A Maybach for the people
Oliver Classen on She + He as a Sunday treat for the upper classes.
Oliver Classen on She + He as a Sunday treat for the upper classes.
Neither the editorial director's editorial nor the accompanying letter from the editor-in-chief made any reference to the venerable legacy that the SonntagsBlick supplement took up on May 1. The otherwise tradition-conscious Ringier managers could have justifiably emphasized that - in contrast to the constantly redesigning competition - they are venturing a real relaunch with Sie + Er. The reason for this modesty is probably related to the positioning of the original title, which merged with Schweizer Illustrierte in 1970, as a "magazine for ladies and gentlemen from better circles". This is precisely what its contemporary reincarnation does not and should not be. After all, the new Sie + Er is included in the Schweizer Volkssonntagsblatt - and not in the seventh issue of the NZZ.
In view of the various high-priced articles and advertisements, however, the glossy title would almost be better placed there. Or which of Blick's traditional and targeted readers can afford the spring fashions by Pradaguccivalentino presented in the fashion section? In any case, it's no coincidence that only medium-sized Swiss companies such as Vögele and Manor advertise in the same magazine. Even the Lotus tested further back remains in the realm of men's daydreams for the average office worker (at a target price of 70,000 francs).
But what is an English sports car compared to the Swabian luxury car Maybach? Peanuts. The Dufourstrasse is correspondingly proud of the commercial presence of the DaimlerChrysler subsidiary, which only very rarely places advertisements. And when it does, in the finest
lifestyle magazines.
What the publisher interprets as an accolade for its ambitious new magazine will be seen by some subscribers as a slap in the face of the workers. In any case, such snobbery can hardly be reconciled with the usual "you're on top, we're on the bottom" attitude.
> Oliver Classen, Editor
Neither the editorial director's editorial nor the accompanying letter from the editor-in-chief made any reference to the venerable legacy that the SonntagsBlick supplement took up on May 1. The otherwise tradition-conscious Ringier managers could have justifiably emphasized that - in contrast to the constantly redesigning competition - they are venturing a real relaunch with Sie + Er. The reason for this modesty is probably related to the positioning of the original title, which merged with Schweizer Illustrierte in 1970, as a "magazine for ladies and gentlemen from better circles". This is precisely what its contemporary reincarnation does not and should not be. After all, the new Sie + Er is included in the Schweizer Volkssonntagsblatt - and not in the seventh issue of the NZZ.
In view of the various high-priced articles and advertisements, however, the glossy title would almost be better placed there. Or which of Blick's traditional and targeted readers can afford the spring fashions by Pradaguccivalentino presented in the fashion section? In any case, it's no coincidence that only medium-sized Swiss companies such as Vögele and Manor advertise in the same magazine. Even the Lotus tested further back remains in the realm of men's daydreams for the average office worker (at a target price of 70,000 francs).
But what is an English sports car compared to the Swabian luxury car Maybach? Peanuts. The Dufourstrasse is correspondingly proud of the commercial presence of the DaimlerChrysler subsidiary, which only very rarely places advertisements. And when it does, in the finest
lifestyle magazines.
What the publisher interprets as an accolade for its ambitious new magazine will be seen by some subscribers as a slap in the face of the workers. In any case, such snobbery can hardly be reconciled with the usual "you're on top, we're on the bottom" attitude.
> Oliver Classen, Editor
