New distribution channel for publishers

In theory, the MyNewspaper concept offers new perspectives for publishers and advertisers with the customer-individual newspaper. Its target groups include several hundred thousand readers from Germany who live and work in Switzerland. “This model is particularly interesting for publishers working internationally in combination with digital printing,” said Max Rubens, head of Press International, another Swiss Post subsidiary. “After all, there will still be people in the future who attach importance to a printed newspaper and don't want to read everything on screen.”

But the proverbial jury is still out as to whether the project continues into 2013 and beyond. As of mid-September, “no decision [had] been made … ,” Bernhard Buerki, a spokesperson within Swiss Post’s media unit, reported via email, noting that “demand for the service and economic feasibility will be the most important criteria for the continuation of MyNewspaper.”

After the first six months, he admitted, Swiss Post had not “gained as many subscribers as we were expecting.” Buerki added that program changes have been made, based on customer surveys, including more newspapers from which to select content and a downward adjustment of pricing. (The printed version of MyNewspaper had started at the USD equivalent of $62/month, or about $2 per day/issue.)

“We are happy with the print quality and how the pilot is working out from the technical aspect in general,” Buerki shared.

Content repurposed with permission from Editor & Publisher, where it originally appeared this summer.