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On December 21st, the last issue of "Blick am Abend" will be published. Its digital channels are preserved. Thus, after the French "Morning", the second Swiss press release gives up its print base.
Soon to read on paper. (Image: Andreas Bodmer / NZZ)
The advertising market has shown too little interest for the "evening view". This is why Ringier abandons the print edition, as announced Wednesday the Zurich media group. The economic situation and the negative forecasts would have led to this decision, explained Alexander Theobald, COO of Ringier Switzerland. The measure concerns eleven people active in the field of production. Among other things, there is early retirement. Some of the columnists of the evening newspaper are hosted elsewhere.
Revised online advertising print
The digital channels of "Blick am Abend" will continue to be managed. According to Ringier, the corresponding activities on social networks are well received with "about 800,000 interactions per month"; an increased commitment is planned here. Advertising, including the so-called Native Advertising, works in this area. Whatever the case, Ringier reports a shift in advertising revenue in the digital market. Alexander Theobald believes that the band "Blick" will earn more money with online advertising next year than with the commercials "Blick" and "Sonntags-Blick".
However, investments in the editorial part of the digital "evening view" are weak. Four people are on the payroll. Their activity does not focus on the news, but on gay entertainment, which quickly become obsolete. The relevant categories here are "Good News", "Krass", "Super", "Jö" and "Funny Fail", which should appeal to young audiences.
Light to unpretentious entertainment also characterized the offer of the "Blick am Abend" print. His drink news for people working in public transport appeared in early June 2008. At that time, the newspaper replaced the fragile and less efficient predecessor called "today". That had been Ringier's answer to the booming free newspapers. The information specialist dealt with by boulevardesk first fought against the trend towards freedom, which was threatening more and more his core business.
After Scandinavian media groups began to attract the attention of Swiss commuters with "20 minuten" and "metro" at the turn of the millennium, various titles tried to locate in local metropolises, such as " .ch "," News "and" Cash daily ". ". The fierce competition finally won "20 minutes".
With the publication in the early evening, the "Blick am Abend" has not competed directly with such offers, but has nevertheless evolved in this segment. In the reader market, the "Blick am Abend" has managed to reach a relatively high range. He even managed to go beyond the "look". Recently, however, the number of online journalists has decreased. In this area, the "evening view" in terms of range and output compared to the "view" has played a minor role up to now.
The "Blick am Abend" is the second daily to say goodbye to the print area after the article "The Morning" in French-speaking Switzerland. In the light of economic developments, sooner or later other daily organs will probably follow this path.
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