Urs Gossweiler zeigt mit der Jungfrauzeitung sehr erfolgreich, wie Lokaljournalismus tragfähig funktionieren kann. Der Versuch das Konzept auf Obwalden und Nidwalden (www.onz.ch) zu übertragen, wurde jetzt allerdings eingestellt, weil es finanziell nicht tragfähig funktioniert hat. In den letzten zwei Jahren wurde das Budget von 3 Millionen Euro aufgebraucht.
Urs Gossweiler und der Verwaltungsratspräsident Thomas Gasser sprechen allerdings gewohnt offen über die Probleme (und Erfolge), die man in den letzten zwei Jahren hatte. Den Hauptgrund für das Scheitern sehen beide im schnellen und flexiblen Verhalten der Konkurrenz, wie sie fast anerkennend feststellen:
Der frische publizistische Wind hatte zur Folge, dass die beiden Kopfblätter der Neuen Luzerner Zeitung ihr Angebot seit dem Start der ONZ massiv ausgebaut haben. Statt wie zuvor auf rund zwei Seiten berichten sie nun auf bis zu acht Seiten täglich über Nidwalden und Obwalden. Die publizistische Konkurrenz der ONZ hat also sowohl die Qualität als auch das Volumen der Berichterstattung der beiden Kopfblätter massiv gesteigert, was sehr erfreulich ist.
(..)
Ausserdem reagierte die Konkurrenz gut und schnell, was die Etablierung der ONZ im Markt zusätzlich erschwerte. Die Tageszeitung verbündete sich zuletzt mit den im Markt vorhandenen Gratisanzeigern und eröffnete mit Kombi-Angeboten einen Preiskampf, in dem die ONZ Obwalden und Nidwalden Zeitung trotz Korrekturen an der eigenen Preisgestaltung schlicht chancenlos war. Die budgetierten Ertragsziele konnten unter diesen Voraussetzungen nicht erreicht werden.
Allerdings darf man auch nicht übersehen, dass die angepeilte Abonnentenzahl bis zum Schluss deutlich hinter den Erwartungen zurückgeblieben ist:
Wirtschaftlich konnte die ONZ ihre Ziele von Anfang an nicht erreichen. Gemäss dem Businessplan war es das Ziel, im ersten Geschäftsjahr rund 4000 Abonnenten zu gewinnen und diese Zahl bis ins dritte Geschäftsjahr auf 8000 zu steigern. Doch die Zahl der Abonnenten pendelte sich bei 3000 ein.
3.000 Abonnenten in einem kleinen Gebiet zu überzeugen, während die meisten anderen durchgängig mit einer deutlich rückläufigen Entwicklung zu kämpfen haben, ist trotz allem ein riesen Erfolg. Man kann darüber streiten, ob der Konkurrenzdruck in den Gebieten schlicht zu hoch war und die Paketangebote und der Zusammenschluss der Konkurrenten durch den gemeinsamen Vermarkter Publicitas, den Erfolg verhindert haben.
Sowohl Vermarkter, wie auch die Lokalzeitung haben mit allen ihnen zur Verfügung stehenden Möglichkeiten das Projekt Mikrozeitung aus dem Markt gedrückt. Das ist ihr gutes Recht und war auch gut gemacht.
Immerhin haben sich Gossweiler und Team den Humor nicht ganz nehmen lassen und einen tollen Abschiedsbanner gestaltet:
Das komplette Interview kann man auf der drehscheibe nachlesen. Den aufschlussreicheren “Abschiedstext” gibt es direkt bei onz.ch und einige Hintergründe bei der Jungfrauzeitung.ch
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