Tamedia leads the way - Ringier follows suit
Ringier is thus acting identically to Tamedia - The media company announced yesterday that it would no longer be cooperating with Publicitas. It is doubtful how and whether the advertising intermediary will be able to recover from the loss of two important partners in such a short space of time, and it remains questionable whether advertising clients can continue to work with Publicitas if two of Switzerland's most important media houses now only place their ads via their own intermediaries (Admeira at Ringier and Goldbach at Tamedia).
What does this mean for advertisers?
The fact that both Tamedia and Ringier and Ringier Axel Springer Switzerland respectively are asking to pay advertising costs directly to the media companies adds to the uncertainty. In view of the Tamedia announcement, Publicitas quickly announced that customers should not comply with this request - the money should continue to flow to Publicitas. The attitude of Publicitas is likely to be similar in the case of Ringier, and it stands to reason that advertising clients will initially stop making any transactions at all until the fog has lifted. SWA Director Roland Ehrler takes a critical view of the situation: "With Tamedia and now Admeira terminating their cooperation, it is now very difficult for Publicitas, as an intermediary for print advertising, to remain a credible partner for advertising clients and the remaining publishers," says Ehrler.