Totgesagte leben länger. Sagt man. Totgeborene nicht. Nach einem verzweifelten Rettungsversuch im Mai 2008 hat sich Springer nun entschieden, “die Marke künftig im Internet zu konzentrieren”. Mit anderen Worten: Das Leiden hat ein Ende, das Heft wird eingestellt. Die Umpositionierung im vergangenen Jahr umfasste die Umstellung der Erscheinungsweise von wöchentlich auf monatlich sowie eine verstärkte Ansprache eines etwas älteren Publikums im Alter von 15 bis 25 Jahren. Eine Leseprobe der “neuen” YAM wurde sogar der BAMS beigelegt. Friss oder stirb.
Dabei begann die Geschichte der YAM recht vielversprechend. 2001 fulminant gestartet, erreichte sie quasi aus dem Stand eine Verbreitung von 385.000 Exemplaren bei einer Druckauflage von 618.000 Heften (IVW). im vierten Quartal 2007, also vor dem Relaunch, waren es noch karge 106.000 verkaufte Magazine. Doch dies ist kein Einzelschicksal. Im gleichen Zeitraum hat z.B. die Bravo mit 472.000 Käufern mehr als die Hälfte ihrer Leser verloren.
Ab dem 29. Mai 2008 lag die neu positionierte YAM dann mit satten 132 Seiten für 1.80 € am Kiosk. Die Druckauflage wurde auf 200.000 erhöht, doch die Leserschaft nahm das Konzept nicht an. Wen wundert´s. Eine Zielgruppe “von 15 bis 25 Jahren” zu adressieren ist wohl ebenso weltfremd, wie ein gemeinsames Magazin für Harley-Fahrer und Geflügelzüchter zu etablieren. Es konnte nur schief gehen. Ein wenig Kenntnis der Zielgruppe würde so mancher Redaktion mehr als gut tun.
Nun soll die “Erfolgsgeschichte” im Netz fortgeführt werden. Die “YAM finde ihre Zielgruppe vor allem in Internet”, tönt es seitens des Verlags. Doch die Zahlen sprechen für sich. Laut IVW zählte YAM.de im Dezember ganze 66.500 Besuche und liegt damit nur knapp hinter Online-Boliden wie dem Delmenhorster Kreisblatt oder der Möbelkultur. Es ist wohl nur noch eine Frage der Zeit, wann das Projekt YAM vollständig beerdigt wird. Schade, aber verdient. Erfolg lässt sich bekanntlich erzwingen, Misserfolg ebenfalls.
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