"Times have changed"

The women's newspaper (Fraz) is
This year's first edition has appeared in a new look. More playful,
more airy, visually more attractive and more diverse, that was the wish of the
the new appearance for the print and online publications.
Online edition. Monica Jeggli, the managing director of the
publisher Fraz, answered questions from Advertising Week about the
Relaunch.
Fraz is produced by a women's editorial team on a part-time basis and
published by a non-profit association. The quarterly
has a circulation of 2500 copies. It was founded
the women's newspaper in 1976 as the organ of the women's movement active in the 70s.
Women's Liberation Movement FBB. It has since become known as "the other
Magazine for women". Fraz is available by subscription and at
available in kiosks and bookshops in German-speaking Switzerland.
The interview with Monica Jeggli was conducted by Carole Scheidegger.
WW: Did you design the relaunch yourself or did you get external help from an agency?
Monica Jeggli: We
do not have the resources to hire an agency. I
as managing director of the women's newspaper developed the concept and
together with our graphic designers Felicitas Hoegger (Formerei GmbH)
and Liz Ammann (graphic design). As we wanted a playful booklet
with illustrative elements, Trix Barmettler from
Miriam+me for the illustration concept. I was also
graphic designer Martina Ott.

WW: What considerations were involved in the redesign?
Jeggli: The
The basic idea behind the relaunch was to make the women's magazine more attractive to new readers.
open. Many things about the magazine, such as individual section names, were
practically only understandable for insiders. We come from a rather
feminist tradition, but times have changed.
changed. Practically all the women in the editorial team are under thirty
years. You can see that in the magazine. In terms of content
we make a stimulating magazine that doesn't take women for fools.
sold. It should be critical, but also entertaining and fun.
make. And being fun also means being visually attractive.

But the new Fraz should also be open to browsing - it is
Finally, a magazine. With the previous layout, we had
no opportunity to publish short texts. The readers did not have
the choice between shorter and longer articles. Now we have the
two-page "in a nutshell" section with space for short news items.
We have always had a "Gansinger" section at the end of the magazine with
witty and snappy short comments. Unfortunately, this was not visible because
this page was laid out like any other text page. Now it is
small text islands with drawings by our illustrator, Fabienne
Roth. Our column, the women's quiz and the short story will also be
sold better thanks to the new layout concept. The clearly structured
Table of contents with pictures and short outlines of the main texts loads
to browse through the magazine.

WW: Would you also like to address a new target group?
Jeggli: Yes,
We clearly want to reach younger women as well. By that I mean
but not the twenty-year-olds, but women in their thirties and
upwards. We also want to open up politically. It is enough to stand up for the
equal rights for women, we cannot still worry about
all the injustices in the world.

WW: Are there any significant changes to the content or was it mainly a graphical update?
Jeggli: It
was about both. On the one hand, more airiness and aesthetics and
on the other hand, more varied content - shorter and longer texts,
Enhancement of the current section compared to the main topic. In
We are constantly developing in terms of setting topics. We
try to do something new and independent. That takes time.

WW: What new sections and columns are there?
Jeggli: New
are the short messages (short and sweet), the heads of the quarter, where
praise and blame are distributed, then the view that a
Opinion column, and the life guide. These are four satirical
Question-and-answer columns by four admittedly clichéd
Types of women. Advice books are mainly read by women. The
columns parody those of the other women's magazines and
ironize the sometimes absurdly simplistic claims of the
Guidebook literature.

WW: Did you design and implement the new website yourself or did someone else do it?
Jeggli: The
I developed the concept for the website, which was adapted to our new layout.
design and the technical implementation were created by Patrick
Jeggli and Anita Peyer from Noumenon Media Programming.

WW: Is there a change in the price structure for advertising? Will there be new advertising on the website?Jeggli:
No, the prices remain the same and our website remains ad-free.
We are still a non-profit company. Advertise with us
gives advertisers a high level of credibility.