Glossy NZZ article

Supplement The NZZ is launching a new glossy supplement. The first issue is about watches and jewelry, with more planned.
because the final production has not progressed that far.
Nevertheless, the first issue of the new glossy supplement is due to be published on 8 September.
November in the NZZ and the NZZ am Sonntag on November 13. And
it is the usual understatement of the house on Falkenstrasse
where innovations can only be made with as long-term a focus as possible.
and then launch them in the status of an experiment, such as the
example, the hesitant approach to the introduction of color images in the
Traditional newspaper illustrated. NZZ coordinator Beat Brenner, who is in charge of the
youngest child from the company communicated on request, also wants to
know nothing about a new supplement concept, let alone a magazine concept.
As a result, the youngest child learns to approach the subject of watches and jewelry.
dedicated to the project, run in experimental status. Brenner denies that here
the editors of NZZ and NZZ am Sonntag are working together for the first time and
emphasizes that this is not the first supplement to be added to both titles.
will be enclosed. Remember the supplement for the European Football Championship in
Barcelona, which had a similar layout to the NZZ folio.
"What's new this time is that everything is on a cross-editorial
was tackled on a much broader level," says Brenner. He emphasizes,
that the initiative for the project came from the editorial offices.
and had already been initiated in February. For watches and jewelry,
previously dealt with in a supplement in the spring, it was decided to
decided because the topic would be too short in the fall, but nevertheless
is current. Limited space in the NZZ am Sonntag style guide
as well as recurring discussions over the years as to whether common
newsprint is the appropriate form of presentation for luxury goods,
spoke in favor of a glossy supplement. "Naturally
the whole thing is a delicate story, because we definitely don't want to
come into conflict with NZZ-Folio," says Brenner. It was also clear from
From the outset, both editorial teams decide autonomously which materials to include in the
should be put in the spotlight. Publicity reports were never an issue.

Unusual format
The first issue of the supplement will be 60 pages long and will be published in a
The magazine is enclosed with the 312,000 copies of NZZ and NZZ am Sonntag. In it
Including the additional print run and temporary free subscriptions for both
Sheets. Brenner estimates the proportion of editorial contributions
to around 53 percent. In terms of style and typography, the four-column
supplement incorporates elements from both NZZ titles. "We were interested in
to create something that would be a success for the NZZ and perhaps also for the
NZZ am Sonntag is something extraordinary," says Brenner. In fact
The format is unusual. At 28 by 40 centimeters, once in the
Folded in the middle, it is a clear rejection of common mass suitability.
The format is intended to appeal to an inclined readership in the naturally higher
income segment and give them a deep insight into the
down to the finest details of the watch and jewelry trade.
Competence and know-how should be combined with esprit and modernity.
connect.
Following an initial presentation of the project in the
Last June, media planners rated the project as unspectacular. In the
June, however, only a brief description and the draft of the
the supplement's title page, the more incomprehensible is
the criticism for Brenner. Mastering the advance into the glossy age
the NZZ with existing workpower, "in addition to the normally incurred
editorial tasks", only the layout was outsourced to the
NZZaS designers Simon Esterson and Mark Porter. "After that we will
discuss what we are going to do in the coming year," says Brenner.
A further two to three supplements are then conceivable, but before the
Evaluation of the first high-gloss experiences, the last word is still to come.
not spoken.

René Worni