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Advertising alliance under online regional newspapers closed



Advertising alliance under online regional newspapers closed


Around 150 German daily and regional newspapers from 34 publishers have joined forces in a new mega-alliance to market their online presence. Under the umbrella of the Online Marketing Service (OMS) marketing group, advertisers are to achieve “Germany-wide coverage” on the Internet portals of the media houses with just one booking experience in print as well as in the online sector, which is also economically driven, “explains Volker Nickel, spokesman for the Central Association of the German Advertising Industry (ZAW).

The tendencies towards regional offers on the Internet are nevertheless also reflected in the advertisers. “Regionality remains an important factor for brand communication. In doing so, account must be taken of the use that is developing in parallel with advertising in the regional area, ”says Nickel. According to the expert, the online area shows a similar structural development of local, regional and supra-regional offers as it also exists with print publications. Due to the increasing dovetailing of print and online, their combination in advertising has a future. “The two areas are closely interwoven. The media are moving closer to each other, ”said Nickel.

The market share of regional and local newspapers on the Internet is still relatively small in terms of user numbers, but it is on the rise. According to the OMS, the alliance of the individual sheets reaches around 9.2 million users per month. This makes the association the largest marketer of editorial websites for regional titles. In addition to WAZ, publishers such as Dumont, Echo and RP-Online are also involved in the merger. Your alliance aims to attract advertisers who want to achieve national coverage on a regional basis. The focus of the OMS is therefore not small advertisements from regional providers but established and large brands that want to be carried into the local area. pte