With an alliance for western expansion
Newspapers Having reached its eastern limit in St. Gallen, 20 Minuten is now putting out feelers to the west.
Newspapers Having reached its eastern limit in St. Gallen, 20 Minuten is now putting out feelers to the west.Tamedia is in talks with Edipresse about expanding the commuter newspaper 20 Minuten into western Switzerland. 20 Minuten boss Rolf Bollmann confirmed to the western Swiss daily newspaper Le Temps that he recently met Edipresse director Tibère Adler and Théo Bouchat, director of Le Matin and the Edipresse newspapers, near Geneva together with Tamedia boss Martin Kall. The main topic of discussion was a possible launch of the commuter paper in French-speaking Switzerland, but Edipresse is not willing to confirm the meeting. And Bollmann emphasizes that the Zurich-based company is still in the analysis phase. They could not simply adopt the Swiss-German concept, but had to create a product adapted to the French-speaking Swiss mentality. So it makes sense to talk to the market leader there.
Bollmann could not be reached by Werbewoche on Tuesday. Nevertheless, if 20 Minuten ventures west, it will probably be with one or two editions for the urban centers of Lausanne and Geneva. And should Edipresse show no interest or prefer its own project, Tamedia would, according to Bollmann, look for another partner or jump over the Röstigraben on its own.
Since the launch of 20 Minuten in Zurich in 1999, the prevailing opinion in both German-speaking and French-speaking Switzerland has been that the small market in French-speaking Switzerland is not worthy of such a title, especially as there are hardly any large agglomerations here and, above all, no comparable commuter flows. However, the greater Zurich area was always used for such comparisons. In the meantime, however, 20 Minuten has also been able to establish itself in smaller areas; St. Gallen will confirm this trend.
No wonder, it now sounds different in French-speaking Switzerland. In fact, according to the last census, "Greater Geneva" is in second place after Zurich and Lausanne is in fifth place, well ahead of Lucerne and St. Gallen. And commuter traffic between Lausanne and Geneva, as well as from Vaud to Lausanne, is becoming increasingly important. The more than 30,000 commuters from France who work and consume in Geneva every day represent further potential.
There are also realistic opportunities in the advertising market. Major customers who already book 20 Minuten will welcome the advantages of national booking. After the disappearance of Swisspool, the industry would suddenly have a national offering in the daily press sector again. And one with a clear target group, the young and young at heart.
The category advertisements from Geneva and Lausanne represent another important potential. According to reports, a number of well-known customers have been waiting for an alternative to the existing offer for some time.
The question remains as to whether Hersant might become a Tamedia partner instead of Edipresse. In any case, Philippe Hersant emphasized at a press conference on Monday that he wants to grow further in French-speaking Switzerland after Neuchâtel and Nyon. In addition to the local television station Léman Bleu in Geneva, he also explicitly expressed interest in free newspapers. A collaboration with 20 minutes in France, where former 20 minutes shareholder Schibsted has been active since 2002, would also be possible. The total circulation of the seven editions there is 775,000 copies, with the latest research confirming over two million readers.
Either way, the experts in French-speaking Switzerland are convinced (but cannot be quoted) that 20 minutes is coming - and most of them think it will be this year.
20 minutes, made in Switzerland, is probably just a matter of time.
Constant Pochon, Geneva
Bollmann could not be reached by Werbewoche on Tuesday. Nevertheless, if 20 Minuten ventures west, it will probably be with one or two editions for the urban centers of Lausanne and Geneva. And should Edipresse show no interest or prefer its own project, Tamedia would, according to Bollmann, look for another partner or jump over the Röstigraben on its own.
Since the launch of 20 Minuten in Zurich in 1999, the prevailing opinion in both German-speaking and French-speaking Switzerland has been that the small market in French-speaking Switzerland is not worthy of such a title, especially as there are hardly any large agglomerations here and, above all, no comparable commuter flows. However, the greater Zurich area was always used for such comparisons. In the meantime, however, 20 Minuten has also been able to establish itself in smaller areas; St. Gallen will confirm this trend.
No wonder, it now sounds different in French-speaking Switzerland. In fact, according to the last census, "Greater Geneva" is in second place after Zurich and Lausanne is in fifth place, well ahead of Lucerne and St. Gallen. And commuter traffic between Lausanne and Geneva, as well as from Vaud to Lausanne, is becoming increasingly important. The more than 30,000 commuters from France who work and consume in Geneva every day represent further potential.
There are also realistic opportunities in the advertising market. Major customers who already book 20 Minuten will welcome the advantages of national booking. After the disappearance of Swisspool, the industry would suddenly have a national offering in the daily press sector again. And one with a clear target group, the young and young at heart.
The category advertisements from Geneva and Lausanne represent another important potential. According to reports, a number of well-known customers have been waiting for an alternative to the existing offer for some time.
The question remains as to whether Hersant might become a Tamedia partner instead of Edipresse. In any case, Philippe Hersant emphasized at a press conference on Monday that he wants to grow further in French-speaking Switzerland after Neuchâtel and Nyon. In addition to the local television station Léman Bleu in Geneva, he also explicitly expressed interest in free newspapers. A collaboration with 20 minutes in France, where former 20 minutes shareholder Schibsted has been active since 2002, would also be possible. The total circulation of the seven editions there is 775,000 copies, with the latest research confirming over two million readers.
Either way, the experts in French-speaking Switzerland are convinced (but cannot be quoted) that 20 minutes is coming - and most of them think it will be this year.
20 minutes, made in Switzerland, is probably just a matter of time.
Constant Pochon, Geneva
