Magazine as sales assistant

Corporate Publishing Customer magazines
are gaining momentum. In trade in particular, Switzerland is proving to be
Driving force for new, successful sales concepts.
Annual sales of well over five
billion euros in the German-speaking region and a double-digit
growth for many years: Corporate publishing has
has conquered an important place in marketing communication. Because
his arguments are convincing: professional journalistic and
graphic craftsmanship guarantee information and emotion that
The regular appearance of the media - be it customer or
Employee magazines, corporate broadcasting or corporate TV - secures
permanent contact. Together, these factors form a basis for
long-term customer loyalty and to increase customer value. According to
Survey conducted by Forum Corporate Publishing, Europe's largest corporate publishing
industry association, in Germany alone more than 90 percent of the
Top 100 companies rely on magazines as the most important tool in their
Customer loyalty. And the trend is rising.

Switzerland is becoming a trendsetter in the European CP market,
One fifth of large Swiss companies even maintain their own
Corporate publishing departments. Particularly in the retail sector, current
Swiss magazines attract a great deal of attention across borders.

Sales impetus thanks to consistent storytelling
In times of consumer congestion and discount battles, the
traditional means of advertising and communication are no longer sufficient.
Sales magazines are therefore in vogue. This new magazine form binds with
products into worlds of experience using journalistic means. In this way
Sales magazines fulfill longings and at the same time bring the fulfillment of
Dreaming within reach. The first representatives of their species are already offering
at Globus and PKZ, Otto-Versand and Tchibo the brochures and
fierce competition for multi-mix catalogs.

The Globus department store in Zurich has a convincing magazine presentation,
last year with its Christmas edition. Instead of catalog-like
Globus products ranging from shoes and furs to leather goods were
Candlesticks in a picture narrative in the Hotel Sils Maria near St. Moritz
installed. Globus cleverly linked the sales magazine with promotions on the
Point of sale. Shop windows and department store façades picked up on imagery
from the magazine, thus ensuring a close communicative interlocking.
taken care of.

The Swiss sales magazine "adress", which is published by a
specially founded publishing house of the PKZ clothing group, headed by
Philippe Olivier Burger, reports a successful start: Already
The first issue of the magazine was financed entirely by advertisements.
be refinanced. The impressive circulation of 480000 addressed
The new model has already convinced companies such as DaimlerChrysler, BMW, Nokia
and L'Oreal as advertising customers.

The Forum Corporate Publishing is delighted with the Swiss successes.
President Manfred Hasenbeck: "The examples show impressively how
openness in dealing with new communication tools
ultimately be able to pay out in cash. This is exactly what we as
Association should also communicate this to the public."

Michael Höflich