Rethink discounts

Discount policy Because more and more publishers and even Publicitas are offering media agencies forms of remuneration or fees, the Swiss Advertising Association (SWA) is concerned about the independence of media planners. "The SWA is sticking to its stance that the clients pay the media agencies - and no one else," says SWA Director Jürg Siegrist after an SWA board meeting. The consequence from the SWA's point of view: direct booking or handling fees are merely further discounts and must be passed on to the clients. Siegrist therefore demands full transparency on the part of publishers and agencies, but the SWA does not stop at appeals. It decided to take a close look at the entire discount and rebate system in the industry and to rethink the system from the ground up. Whether annual sales premium, consultant commission, volume discounts, handling and direct booking compensation - everything is up for discussion.