Paywall launch as building block of the digital transformation at Tamedia (2014)

Das Tamedia-Logo auf dem Dach des Medienhauses Werd in der Dämmerung.

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Tamedia is a Swiss media group with its headquarters in Zurich. With its daily and weekly newspapers, magazines, and online platforms, as well as printing facilities, Tamedia is one of the leading media corporations in Switzerland.

The media industry is experiencing a massive and rapid transformation into the digital area with traditional revenue streams (print ads and print subscriptions) under heavy pressure. Therefore, the implementation of a digital subscription model (paywall) was announced in 2013 as one of the most strategically important initiatives for the Tamedia group. The implementation would be started with the flagship title “Tagesanzeiger” and then rolled out to further titles of Tamedia group.

mas has a long relationship with Tamedia AG and has in the past successfully supported several critical projects. Therefore, Tamedia approached mas and asked for support in managing this complex project. mas nominated Herwig Gangl and he cooperated closely with an internal manager (the publishing manager of Tagesanzeiger) in the overall program management. They were overseeing a number of project streams, including:

  • Re-design and refurbishment of the digital offerings, across all channels and platforms (web, tablet, mobile, e-paper)

  • Marketing and Big Data Analytics
  • Implementation of a completely new, group-wide e-commerce and customer self-service solution
  • Design of an architecture blueprint
  • Technical implementation of a “metered paywall” solution

On March 31st, 2014 the digital subscription model for Tagesanzeiger was launched successfully and in the meantime further titles of the Tamedia group (Der Bund, 24heures, Tribunde de Geneve, Berner Zeitung…) have been migrated to this solution.

The project is seen by the board of Tamedia AG as a big success and a very important step in the digital transformation of the company. mas is proud to have been chosen as a trusted partner for this challenging project in the field of “digital transformation”.