Commuter sheets are still looking for advertisements and readers
20 minutes makes bait and switch offer and Metropol home delivery
20 Minuten makes bait-and-switch offer and Metropol home deliveryThe commuter newspaper 20 Minuten is apparently having trouble getting up to full speed in the acquisition of classified advertising in Bern and Basel. In any case, the paper is baiting new classified customers with a free offer throughout February. Conversely, at least in Basel, Metropol is trying to reach other, albeit less mobile, reader segments by distributing its newspaper in mailboxes. "One-time offer for new customers - free ads in 20 Minuten," reads an e-mail sent out by 20 Minuten Bern and Basel at the beginning of February. The text specifies that the offer is only valid in February, only "for new customers from the real estate and job industry" and for a single advertisement.
But the time of introductory promotions and discounts is over for commuter newspapers. But why doesn't 20 Minuten stick to it? "The introductory period from October to December 2000 was a bit short, the classified section needs another chance," says advertising manager Hans-Peter Thoma, explaining the campaign. He does not want to rule out further such offers, but nothing is planned, he says.
Metropol distributes "surplus copies" to mailboxes
Metropol has apparently taken a completely different route: since the beginning of February at the latest, at least in the half-canton of Basel-Stadt, part of the circulation of this commuter paper has been placed in mailboxes by the car, which is likely to lead to a dilution of the target group. WerbeWoche was able to ascertain for itself that the paper is being systematically distributed in three Basel neighborhoods from about eight o'clock in the morning into all mailboxes without stop stickers. "This has recently been done throughout the city," explains a distributor in a metropolitan jacket.
"Mistake, this does not correspond to our ideas. I will look into it," says Metropol managing director Urs Zeier. Metropol's goal is to reach the mobile people on the street. However, Zeier also admits that the colporteurs are instructed to "distribute excess copies to individual households.
Markus Knöpfli
Caption:20 Minuten Basel on February 19: No Immbolien and only two job ads - despite free offer for new customers.
But the time of introductory promotions and discounts is over for commuter newspapers. But why doesn't 20 Minuten stick to it? "The introductory period from October to December 2000 was a bit short, the classified section needs another chance," says advertising manager Hans-Peter Thoma, explaining the campaign. He does not want to rule out further such offers, but nothing is planned, he says.
Metropol distributes "surplus copies" to mailboxes
Metropol has apparently taken a completely different route: since the beginning of February at the latest, at least in the half-canton of Basel-Stadt, part of the circulation of this commuter paper has been placed in mailboxes by the car, which is likely to lead to a dilution of the target group. WerbeWoche was able to ascertain for itself that the paper is being systematically distributed in three Basel neighborhoods from about eight o'clock in the morning into all mailboxes without stop stickers. "This has recently been done throughout the city," explains a distributor in a metropolitan jacket.
"Mistake, this does not correspond to our ideas. I will look into it," says Metropol managing director Urs Zeier. Metropol's goal is to reach the mobile people on the street. However, Zeier also admits that the colporteurs are instructed to "distribute excess copies to individual households.
Markus Knöpfli
Caption:20 Minuten Basel on February 19: No Immbolien and only two job ads - despite free offer for new customers.
