Keystone lets advertisers vote

 
Image Five advertisers show their Keystone favorites in Bestpicture magazine. 
Bestpicture is a visually stunning magazine. "We show the best pictures from Keystone. They convey emotions and facts on generous photo spreads of eight to ten pages, which makes Bestpicture a unique magazine in Switzerland," says Rainer Kupper, publisher of Bestpicture and Head of Marketing at Keystone Switzerland. Four times a year, Bestpicture presents the best and most emotionally moving snapshots from the worlds of politics, business, sport and culture. But what makes a good picture? When asked about the secret of his success, legendary war photographer Robert Capa says: "If your pictures aren't good enough, you weren't close enough."
Keystone claims to be on the ball enough. The many thousands of pictures in daily newspapers and magazines every day are proof of this. And the best pictures make it exclusively into Bestpicture magazine. The last five issues have featured powerful photos of Kofi Annan and Nelson Mandela. The magazine also climbed into the depths of the Neat, the longest tunnel in the world, crossed glaciers and deserts, surfed the highest waves and looked over the shoulders of divas and machos. Action-packed sports photo spreads from the world of football, ice hockey and Formula 1 show the dynamics of the moment.
The magazine also allows authors to have their say. "We look for an author with an affinity for the topic for each focus," explains Marc Bodmer, editor-in-chief of Bestpicture. The list of writers is impressive. Former Federal Councillor Adolf Ogi, ice hockey legend Renato Tosio, Middle East specialist Erich Gysling, football icon Karl Odermatt and sex consultant Eliane Schweitzer have all commented on unusual photo spreads.
In the current issue, five prominent advertisers were given carte blanche to put together the photo series of their choice. Pius Walker, Martin Spillmann, Markus Ruf, Markus Gut and Frank Bodin show the reader their personal best picture from the Keystone archive. According to Marc Bodmer, initial concerns that there might have been overlaps were refuted by the five creative minds. The five photo series and the ideas behind them turned out to be very different.
Markus Steiner