Offer sheet
An Offertenblatt is a newspaper for private classified ads that is distributed in Germany through press sales and train station bookshops, and in Switzerland through kiosks .
The content of offer sheets consists mainly of private classified ads that are classified. The income from the offer sheets consists of 30–50% from sales revenues and 50–70% from paid advertisements. An exception is the ANNONCE published in Aachen , which, according to its own statements, has been financed to more than 90% from sales revenues since it was founded in 1986.
General
The first offer papers were founded in Canada and the USA from 1970 , and in Germany from 1983. Here, the offer papers established themselves within a short time as high-selling properties with sales in metropolitan areas of up to 65 copies per 1000 households.
Basically, the following advantages of the category "offer sheets" are to be mentioned:
- The reader deliberately buys a sheet that only contains advertisements.
- High category competence, no division into advertisements and editorial.
- Above average reading time.
Most of the newspapers offer national and international advertisements that are handled via a network.
In the last few years most of the offer sheets have developed websites.
Various business models are offered, most of which charge the user for reading the latest advertisements. In general, the Internet was completely underestimated by most publishers in the first few years. The majority of offer sheet publishers were no exception. In the meantime, this attitude has changed to the view of the Internet as a strong competitor to the printed offer sheets. A promising counter-strategy has not yet been developed. Further pressure on the offer sheet business comes from the Internet auctions. In expert circles, an annual sales decline of over 10% p. a. adopted for the entire industry.
distribution
The distribution areas in Germany are regional, the minimum distribution area is an area with approx. Three million inhabitants. Here, too, the aforementioned Aachener Zeitung was an exception until February 2007, as the sales area was limited to just under one million inhabitants. Since February 2007, ANNONCE has also appeared in the greater Cologne and Bonn / Rhein-Sieg area, reaching more than three million residents.
Outside Germany, there are also offer sheets that are sold nationwide (Finland, Portugal, Anonse in Poland, the Fundgrueb in Switzerland ). In addition, in the last few years there have been offer sheets which are distributed nationwide and whose content is limited to certain areas (motor vehicles, real estate, computers, etc.).
In August 1988, “neue medien” estimated the market for offer sheets in Germany with a weekly print run of two million copies and a turnover of 150 million DM. (Copy 5/1988 estimates 130 million DM). According to statistics from the BDZV, the offer sheets have a potential of DM 350 million in advertising income.
Reader analyzes are known from SperrMüll (IAM Institute, 1987) and Second Hand (EMNID). Result 1988 / EMNID: Young, above-average educated readers with good incomes know the second hand . Particularly excellent reach results for ad / title combinations with the daily press: up to 97% ( medien IV / 1988).
18% of bulky waste readers state that they read an issue for 40 to 60 minutes, 22% for more than 60 minutes (IAM regional survey 1987).
Offer sheets in Germany
- A to Z , Bremen
-
Everything , print editions (until 2011):
- Nuremberg-Northern Bavaria, pink, on Tuesdays
- Northern Bavaria, blue, on Fridays
- Annonce , Aachen, Cologne-Bonn, was the first online offer newspaper in Europe
-
ANNONCES AVIS , print editions (until 2011):
- AVIS Rhine, on Fridays
- AVIS Cologne-Bonn, on Fridays
- AVIS Northern Germany, on Fridays
- das inserat , Frankfurt (all print editions were discontinued on November 25, 2011)
-
The hot wire , print editions:
- Berlin-Brandenburg
- Braunschweig / east. Lower Saxony / Harz
- Chemnitz
- Dresden
- Halle Leipzig
- Hanover / Lower Saxony
- Magdeburg
- Mecklenburg-Western Pomerania
- Münster / Münsterland
- Osnabrück / Emsland / Wilhelmshaven / East Frisia / Oldenburg / Bremen
- Ostwestfalen-Lippe
- Thuringia
- Hamelin
- Ibbenbueren
- Lingen
- Meppen / Haren
- Boulder , Saar / Palatinate, Eifel-Hunsrück-Taunus-Westerwald
-
In a nutshell , print editions (until 2011):
- Southern Bavaria, green, on Tuesdays
- Southern Bavaria, blue, on Fridays
-
Marktplatz , Cologne, print editions:
- green, Tuesdays
- red, Fridays
-
Reviermarkt print editions (until 2011)
- Compact edition, red / blue, Wednesdays
- Ruhr Ost, green / blue, on Saturdays
- Ruhr West, yellow / blue, on Fridays
-
SperrMüll , Lampertheim, print editions (until 2011):
- Bathing, orange, on Fridays
- Hessen, red, on Fridays
- Kurpfalz, blue, on Fridays
- Palatinate, green, on Fridays
- Rhein-Neckar edition, yellow, Tuesdays
- Württ. Unterland, purple, on Fridays
- Württemberg, blue, on Tuesdays
- Württemberg, pink, on Fridays
- SUCH & FIND , was set at the end of November 2009 for the Koblenz area red-general + blue-car (Fridays), green-Gesamtausgabe (Tuesdays). The Leipzig yellow edition (Thursdays) will continue to be sold.
- Second hand , Berlin (print editions up to 2013)
-
Cypress - The extraordinary advertising paper , Freiburg
- Small ads for the regions of Freiburg, Offenburg and Lörrach - free of charge at over 3,400 display points
Offer sheets in Switzerland
- Free ad
- Treasure trove
- Flea Market24
- Free ads
- Free scoreboard
Offer sheets in Austria
- Treasure trove
- Gold mine
- Country indicator
- Super scoreboard
literature
- B.-J. Martini: In: media no. 4; IV / 1988
- A publishing house on the move , the new distributed, June / July 1999
- J. Rosenkranz: In: Copy , Heft 5, 3/1988