Old aunt polishes watches to a high shine

Supplements The NZZ wants to shake up the luxury advertising market with a luxury supplement According to agency sources, the Neue Zürcher Zeitung has been working on a new supplement concept for some time. The glossy supplement designed by Simon Esterson and Mark Porter is to be tested for the first time in mid-November - as a "Watches and Jewelry" supplement in magazine form. The fact that the British editorial design duo were also responsible for the NZZ am Sonntag indicates that there is more behind this than the purely experimental "one shot" that the project was declared to be by media agencies. "In view of an almost 50 percent overlap in readership, this is an incomprehensible move," says Andy Lehmann, CEO of the Aegis Media Group, which plans the budgets of luxury brands such as Dior and Louis Vuitton. He remembers the editorial concept presented at the end of June as unspectacular. "What I saw was clearly geared towards the residual skimming off of relatively economically resistant advertisers."
However, Lehmann will not reveal whether his customers will be represented in the first edition. Saverio Progano from Mediaedge:cia in Lausanne is different: the Managing Director has not booked any advertising space for the time being for the watch brands of the Richemont Group (including IWC, Piaget, Lange, Jaeger-LeCoultre), which his agency looks after. The reasons: "The joint special of NZZ and NZZ am Sonntag is not innovative enough in terms of content and is also relatively expensive with a page price of 29500 francs."
No one at Falkenstrasse was available for comment. This is all the more surprising as the advertising rate is already being published on the website in a fresh and cheerful manner. Whether this is an internal guerrilla campaign or strategic undercover communication could also not be determined by the editorial deadline.
Oliver Classen