Tamedia ends cooperation with Publicitas

Tamedia's media release states: "Tamedia is terminating its cooperation with Publicitas AG and its affiliated companies with immediate effect. The reason is the increasing payment arrears on the part of Publicitas. Tamedia will inform all advertising customers who have booked advertising through Publicitas in recent weeks accordingly and ask them to make payments only directly to Tamedia."

Tamedia executives regret situation

Marcel Kohler, Head of Advertising & Commuter Media at Tamedia, is critical of the situation: "We very much regret having to end our cooperation with Publicitas. However, a long series of missed payment deadlines and unfulfilled promises, as well as the payment arrears that have accumulated over the last twelve months, leave us no other choice. "Christoph Zimmer, Head of Communications & Public Affairs at Tamedia, is also concerned: "Neither for us nor for the customers did we wish for this development - but we were forced to take this step." The goal now, he says, is to work with other major media companies to absorb Publicitas customers as well as possible. Christoph Zimmer would not comment on the exact amount of outstanding debts to Tamedia on the part of Publicitas. However, well-informed sources speak of liabilities amounting to several million francs, which Publicitas has not been able to service.

What does this mean for advertisers?

Advertisers who want to advertise in Tamedia products via Publicitas should contact the media company directly and not make any further payments to the intermediary.Overall, the situation is very annoying, says SWA Director Roland Ehrler: "Advertisers who have already booked and paid for ads via Publicitas will be very annoyed that their money has not reached the media. A second payment directly to the print titles is out of the question! With the decision to no longer work with Publicitas, it will be more complicated for advertisers who previously booked through this channel. They will now have to book Tamedia publications directly."

End of Publicitas in sight?

Whether Tamedia's decision could also have an impact on other Publicitas partners, and even whether it means the beginning of the end of the intermediary, Ehrler comments as follows: "Advertisers will now have to think twice before continuing to plan and book advertising campaigns through Publicitas. But Publicitas has done a lot of good for the print market in its more than 100-year history. At the same time, the Tamedia decision is of course a signal: "Tamedia, the largest private media company, seems to have lost its patience and is sending out a massive signal here today! This makes it very difficult for Publicitas, as an intermediary for print advertising, to remain a credible partner for other publishers and advertising clients!