TA-Media increasingly relies on the brands' own strength
The Zurich media multinational takes leave of the portal idea
The Zurich media multinational says goodbye to the portal ideaAt about the same time that Blue Window and TA-Media reached agreement on their cooperation in the online business and the development of joint portals, TA-Media abolished the central entry page to its online titles. Previously, when users entered facts.ch or annabelle.ch, they were directed to a portal where the desired brand had a strong presence, but where content from the other publishing products was also prominently featured. Now the presences of the individual TA media brands have been separated more strongly from one another.
The individual online titles can be accessed directly by entering the corresponding URL and are once again pushed more strongly by their own online editorial teams. "These changes are only indirectly related to the cooperation with Blue Window," says Kurt W. Zimmermann, member of the management of TA-Media AG, when asked. On the Internet, you have to reassess your presence every six months. Even before the alliance with Blue Window, the company realized that it would be pointless to build a "real" portal entirely on its own.
The purpose of bundling the brands in the initial phase was to generate traffic and market the portal as an ideal advertising platform. Now the flow of visitors to the individual sites has increased, and TA-Media is once again relying more heavily on the brands' own power on the Internet. The outsourcing of the classifieds business to Winner Market AG had also contributed to the individual brands being able to concentrate more on their core competencies again. Clemens Hörler
Corrigendum
The individual online titles can be accessed directly by entering the corresponding URL and are once again pushed more strongly by their own online editorial teams. "These changes are only indirectly related to the cooperation with Blue Window," says Kurt W. Zimmermann, member of the management of TA-Media AG, when asked. On the Internet, you have to reassess your presence every six months. Even before the alliance with Blue Window, the company realized that it would be pointless to build a "real" portal entirely on its own.
The purpose of bundling the brands in the initial phase was to generate traffic and market the portal as an ideal advertising platform. Now the flow of visitors to the individual sites has increased, and TA-Media is once again relying more heavily on the brands' own power on the Internet. The outsourcing of the classifieds business to Winner Market AG had also contributed to the individual brands being able to concentrate more on their core competencies again. Clemens Hörler
Corrigendum
Internet Medien AG, Muttenz, holds a ten percent stake in the new Swiss online marketer adMaster Swiss AG, and not Internet Partner AG, as reported in the interview with Beat Alder (WW13/00).
