Everything in the Mediabox
Mediabox Magazines is significantly expanding its print advertising business. Advertisers can now place ads individually in over 30 trendy and youth magazines.
Zeitschriften Mediabox is massively expanding its print marketing. Advertisers can now advertise individually in over 30 trend and youth magazines. Who is today's youth? And where can you reach them? Marketing to this target group is not easy. Young people flirt with all media and are extremely fickle. Gone are the days when you could rely on a few magazine titles to cover your target group. What counts today is flexibility. Sandro Proietto from the marketing agency Mediabox has recognized this. For five years, his agency marketed a youth pool with the trendy scene magazines Kult, Forecast and 7Sky. The philosophy: instead of letting the youth magazines fight individually for small budgets, Mediabox marketed all three magazines together. There was a magazine in the pool for each interest group. The advertising client was thus able to reach the entire youth with one booking. Following the discontinuation of Forecast, Mediabox removed the youth pool from its offering and has been focusing on diversification since December. The agency now offers its clients the opportunity to book individual ads in around 30 different independent and youth magazines. The aim is to reach the young audience even more precisely than before.
The impetus for the realignment was not primarily the discontinuation of Forecast. Rather, the reason was the diversity of Swiss youth magazines. "We wanted to show the market how diverse the print offering in the youth segment is," says Proietto. The range is indeed broad: In addition to established independent magazines such as 7sky or soDA, advertisers can now also place individual ads specifically in various snowboarding or nightlife magazines.
Mediabox takes countermeasuresUntil recently, this was possible for larger customers, but involved a great deal of effort. The reasons for this were the lack of professionalism and know-how that large advertising clients wanted. Proietto explains: "Many magazines put all their energy into the magazine. The professional advertising business falls by the wayside." Mediabox wants to counteract this with its new offering. The aim is to establish Mediabox as a reliable intermediary and a seal of quality so that interested customers can actually advertise in youth magazines.
Thanks to the new orientation, customers are able to better coordinate editorial content and advertisements in order to address the target audience in the right environment. Proietto sees another decisive advantage for the industry. Although the entire print market has seen a decline in advertising in recent years, the youth sector is a very innovative and open-minded print segment. This is because, unlike the Internet or free newspapers, youth magazines enjoy a high level of advertising acceptance and are particularly suitable for image advertising. Proietto: "We live in an extremely fast-moving advertising world. You have to be careful that the whole image area doesn't get lost. Brand awareness is still being built up among young people."
With its offer, Mediabox opens up easy access to a print segment that is difficult to access. Media agencies are already responding with interest. "Thanks to the diversity, customers will have the courage to invest in young people again," predicts Proietto.
Niche expertsThe marketing company Mediabox
operates a pool to which over 40 providers with a total of more than 70 individual media are currently connected. The marketing pool includes all below-the-line measures and special forms of advertising offered in Switzerland. In addition to special forms of advertising, Mediabox markets youth magazines and niche titles. Title overview on www.mediabox.ch. As of March 1, 2007, Nico Keramaris will join the Mediabox team as operational manager of the print department. Mediabox has set itself the goal of supporting independent and youth magazines and championing the genre. Managing Director Sandro Proietto himself is one of the founders of the magazine Kult.
Christian Lüscher
The impetus for the realignment was not primarily the discontinuation of Forecast. Rather, the reason was the diversity of Swiss youth magazines. "We wanted to show the market how diverse the print offering in the youth segment is," says Proietto. The range is indeed broad: In addition to established independent magazines such as 7sky or soDA, advertisers can now also place individual ads specifically in various snowboarding or nightlife magazines.
Mediabox takes countermeasuresUntil recently, this was possible for larger customers, but involved a great deal of effort. The reasons for this were the lack of professionalism and know-how that large advertising clients wanted. Proietto explains: "Many magazines put all their energy into the magazine. The professional advertising business falls by the wayside." Mediabox wants to counteract this with its new offering. The aim is to establish Mediabox as a reliable intermediary and a seal of quality so that interested customers can actually advertise in youth magazines.
Thanks to the new orientation, customers are able to better coordinate editorial content and advertisements in order to address the target audience in the right environment. Proietto sees another decisive advantage for the industry. Although the entire print market has seen a decline in advertising in recent years, the youth sector is a very innovative and open-minded print segment. This is because, unlike the Internet or free newspapers, youth magazines enjoy a high level of advertising acceptance and are particularly suitable for image advertising. Proietto: "We live in an extremely fast-moving advertising world. You have to be careful that the whole image area doesn't get lost. Brand awareness is still being built up among young people."
With its offer, Mediabox opens up easy access to a print segment that is difficult to access. Media agencies are already responding with interest. "Thanks to the diversity, customers will have the courage to invest in young people again," predicts Proietto.
Niche expertsThe marketing company Mediabox
operates a pool to which over 40 providers with a total of more than 70 individual media are currently connected. The marketing pool includes all below-the-line measures and special forms of advertising offered in Switzerland. In addition to special forms of advertising, Mediabox markets youth magazines and niche titles. Title overview on www.mediabox.ch. As of March 1, 2007, Nico Keramaris will join the Mediabox team as operational manager of the print department. Mediabox has set itself the goal of supporting independent and youth magazines and championing the genre. Managing Director Sandro Proietto himself is one of the founders of the magazine Kult.
Christian Lüscher
