The lockdown measures to contain the Corona pandemic resulted, among other things, in reduced mobility of the population and repeated restaurant and kiosk closures lasting several weeks. According to Ringier Advertising, the closure of restaurants, hairdressing salons and doctors' surgeries reduced the number of second and third readers per copy, while the closed newsstands led to a sharp reduction in single-copy sales.
The SonntagsBlick as a Sunday title with the highest single-sales share of 26.3 percent, was particularly hard hit by this measure. In response to this development, Ringier Advertising has decided to reduce the advertising prices of various print titles accordingly from the beginning of 2022, according to a statement. Thus, the advertising prices for the SonntagsBlick, which Swiss Illustrated and L'illustré reduced by 14% to 17%.
Managing Director Thomas Passen is confident: "Despite declining readership figures, our fully paid subscribed circulation remains at a stable level."
In the future, too, advertisers should pay attention to a balanced mix of print and digital when booking advertising. Print is still an incredibly strong tool for certain target groups, as is regularly shown in the evaluation of campaigns.