Neue LZ exerts more influence
Neue LZ and Publicitas agree on a new cooperation model for the advertising business
Neue LZ and Publicitas agree on a new cooperation model for the advertising businessThe Neue Luzerner Zeitung (Neue LZ) and Publicitas (P) have terminated their management contract one year before it expires and agreed on a new cooperation model that applies with immediate effect. P will continue to manage the advertising business, but this will now be under the management of Neue LZ. The new agreement was preceded by two years of negotiations, and under the new model a joint management committee with equal representation will be set up at both strategic and operational level. It is noteworthy that both bodies are headed by Neue LZ (see also page 5). Karl Angst will remain the contact person for advertisers.
Neue LZ is thus assuming responsibility for the advertising business, which will become more transparent for it, and last but not least, the new contract should also be more financially interesting for Neue LZ.
The new regulation amounts to profit sharing
From P's point of view, however, the new contract has two main advantages, according to P General Director Ernst Grab: Firstly, Publicitas can secure its cooperation with the largest provider in Central Switzerland for the longer term (although Grab does not want to specify the duration of the contract); secondly, the strategies in the advertising business and in publishing marketing can be better coordinated in future. "In the past, this hasn't always worked optimally on both sides," says Grab. In the medium term, P Luzern will therefore move its activities to the LZ Medien Holding site.
From a financial perspective, Grab estimates the new situation for Publicitas to be "roughly the same as before". No wonder: for P, the new model amounts to a kind of profit sharing after compensation for its services. It will therefore only see more money if the better strategy coordination also leads to more revenue.
The LZ model has similarities with the forms of cooperation that P maintains with Edipresse or Le Temps. In terms of parity, however, it goes the furthest. "For us, it certainly means opening up in the direction of partnership-based cooperation," says Grab. This is why the LZ model will probably also become the basis for cooperation elsewhere - in St. Gallen, for example.
Markus Knöpfli
Neue LZ acquires stake in Swissclick
Neue LZ is thus assuming responsibility for the advertising business, which will become more transparent for it, and last but not least, the new contract should also be more financially interesting for Neue LZ.
The new regulation amounts to profit sharing
From P's point of view, however, the new contract has two main advantages, according to P General Director Ernst Grab: Firstly, Publicitas can secure its cooperation with the largest provider in Central Switzerland for the longer term (although Grab does not want to specify the duration of the contract); secondly, the strategies in the advertising business and in publishing marketing can be better coordinated in future. "In the past, this hasn't always worked optimally on both sides," says Grab. In the medium term, P Luzern will therefore move its activities to the LZ Medien Holding site.
From a financial perspective, Grab estimates the new situation for Publicitas to be "roughly the same as before". No wonder: for P, the new model amounts to a kind of profit sharing after compensation for its services. It will therefore only see more money if the better strategy coordination also leads to more revenue.
The LZ model has similarities with the forms of cooperation that P maintains with Edipresse or Le Temps. In terms of parity, however, it goes the furthest. "For us, it certainly means opening up in the direction of partnership-based cooperation," says Grab. This is why the LZ model will probably also become the basis for cooperation elsewhere - in St. Gallen, for example.
Markus Knöpfli
Neue LZ acquires stake in Swissclick
The online advertising operator Swissclick AG is expanding its shareholder base. In addition to the Basler Mediengruppe, Edipresse, NZZ and Publicitas, Neue Luzerner Zeitung AG will also acquire a 20 percent stake in Swissclick in the first quarter of 2001. The investment will be made by means of a capital increase. Swissclick wants to anchor its platform in the most important Swiss economic areas. Edipresse will therefore open its own portal in French-speaking Switzerland in cooperation with Swissclick. Cooperation talks are also underway with other publishing houses.
