As economical as possible
Business press The relaunch of HandelsZeitung is accompanied by Jung von Matt in terms of communication.
a new appearance to its readership (see also
page 15). In the new concept, there is a strong expansion in the
financial reporting. In addition, last fall's
initially only on the websites in the online cooperation with the
Wall Street Journal now also in print. The logo of the
leading business newspaper from New York will now also be published in the head of the
Schweizer HandelsZeitung as co-branding.
The entire relaunch, which is generally regarded as "successful", is supported by the
Zurich agency Jung von Matt with posters, advertisements and mailings
made known. The agency has been working for the
Newspaper from publisher Ralph Büchi.
The new campaign is intended to strategically support the basic idea of the new
Editorial concept of HandelsZeitung around editor-in-chief Martin Spieler
be included. At the origin of this is the realization that the
new HandelsZeitung with its significantly expanded financial section now covers all
areas of the economy. Managers therefore only need
a business newspaper to obtain both comprehensive and in-depth
to provide comprehensive information. "Which makes the HandelsZeitung the ideal tool
against information overload and lack of time," says CD Tom Seinige. Or,
To quote the new claim: "It couldn't be more economical."
According to Martin Samsel, Head of the Consulting Unit at Jung von Matt
advertisers use promises instead of "reason" in their arguments.
why". The target group is to be upgraded. Instead of
The new newspaper will be aimed primarily at SMEs as before.
increasingly also to top managers from the banking and insurance sectors
turn. These people have "little time". So in the visual language
of the subjects, why they should be associated with the new HandelsZeitung
are still informed quickly and comprehensively.
Pointed headlines
The subjects are graphic and confidential insights into the world of
Shaping finances. "You don't meet some of the best financial experts
on the stock exchange, but in editorial offices", runs as a text over a
picture, which looks like it was taken through a crack in the door, shows the said expert
at work. The font for the advertising is in the
Ticker-style as with well-known stock market reports. Another
Subject allows a quick view of an insider at a crossroads
in New York, headline: "The new HandelsZeitung in cooperation with
the Wall Street Journal."
Six print motifs were developed on this platform, which
will be staggered throughout the year. With pointed headlines and
high-quality art work is in line with the new positioning and the
The demand for quality journalism is taken into account.
Andreas Panzeri
