Platonic partners
Cross-media campaigns for «Kassensturz» and «Puls» are shifting away from “Saldo” and toward “K-Tipp” and “Schweizer Familie.” No advertising packages are planned.
Crossmedia "Kassensturz" and "Puls" are turning away from Saldo and towards K-Tipp and Schweizer Familie. In future, the 800,000 weekly "Kassensturz" viewers will be linked to the 1.1 million K-Tipp readers, and the average 32.3 percent market share of the program Puls to the 707,000 readers of Schweizer Familie (SF). However, anyone hoping that sexy sponsorship and advertising packages would beckon in the face of such super figures is way off the mark.
In this respect, these new partnerships must be described as platonic; there are no joint sponsorship or advertising offers. "The products are too different for that," states SF-DRS editor-in-chief Ueli Haldimann clearly. "I'm not a marketing person, but so far I haven't noticed any demand for such offers," adds René Schuhmacher, owner of the publishing house KI Konsumenteninfo AG, which publishes the titles Puls-Tipp, K-Tipp and Saldo, among others. "There are currently no plans for advertising or sponsoring combinations," confirms SF Publishing Director Sari Simola.
Why the super-rich?
wide cumulation as of October 1, 2004? It is hoped that viewers and readers will benefit more, while the editorial teams will gain impetus thanks to the exchange of know-how and contacts. And the references in the programs and magazines to the respective partner magazine should also support their own marketing. No one expects an increase in viewers or readership; Haldimann, for example, merely speaks of "added value and stronger viewer and reader loyalty".
Saldo lost a significant number of readersThe example of Saldo shows that there is hardly much more to it. The advertising-free magazine, which does not report readership figures, saw its certified circulation drop by 16,000 to 148,000 copies from 2002 to 2003. Publisher René Schuhmacher believes he knows why: "Saldo had to consolidate financially after the three-year start-up phase, which is why we dispensed with all advertising."
So far so good. But now Saldo was regularly mentioned in "Kassensturz", the "most successful weekly magazine" on SF DRS (original SF DRS quote) and in "Puls", the "most successful medical program in Switzerland" (original SF DRS quote). And this concentrated advertising is supposed to have achieved nothing? "You could say that," confirms Schuhmacher. "The mention in the program had no direct effect on circulation. Whether a magazine is bought depends primarily on its content."
But why is he now making K-Tipp available as a partner? Schuhmacher: "Because we have learned and changed the partnership concept." Saldo had brought 4 "Kassensturz" pages, 4 "Puls" pages and 24 pages of its own. Often only what had already been shown on television was repeated. K-Tipp, on the other hand, will retain editorial sovereignty in the new partnership. "As in the past, we will concentrate on providing additional information to the 'Kassensturz' reports. We have always been successful with this concept."
Saldo replaced: "Kassensturz" gets a platform at K-Tipp and "Puls" one at Schweizer Familie.
Relaunch of Saldo should bring more serviceEven without the previous partners Kassensturz and Puls, Saldo remains
remains true to its concept. "It's also an advantage that the magazine is no longer divided into eight 'Kassensturz' pages, four 'Puls' pages and a few separate pages. Everything now comes from our own editorial team," says René Schuhmacher.
A relaunch is therefore planned for January 2005, the first since the launch in 1999. "We will improve the editorial content, especially the service section," he says.
Will Saldo subscribers migrate to K-Tipp in droves now that "Kassensturz" has been dropped? Schuhmacher doesn't think so, as he knows from reader surveys that Saldo readers are not necessarily "Kassensturz" viewers. "With Saldo, we have actually found an additional audience that either appreciates the ad-free magazine or the slightly different overall concept," explains the publisher.
In addition, according to a public survey, K-Tipp is still considered the print partner of "Kassensturz". Schuhmacher: "Five long years could not change this." (mk)
Markus Knöpfli
In this respect, these new partnerships must be described as platonic; there are no joint sponsorship or advertising offers. "The products are too different for that," states SF-DRS editor-in-chief Ueli Haldimann clearly. "I'm not a marketing person, but so far I haven't noticed any demand for such offers," adds René Schuhmacher, owner of the publishing house KI Konsumenteninfo AG, which publishes the titles Puls-Tipp, K-Tipp and Saldo, among others. "There are currently no plans for advertising or sponsoring combinations," confirms SF Publishing Director Sari Simola.
Why the super-rich?
wide cumulation as of October 1, 2004? It is hoped that viewers and readers will benefit more, while the editorial teams will gain impetus thanks to the exchange of know-how and contacts. And the references in the programs and magazines to the respective partner magazine should also support their own marketing. No one expects an increase in viewers or readership; Haldimann, for example, merely speaks of "added value and stronger viewer and reader loyalty".
Saldo lost a significant number of readersThe example of Saldo shows that there is hardly much more to it. The advertising-free magazine, which does not report readership figures, saw its certified circulation drop by 16,000 to 148,000 copies from 2002 to 2003. Publisher René Schuhmacher believes he knows why: "Saldo had to consolidate financially after the three-year start-up phase, which is why we dispensed with all advertising."
So far so good. But now Saldo was regularly mentioned in "Kassensturz", the "most successful weekly magazine" on SF DRS (original SF DRS quote) and in "Puls", the "most successful medical program in Switzerland" (original SF DRS quote). And this concentrated advertising is supposed to have achieved nothing? "You could say that," confirms Schuhmacher. "The mention in the program had no direct effect on circulation. Whether a magazine is bought depends primarily on its content."
But why is he now making K-Tipp available as a partner? Schuhmacher: "Because we have learned and changed the partnership concept." Saldo had brought 4 "Kassensturz" pages, 4 "Puls" pages and 24 pages of its own. Often only what had already been shown on television was repeated. K-Tipp, on the other hand, will retain editorial sovereignty in the new partnership. "As in the past, we will concentrate on providing additional information to the 'Kassensturz' reports. We have always been successful with this concept."
Saldo replaced: "Kassensturz" gets a platform at K-Tipp and "Puls" one at Schweizer Familie.
Relaunch of Saldo should bring more serviceEven without the previous partners Kassensturz and Puls, Saldo remains
remains true to its concept. "It's also an advantage that the magazine is no longer divided into eight 'Kassensturz' pages, four 'Puls' pages and a few separate pages. Everything now comes from our own editorial team," says René Schuhmacher.
A relaunch is therefore planned for January 2005, the first since the launch in 1999. "We will improve the editorial content, especially the service section," he says.
Will Saldo subscribers migrate to K-Tipp in droves now that "Kassensturz" has been dropped? Schuhmacher doesn't think so, as he knows from reader surveys that Saldo readers are not necessarily "Kassensturz" viewers. "With Saldo, we have actually found an additional audience that either appreciates the ad-free magazine or the slightly different overall concept," explains the publisher.
In addition, according to a public survey, K-Tipp is still considered the print partner of "Kassensturz". Schuhmacher: "Five long years could not change this." (mk)
Markus Knöpfli
