Facts are needed

Magazine The second relaunch since 2004 is
to put the news magazine Facts on course for growth. By Heart
created a fashionable campaign for this.
News magazines have it in the
Switzerland is not easy. They have to compete in an oversaturated
media market in the face of strong competition from Germany
position. Since its launch in 1995, the Tamedia newspaper has been struggling with
Fluctuations in circulation and advertising volume. Nevertheless, the publishing house
and hopes that the latest content and technology will help to
creative course correction for a sustainable turnaround. The
announced changes - from the analytical consolidation of the
"latent topicality" to the more cultivated image editing through to the
clearer architecture - are intended to give the magazine a premium identity.

This strategic focus on a quality magazine has therefore also
determined the advertising concept of the By Heart agency. Based on the
endangered depth in the media and the exuberant
instant journalism and the terror of opinion of other so-called
news magazines, was clear to Strategic Planner Markus Bircher,
that the compensatory countermovement of Facts with a new
should be dramatized with a self-confident attitude.

To this end, the creative team led by CD Hans Siegwart have developed the consumer waiting
and the discarding of short feed media as a violent reaction with
equated with the need for more facts. Facts stand for
Scarcity, precision and efficiency or "for materialism instead of
Idealism", as consultant Maya Baumgartner sums it up. So that
The focus on a more materially oriented,
describe an urban readership that does not consist of discussants, but of
makers. As this target group complains about a lack of facts,
an emotional need also arises.

This emotive motif was used as the basis for the trendy and for this
implementation that is rather unusual in the market sector: exasperated
Photo models - one female and one male - in chic dresses
with dismissive expressions, who are looking at scraps of newspaper fluttering around
as if they were pigeons. Their demand is expressed in the
headline "I want facts" clearly and in the subline from the
foreign competition and the opinion journals.
   

Luca Aloisi