Advertising premiere for NZZ front page
An unusual outfit for the Neue Zürcher Zeitung: For the first time in its history, the newspaper placed a full-page advertisement on its front page on Saturday.
Porsche's advertising message is followed by the NZZ front page on page 3. The NZZ media group is aware that advertising on the front page is conspicuous. Therefore, this form of advertising will only be used very selectively in the NZZ, NZZ spokeswoman Myriam Käser told the news agency SDA in response to an inquiry.
The reasons for the unusual presentation are financial. Without advertising revenue, subscription prices would rise in the short term, they say. The advertising landscape has changed in recent years and less money is flowing into print advertising. "Against this background, new forms of advertising are also in demand," Käser said. He added that it is important to the NZZ that paid and independently researched content are clearly separated. With cover advertising, journalistic independence remains fully protected, he said. Nothing changes in the scope and content of the reporting.
There is no information about what the customer pays for the prominent advertising appearance. The same car manufacturer also bought the first two pages of the French-speaking Swiss newspaper Le Temps on Saturday. (SDA/hae)
Photo NZZ building: Matthias Wäckerlin, NZZ
