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Why the »NZZ« is drawn to Germany: It's rattling in the canton


The "Neue Zürcher Zeitung" is expanding its German offshoot to compensate for the loss of circulation at home. But the right niche is too small for her. And now?

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»NZZ« production: Not only serving the angry bourgeoisie

Photo: Keystone Switzerland / laif

When Jan-Eric Peters has to explain the difference between Switzerland and Germany, he thinks of explosions.

With the Confederates, he read in an interview shortly before New Year's Eve, fireworks are not only allowed to contain 20 times as much powder.

The rockets are also sold there at prices of 60 to 70 francs per piece.

The main thing is that it cracks and hisses.

"The Swiss look first to quality, then to price," says Peters.

The 55-year-old has also been shooting powder from Swiss production since the beginning of the year.

Peters is the new managing director of the Berlin office of the "Neue Zürcher Zeitung" - and thus responsible for one of the greatest entrepreneurial adventures that the "NZZ" has pounced in its 240-year history: conquering the German market.

It is huge, says Peters, "why not try to use it?"

Strictly speaking, the paper has been trying to do this since 2017, when editor-in-chief Eric Gujer began his expansion into Germany.

Since then, a small group has been working on the »NZZ Germany« in Berlin Mitte.

During the refugee crisis at the latest, the former GDR correspondent Gujer found pleasure in annoying the “big canton” in the north with polemical comments.

Whenever he wrote to Angela Merkel against the "undead" or scourged the "useful idiots" among the "multi-cultural supporters", the number of hits from Germany shot up.

The »NZZ« had found its small, real niche - and with it apparently success.

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Source: spiegel

All business articles on 2021-01-18

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