Display stand: "Better available"
Display stands "Better availability "From next Monday, the commuter newspapers Metropol and 20 Minuten will also be available at kiosks on a trial basis - a stand-up or a stand-down? Basically, better availability
Better available" display stand
From next Monday, the commuter newspapers Metropol and 20 Minuten will also be available at kiosks on a trial basis - is this a stopgap?
Andy Lehmann: A stand-up display. Basically, the better availability of any medium is a stand-up display.
What does the newsstand presence mean for the image of free newspapers?
Lehmann: At first glance, this is of course an upgrade, as they are in an established environment at the newsstand. On the other hand, this also puts them in a qualitatively different environment, which could make the limited potential of the two titles more visible. They could therefore become the Cinderella of the newsstand display.
And what does the kiosk presence change for you as a media planner?
Lehmann: Nothing yet. Not until there is a massive change in circulation. Another question is whether the readership will change.
What do you think?
Lehmann: Both titles are now read by commuters; the readers are young, urban and mobile. But the average newsstand customer is a different type of person, slower and more aware. This could lead to a dilution. In this respect, I'm not sure whether the newsstand presence is so good for both titles.
How will the other publishers react?
Lehmann: I assume with a huge protest. Up to now, the kiosk has been a point of sale, not a giveaway. What's more, the attempt will also awaken justified claims from other publishers with free titles. I certainly wouldn't want to be in Kiosk AG's shoes.
Interview: Markus Knöpfli
From next Monday, the commuter newspapers Metropol and 20 Minuten will also be available at kiosks on a trial basis - is this a stopgap?
Andy Lehmann: A stand-up display. Basically, the better availability of any medium is a stand-up display.
What does the newsstand presence mean for the image of free newspapers?
Lehmann: At first glance, this is of course an upgrade, as they are in an established environment at the newsstand. On the other hand, this also puts them in a qualitatively different environment, which could make the limited potential of the two titles more visible. They could therefore become the Cinderella of the newsstand display.
And what does the kiosk presence change for you as a media planner?
Lehmann: Nothing yet. Not until there is a massive change in circulation. Another question is whether the readership will change.
What do you think?
Lehmann: Both titles are now read by commuters; the readers are young, urban and mobile. But the average newsstand customer is a different type of person, slower and more aware. This could lead to a dilution. In this respect, I'm not sure whether the newsstand presence is so good for both titles.
How will the other publishers react?
Lehmann: I assume with a huge protest. Up to now, the kiosk has been a point of sale, not a giveaway. What's more, the attempt will also awaken justified claims from other publishers with free titles. I certainly wouldn't want to be in Kiosk AG's shoes.
Interview: Markus Knöpfli
