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Growing a local concept

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Growing a local concept

“We are in a very small market in Switzerland with only 0.3 percent of the country’s population,” amounting to 45,000 people, Gossweiler says. However, he says that despite the small size, the company has been quite successful and has a cash flow rate of 25 percent.

Gossweiler says his company founded that model 10 years ago, and for him, content is always king – specifically very local content.

Showing a picture of U.S. President Barack Obama, Gossweiler says: “This man has never been in our newspaper.” He then shows a picture of the local mayor and says: “This man is always in the paper.”

The same goes for major worldwide news events, Gossweiler says. For example, neither the tsunami that took place earlier this year or the September 11th attacks appeared in his newspaper. He says the most recent football World Cup provided a special challenge, but he says, “We organised a large public viewing, and we covered that.”

In essence, what his company has done is to separate the traditional newspaper sections (news, business, politics, sports) and bring a purely local focus to them.

The paper's content appears on various platforms (website, tablets, etc.), and twice a week the content from the website is imported into the printed newspaper, so it becomes “a physical website.”

While offering content on mobile, web TV, picture galleries and so on, Gossweiler says as many of those processes as possible are automated, which allows the company to spend more money on journalists to get more local content.

On the advertising side, Gossweiler says the focus is on local ads. “Our customers cannot chose the platform – every ad runs on all platforms,” he says. This gives them an advantage over Google, he notes, because Google doesn’t have print ads.

Gossweiler says he now wants to take the Jungfrau Zeitung concept and roll it out across Switzerland and beyond.

The plan is to divide Switzerland into seven areas and create local papers in each area using local partners. For Zurich, Gossweiler plans to divide the city into 12 zones – and do hyperlocal content in each of them.

Author

Brian Veseling's picture

Brian Veseling

Date

2011-10-15 10:57

Author information

The 71st World News Media Congress, the 26th World Editors Forum and the 3rd Women in News Summit took place from 1 - 3 June 2019 in Glasgow, Scotland.

In this blog, WAN-IFRA provides previews, interviews, summaries of the presentations and other useful information about the Congress.

Participants were also very active on Twitter throughout the event under the hashtag #wnmc19.

In 2011 the newspaper world gathered in Vienna, Austria for IFRA Expo 2011, 63rd World Newspaper Congress and 18th World Editors Forum.

This is the event's live blog.


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