Es war eine schöne Idee der ehrwürdigen HORIZONT-Redaktion. Und zudem aufmerksamkeitsstark. Eine Umfrage unter Deutschlands größten Mediaagenturen sollte Orientierung geben, welche Print-Titel zukünftig möglicherweise keine Relevanz mehr besitzen. Das Ergebnis war niederschmetternd, besonders für die Jugendpresse, und anscheinend zu brisant für die HORIZONT. Die Geschichte wurde auf Eis gelegt, die bereits versendete Pressemitteilung zurückgezogen. Seltsam.
“Die Vertreter der Mediaagenturen rechnen mit tiefgreifenden Einschnitten bei den deutschen Verlagen.” hieß es in einer Presseinformation, die HORIZONT am 3. Dezember über ots verbreiten ließ. “Laut einer Umfrage unter Deutschlands Mediaplanern werden alle deutschen Großverlage ihr Zeitschriftenangebot reduzieren müssen.” Wie unangenehm.
HORIZONT hatte 17 Vertreter von Mediaagenturen in einer Ad-hoc-Umfrage interviewt. 14 von ihnen haben eine Liste mit einer kurzen Begründung für die Titel abgegeben, die ihrer Meinung nach in absehbarer Zeit eingestellt werden könnten. “Am stärksten stehen demnach Tomorrow (Burda-Verlag), Bravo Screenfun (Heinrich Bauer Verlag) und Emotion (Gruner + Jahr) unter Druck.”, so der Text weiter.
Bereits zwei Stunden später war die Meldung wieder verschwunden. Es kann nur gemutmaßt werden, warum. Vergeblich wurde versucht, die Meldung auf ihrem digitalen Weg im Netz aufzuhalten. Ein ungewöhnlicher, schon fast peinlicher Zwischenfall. Denkbar ist, dass einige der Genannten sich bei der Redaktion irritiert und lautstark zu Wort gemeldet haben. Oder ihre Anwälte.
Beachtenswert ist sicherlich auch, dass alle bisher veröffentlichten Deliquenten eine jüngere Zielgruppe ansprechen. Auch die Auflagenentwicklung der drei Titel dürfte die Verantwortlichen kaum zu Freudenausbrüchen hinreißen. Kann sich die “Emotion” ihre 130.000 verkauften Exemplare Quartal für Quartal noch mühsam erkämpfen, ist die BRAVO Screenfun inzwischen (IVW 3/2008) bei deprimierenden 14.603 (in Worten: vierzehntausendsechshundertunddrei) verkauften Heften angekommen. So ganz unrecht scheinen die Media-Booker also nicht zu haben.
Vielleicht ist gerade dies der Grund, warum die unbequeme Meldung schnell ins Eisfach musste. Die Wahrheit ist oftmals schwer zu ertragen. Weniger für die HORIZONT, als vielmehr für die betroffenen Verlage. Das Ende der Jugendzeitschriften ist letztlich nur eine Frage der Zeit, wenn keine frischen Konzepte die Wende im Kampf gegen das Internet einläuten. Die gesamte Liste der “Todeskandidaten” umfasste stolze 30 Titel. Diese wird uns wohl verschlossen bleiben. Leider. Oder: Zum Glück. Letztlich sollten nicht Media-Agenturen über die Existenzberechtigung von Titeln und Formaten entscheiden, sondern ausschließlich die Leser.
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