6 percent
reduce. And the Aargauer Zeitung, the fourth partner in the MZ network,
is switching to the new system, but without the full-page tariffs.
to change significantly. Despite the increase in performance
reduction, primarily in order to save a round sum of Swiss francs.
reach.
Less advisory commission
Blick is also lowering its rates in the sw and vf areas, but
only superficially, because at the same time the
Advisory Commission/JUP reduced from 15 to 5 percent. This runs in the
The final effect for the advertiser is a gentle rate increase of 0.6
percent. And since the SonntagsBlick rates remain the same,
the price for the power duo (SoBli and Blick together) is reduced
by just over 5 percent.
It is interesting to take a look at the Thurgau battlefield: it says
Thurgauer Zeitung has now decided to switch to the new tariff system.
and offers a vf site 5.2 percent cheaper. The St.
Galler Tagblatt reduces the page price of its daily newspaper for the canton
Thurgau by 28.3 and 10.1 percent respectively. This corresponds to less
a combat measure rather than an adjustment to reality: The
Tagblatt has about half as many readers as the TZ.
Markus Knöpfli
