Details on 20 Minutes/Le Matin Bleu merger

The merger of the two Swiss free dailies 20 Minutes and Le Matin Bleu will actually mean the closure of Le Matin Bleu.

In terms of readership this looks odd as Le Matin Bleu is better read (524,000 daily readers in the last surveyed period) against 470,000 for 20 Minutes. The circulation of both papers is between 220,00 and 230,00 copies.

Reason might be that Le Matin Bleu could be cannibalizing on paid paper Le Matin while 20 Minutes is a stronger brand in the whole of Switzerland as it is the marker leader in the German speaking part. Offering nationwide advertising would be easier with the combined 20 Minuten/Minutes titles.

In total 20 people of the total 70 staff members will lose their job according to Persoenlich.

It can take some time, however, before the closure will take place, half a year at least is needed because the Swiss media-competition authority has to approve the deal, some sources say it may even be the end of 2009.

2 Responses to “Details on 20 Minutes/Le Matin Bleu merger”

  1. Simone Says:

    “In terms of readership this looks odd as Le Matin Bleu is better read (524,000 daily readers in the last surveyed period) against 470,000 for 20 Minutes.”

    Actually it’s not so odd. The reason helds in 2 points:
    1. Le Matin Bleu was released 5 month before 20 minutes.
    2. The audience you tell about is right but if you have a look how it is calculated you’ll see that it represents a 1 year old audience (actually it was made between 1,5 year and 0,5 year) before they were released. And because both newspapers are quite young, a big difference is visible, due to the 5 month difference.

    But the reasons you say (Reason might be that Le Matin Bleu could be cannibalizing on paid paper Le Matin while 20 Minutes is a stronger brand in the whole of Switzerland as it is the marker leader in the German speaking part.) are also completely right.

    Please have a look next week on the next audience (published every 6 month), the audience should be much more closer. http://www.remp.ch

  2. Global newspaper crisis: Swiss edition | Save the New York Times Says:

    [...] the process of the merger the two commuting newspapers/metrosĀ  20 minutes and Le Matin Bleu will be combined. Persoenlich.com reports that at least 20 jobs will be lost due to the [...]