Ringier's Sunday child
Newspapers: Unlike its predecessor, the new SonntagsBlick magazine has been well received by advertisers.
Newspapers In contrast to its predecessor, the new SonntagsBlick magazine has met with a positive response from advertisers. two years after its launch and a renovation last fall, the predecessor of the SonntagsBlick magazine still hasn't gotten off the ground commercially. Was it just the age-old title Sie + Er that didn't really fit in with SoBli? It no longer matters. Since last Sunday, the magazine has been called Magazin again, only the printing on glossy magazine paper has remained. The introduction with lifestyle tips, an extensive celebrity photo series for Mother's Day, a few music reviews and a film review as well as a column by TV veteran Kurt Felix as a bouncer: the new SoBli magazine can be read in one go, and the mix of people and two reports - one of which was bought in from the Süddeutsche Zeitung magazine - seems to be just right. Video surveillance and stem cell research are timelessly topical subjects. The impressive 72 pages clearly bear the signature of SoBli boss Marc Walder, who was editor-in-chief of Schweizer Illustrierte until the end of last year. The layout was designed by Stéphane Carpentier from French-speaking Switzerland, who was also involved in refreshing the Tele layout.
She + He failed due to a lack of acceptance in the advertising market. The new magazine now seems to be meeting with a more positive response in the advertising industry. At least the first issue has been praised. Frank Bodin, CEO of Euro RSCG and President of BSW, describes the magazine as a tailor-made product for Sunday: "The magazine is like a bouquet of flowers that you can discover. Despite its diversity, it offers clear orientation. That is attractive." It is still too early to judge its acceptance in the reader market, says Bodin, whose customers include SoBli: "I'm not the Elisabeth Tessier of the media." He is optimistic because the benefits for readers are clear. Modern art direction is a big step forward compared to She + He.
Zurich advertiser Dominique von Matt is also positive: "I enjoy looking at this successful mix of lifestyle topics, entertainment and information on a relaxed Sunday morning. In contrast to its predecessor, the magazine radiates cheerfulness. That meets the needs of Sundays." As a brand, the new magazine is better integrated into SonntagsBlick. Advertisers are therefore more likely to assume that readers will use it, says von Matt. "The idea of a magazine for Sunday has always been a good one. Now it's also the right magazine," he says.
It remains to be seen how the advertising market will react to the title. Media agencies are still cautious and do not want to comment. Christof Kaufmann, CEO of OMD Switzerland, is taking a wait-and-see approach. From long experience, he never comments on a first edition, he says.
Adrian Scherrer
She + He failed due to a lack of acceptance in the advertising market. The new magazine now seems to be meeting with a more positive response in the advertising industry. At least the first issue has been praised. Frank Bodin, CEO of Euro RSCG and President of BSW, describes the magazine as a tailor-made product for Sunday: "The magazine is like a bouquet of flowers that you can discover. Despite its diversity, it offers clear orientation. That is attractive." It is still too early to judge its acceptance in the reader market, says Bodin, whose customers include SoBli: "I'm not the Elisabeth Tessier of the media." He is optimistic because the benefits for readers are clear. Modern art direction is a big step forward compared to She + He.
Zurich advertiser Dominique von Matt is also positive: "I enjoy looking at this successful mix of lifestyle topics, entertainment and information on a relaxed Sunday morning. In contrast to its predecessor, the magazine radiates cheerfulness. That meets the needs of Sundays." As a brand, the new magazine is better integrated into SonntagsBlick. Advertisers are therefore more likely to assume that readers will use it, says von Matt. "The idea of a magazine for Sunday has always been a good one. Now it's also the right magazine," he says.
It remains to be seen how the advertising market will react to the title. Media agencies are still cautious and do not want to comment. Christof Kaufmann, CEO of OMD Switzerland, is taking a wait-and-see approach. From long experience, he never comments on a first edition, he says.
Adrian Scherrer
