The ball is polygonal

Ancillary business The market with gadgets around
around football is booming. But the publishing houses are mostly holding back
and focus on journalistic values, from the garden barbecue in the shape of a ball to the
toilet seat in a black and white leather pattern to disfiguring
Intimate wash: The world is closed for one month from June 9 to July 9 and
64 games long, round and made of leather. Not only the
The toilet accessories industry is pushing the boundaries of the
aesthetically reasonable. The multipliers of the events, the
Media companies, without which a football World Cup would simply be nothing, have
come up with something here and there and use the games to
Audience engagement.

Tamedia's commuter newspaper 20 Minuten, for example, is involved in eleven cities
around 35 World Cup bars among the public on both sides of the
Röstigraben. The games flicker across a total of 55
Flat screens in Zurich's Bernhardtheater, for example, or in the
Winterthur Bolero. Swiss television sponsors the events. 20
Minuten dedicates special editions exclusively to leather on four Saturdays.
"We also have our own online section for the World Cup," explains
Sales Manager Marco Gasser.

Tagi focuses on "ball fever"
The Tamedia flagship Tages-Anzeiger is more likely to practise
restraint, although with publishing director and ex-professional soccer player Rolf
Bollmann, there is someone on the bench who knows a thing or two about leather.
The Tagi will concentrate on the journalistic accompaniment of the games.
and only play an Internet game "Ballfieber" online.
a kind of mixture of quiz and card game. The World Cup will also
exclusively in a special issue of the magazine on May 27.
honored. 

The focus is also on the core business, despite good
Experience in the ancillary business with DVD and CD collections last year
and although the German tabloid "Bild" on Sunday
impressive DVD series with the original matches and commentary from the World Cup
in 1954. To this end, the Blick editorial team delivers daily between 8 and
a maximum of 16 pages of reports and features on the World Cup. "We are working on it,
still have something to think about for the reader market," says
advertising manager Mario Cecchin, but he still wants to announce that
not.

NZZ plays steep pass
For once, the old aunt NZZ steps out of line with an encyclopedic
ten-part DVD box set on the history of football. First
Recently, a campaign was organized on Falkenstrasse with individual
printable soccer jerseys, which has made the weblog
medienspiegel.ch promptly led to the question of when the
NZZ pizza from Falkenstrasse is to be expected. "The DVD box is running the
in line with expectations", although a little more was expected, says
Andreas Häuptli, Head of Reader Market Communications at the NZZ. "On the other hand
the jerseys are almost too good", the supplier, small but fine
Häuptli is pleased to say that the three-man operation is always reaching its limits.

The new and rejuvenated management team is clearly also having an impact.
with publishing director Daniel Hofer positively on a relaxed
dealing with the matter, one thinks of earlier activities of the
house, which is practically limited to the sale of blue pencils with
NZZ lettering. To mark the start of the World Cup, a
World Cup supplement in A4 format. NZZ Folio has already
with integrated card game to take out. On the
Credit Suisse is discreetly written on the back of the cards.

René Worni