Good vibrations for Geneva's Le Temps
Special Interest Le Temps has an ear for music: from October, the Geneva newspaper will include the magazine Vibrations.
Special interest Le Temps has an ear for music: from October, the Geneva newspaper will include the magazine Vibrations Media research shows that daily newspapers often have little to offer young readers. They use their own media, which are better suited to their needs. Publishers have already tried several times to lure this coveted target group with special youth supplements. However, hardly any of these supplements survived the next round of savings, which is why Le Temps is now joining forces with an established partner to rejuvenate its readership. From October 4, the Geneva daily newspaper will include the music magazine Vibrations on the first Monday of the month. Vibrations has been published for thirteen years and even has an offshoot in France. It was founded in Lausanne by Elisabeth Stoudmann and Pierre-Jean Crittin. The topics covered range from rock and pop to jazz, soul and world music. Vibrations is not a star cut magazine, but deals in depth with artists and their works.
However, the readers of Vibrations have already outgrown the youngest target group. 70 percent are between 21 and 30 years old, only 5 percent are under 18.
In addition to rejuvenating its readership, Le Temps is therefore also aiming to supplement its cultural offering with this cooperation: every Thursday, the newspaper is already published with the Sortir guide to going out, and on Saturdays, the Samedi Culturel supplement provides a rendez-vous with literature and art. For readers interested in culture, the new supplement offers an additional benefit at no extra cost.
Increased circulation
Vibrations can multiply its circulation as a supplement to Le Temps. 60,000 copies are added to the newspaper. The magazine increases its self-distributed circulation from 15,000 to 20,000 copies. They are sold via subscriptions, newsstand sales and free distribution at concerts and festivals. The page price for advertisements will be raised from 4800 to 9980 francs. The Zurich agency Mediabox will continue to market the magazine. Customers from French-speaking Switzerland can now also book via Espace Pub, the advertising management company of Le Temps. Espace Pub forwards the bookings to Mediabox and receives an agency commission.
Vibrations will be slightly revised conceptually for the launch of the collaboration in October. We have already switched from adhesive binding to staples, as a small proportion of the enclosed copies have to be folded. In terms of content, Vibrations remains independent. There are also no plans to merge the two titles and publishers financially.
The music magazine Vibrations will be included in the Geneva newspaper Le Temps from October.
However, the readers of Vibrations have already outgrown the youngest target group. 70 percent are between 21 and 30 years old, only 5 percent are under 18.
In addition to rejuvenating its readership, Le Temps is therefore also aiming to supplement its cultural offering with this cooperation: every Thursday, the newspaper is already published with the Sortir guide to going out, and on Saturdays, the Samedi Culturel supplement provides a rendez-vous with literature and art. For readers interested in culture, the new supplement offers an additional benefit at no extra cost.
Increased circulation
Vibrations can multiply its circulation as a supplement to Le Temps. 60,000 copies are added to the newspaper. The magazine increases its self-distributed circulation from 15,000 to 20,000 copies. They are sold via subscriptions, newsstand sales and free distribution at concerts and festivals. The page price for advertisements will be raised from 4800 to 9980 francs. The Zurich agency Mediabox will continue to market the magazine. Customers from French-speaking Switzerland can now also book via Espace Pub, the advertising management company of Le Temps. Espace Pub forwards the bookings to Mediabox and receives an agency commission.
Vibrations will be slightly revised conceptually for the launch of the collaboration in October. We have already switched from adhesive binding to staples, as a small proportion of the enclosed copies have to be folded. In terms of content, Vibrations remains independent. There are also no plans to merge the two titles and publishers financially.
The music magazine Vibrations will be included in the Geneva newspaper Le Temps from October.
Stefano Monachesi
