Monday pick-me-up

Marketing On Mondays, the NLZ wants to
adults and cheer them up with a new magazine in the beginning.
of the week.to reach the young target group of 19- to
25 year olds, the Neue Digitale is taking a new approach.
Luzerner Zeitung (NLZ) is breaking new ground: It is launching the Monday magazine as a
Weekly supplement for young adults from January 30 every Monday, just
when the boys still have the weekend party in their bones
or sore muscles from skiing. On Monday the
The daily newspaper is always the thinnest. "Monday should give young people the
brighten up the start of the week. The content will therefore be fun and
entertaining and contain a lot of information," says Arno
Renggli, who, as a member of the editorial board, is the project group for
heads the new magazine.
Sometimes shrill, sometimes serious
The content of the 24-page Monday magazine in the
Tabloid format has the following focal points: It contains reports and
Interviews on both flashy and more serious topics,
provides advice on training and careers,
partnership or sexuality, offers service pages on music, DVDs,
games, website, fashion and lifestyle and entertains with cartoons and
humorous columns. A full-page four-color ad costs
gross 10150 francs.

Editors as animators
In future, the overall Monday concept will also include Monday
Afterwork parties where young people can get together in a cozy atmosphere.
DVDs together. The first one will take place on January 30.
The three young creators of the magazine, one of them
Editor and one editor (both 25 years old) and the 29-year-old
Editorial manager
Manuel Gübeli.
Monday replaces the NLZ's monthly magazine Take.off.ch, which
addressed a younger target group (14- to 19-year-olds) and
was well received, according to Renggli. But why does the
NLZ, which was successful? "That has to do with marketing considerations",
says Renggli. On the one hand, young adults are more likely to be potential
subscribers to the NLZ is in question, and the monthly frequency for
teenagers would not have been ideal. Next Monday, the first issue
from Monday - with colporteurs in front of railroad stations
and in front of secondary schools throughout the distribution area. But the magazine is
not delivered solo, but together with the entire NLZ
or one of its split editions. "Monday is clearly intended as a product of the New
Luzerner Zeitung," emphasizes Renggli.
The magazine is also not available individually at newsstands. On the other hand
considered whether the option should be offered in future of only offering the
Monday edition of the NLZ, with supplement of course.
Incidentally, the launch will be accompanied by advertisements as well as radio and
TV commercials. 
 
Markus Knöpfli