No campaign
Launch SI Style relies on a clever sales concept.
Launch SI Style relies on a clever distribution concept Ringier launches its new sister publication
of Schweizer Illustrierte, the monthly magazine SI Style without any major
classic campaign. "In the start-up phase, we communicate through advertising
mainly via direct marketing advertisements, stickers and the like",
writes Thomas Passen, Head of Advertising and Reader Market Switzerland at
Ringier. The priority is to sell the product as such to the
target group of 20 to 40-year-olds. "We guarantee the
first year a distributed circulation of 330,000 copies". How?
First of all, all subscribers to Schweizer Illustrierte (SI)
with the first issue of SI Style. They also receive the
Possibility to buy SI Style for yourself or a known person for one year.
free of charge. This covers a good half of the circulation.
In addition, SI Style is sold individually in the week of publication.
piggybacked on the SI at the normal SI price of 4.50 francs (the
are another 40,000 units). After that, SI Style will be available until the next
Issue also available solo at newsstands. Passen sets the rest
by means of target mailings and via "partner companies" and trendy restaurants, in
where the targeted women are to be found. A first distribution campaign is planned for
February 22 at major train stations. A larger classic
However, Passen is not planning a new campaign until "the end of 2006 and beginning of 2007".
of Schweizer Illustrierte, the monthly magazine SI Style without any major
classic campaign. "In the start-up phase, we communicate through advertising
mainly via direct marketing advertisements, stickers and the like",
writes Thomas Passen, Head of Advertising and Reader Market Switzerland at
Ringier. The priority is to sell the product as such to the
target group of 20 to 40-year-olds. "We guarantee the
first year a distributed circulation of 330,000 copies". How?
First of all, all subscribers to Schweizer Illustrierte (SI)
with the first issue of SI Style. They also receive the
Possibility to buy SI Style for yourself or a known person for one year.
free of charge. This covers a good half of the circulation.
In addition, SI Style is sold individually in the week of publication.
piggybacked on the SI at the normal SI price of 4.50 francs (the
are another 40,000 units). After that, SI Style will be available until the next
Issue also available solo at newsstands. Passen sets the rest
by means of target mailings and via "partner companies" and trendy restaurants, in
where the targeted women are to be found. A first distribution campaign is planned for
February 22 at major train stations. A larger classic
However, Passen is not planning a new campaign until "the end of 2006 and beginning of 2007".
Markus Knöpfli
