Swiss Magazine feels headwind
Magazines Swiss is not emerging from the turbulence. This has an impact on its customer magazine.
Magazine Swiss is not emerging from the turbulence. This is having an impact on its customer magazine. "Swiss increases load factor", "Swiss jets better filled": these were the headlines about Swiss passenger statistics in the first quarter of 2004. The reports are also positive for Swiss Magazine, the Swiss airline's in-flight magazine. Nevertheless, the reach potential of the magazine, which is published ten times a year, is declining. Last year, Swiss carried 10.7 million passengers, this year it is likely to be around 1.5 million fewer. At 2.1 million, the first quarter was already 19 percent down on the same period last year. The reason: the improved Swiss load factor was primarily achieved by reducing the fleet and canceling routes. Consequently, the circulation of the Swiss Magazine was reduced by 23 percent (see below right).
Reluctant advertisers
"The headwind increased once again in 2004," says Marcel Wernli, referring to the falling passenger numbers, the economic situation and the investigation into former Swiss CEO André Dosé. Wernli is Managing Director and owner of Swiss Inflight Media (SIM), an agency in Basel that exclusively publishes the Swiss Magazine and all other
Swiss' in-flight media offering. Despite the turbulence at Swiss, Wernli does not sense any customer rejection of Swiss or its magazine. "They are not negative, but more cautious. Long-term advertising bookings have decreased," he says.
Nevertheless, Wernli sees a glimmer on the horizon: if the advertising market recovers in the second half of the year, Swiss's membership of One World is resolved, the discussions about the loan for the airline come to an end and no new turbulence arises, "then we are confident".
Nevertheless, according to Wernli, 2003 was "contrary to expectations, a very good year. Swiss was profitable with its magazine." In fact, SIM was still expecting to be in the red a year ago. "We had a lot of international campaigns and benefited from the fact that Swiss companies do a relatively large amount of business abroad," says Wernli, explaining the positive result. He puts the 2003 advertising volume of the magazine at 260 pages. "One
higher added value" was also generated by four-page publicity reports, which were introduced for the first time last year. This year, however, Wernli is only expecting a "marginally profitable" result.
Adjustments to Swiss change
The Swiss in-flight ambient media segment, which accounts for around 40 percent of SIM's gross revenue, is currently facing a reorientation. Simply because food on board Swiss is no longer free of charge, SIM has to adapt its offer accordingly. Another reason is the loss of destinations. "This will have an impact in this area
lead to price reductions," says Wernli. In return, however, he wants to align ambient media more flexibly and better to target groups (Economy, Business, First Class) and to European and international flights in future.
Falling circulation, stronger applauseWhen it was launched two years ago, Swiss Magazine had a circulation of 120,000 copies (double issue: 160,000 copies). A year ago, it was increased to 130000 and 180000 copies respectively.
Since the beginning of 2004, only 100000/130000 copies have been printed. The print run is not Wemf-certified and does not appear in the Mach-Basic.
However, the bilingual magazine (German/English) takes part in the European Media Study (EMS), which is carried out every two years. The 2002 study showed that Swiss Magazine had 290000 readers on European flights and 110000 readers on international flights. The average reading time was 26 minutes. Swiss Magazine is also the winner of the Best of Corporate
Publishing 2003: It was voted the best German-language customer magazine in the tourism and lifestyle industry group. A four-color advertising page currently costs 23,000 francs gross. (mk)
New boss at Swiss Inflight MediaRoger D. Müller, the previous Managing Director of Swiss Inflight Media (SIM), left the company on April 16 to pursue a new career. Marcel Wernli (photo), the sole owner of SIM, has now taken over the reins. Another new member of the SIM acquisition team is Hans Maurer, former Crossair sales manager. Another person is still being sought.
In addition to SIM, Marcel Wernli owns Inflight Media Marketing AG (IMM), based in Basel, which exclusively represents around 60 airline magazines in Switzerland. Clients include the magazines of Lufthansa, KLM, Air France, Indian Airlines, Japan Airlines, Singapore Airlines, Egypt Air, American Airlines and Air Canada. (mk)
Showpiece: Swiss's in-flight magazine is regarded as the industry leader.
Markus Knöpfli
Reluctant advertisers
"The headwind increased once again in 2004," says Marcel Wernli, referring to the falling passenger numbers, the economic situation and the investigation into former Swiss CEO André Dosé. Wernli is Managing Director and owner of Swiss Inflight Media (SIM), an agency in Basel that exclusively publishes the Swiss Magazine and all other
Swiss' in-flight media offering. Despite the turbulence at Swiss, Wernli does not sense any customer rejection of Swiss or its magazine. "They are not negative, but more cautious. Long-term advertising bookings have decreased," he says.
Nevertheless, Wernli sees a glimmer on the horizon: if the advertising market recovers in the second half of the year, Swiss's membership of One World is resolved, the discussions about the loan for the airline come to an end and no new turbulence arises, "then we are confident".
Nevertheless, according to Wernli, 2003 was "contrary to expectations, a very good year. Swiss was profitable with its magazine." In fact, SIM was still expecting to be in the red a year ago. "We had a lot of international campaigns and benefited from the fact that Swiss companies do a relatively large amount of business abroad," says Wernli, explaining the positive result. He puts the 2003 advertising volume of the magazine at 260 pages. "One
higher added value" was also generated by four-page publicity reports, which were introduced for the first time last year. This year, however, Wernli is only expecting a "marginally profitable" result.
Adjustments to Swiss change
The Swiss in-flight ambient media segment, which accounts for around 40 percent of SIM's gross revenue, is currently facing a reorientation. Simply because food on board Swiss is no longer free of charge, SIM has to adapt its offer accordingly. Another reason is the loss of destinations. "This will have an impact in this area
lead to price reductions," says Wernli. In return, however, he wants to align ambient media more flexibly and better to target groups (Economy, Business, First Class) and to European and international flights in future.
Falling circulation, stronger applauseWhen it was launched two years ago, Swiss Magazine had a circulation of 120,000 copies (double issue: 160,000 copies). A year ago, it was increased to 130000 and 180000 copies respectively.
Since the beginning of 2004, only 100000/130000 copies have been printed. The print run is not Wemf-certified and does not appear in the Mach-Basic.
However, the bilingual magazine (German/English) takes part in the European Media Study (EMS), which is carried out every two years. The 2002 study showed that Swiss Magazine had 290000 readers on European flights and 110000 readers on international flights. The average reading time was 26 minutes. Swiss Magazine is also the winner of the Best of Corporate
Publishing 2003: It was voted the best German-language customer magazine in the tourism and lifestyle industry group. A four-color advertising page currently costs 23,000 francs gross. (mk)
New boss at Swiss Inflight MediaRoger D. Müller, the previous Managing Director of Swiss Inflight Media (SIM), left the company on April 16 to pursue a new career. Marcel Wernli (photo), the sole owner of SIM, has now taken over the reins. Another new member of the SIM acquisition team is Hans Maurer, former Crossair sales manager. Another person is still being sought.
In addition to SIM, Marcel Wernli owns Inflight Media Marketing AG (IMM), based in Basel, which exclusively represents around 60 airline magazines in Switzerland. Clients include the magazines of Lufthansa, KLM, Air France, Indian Airlines, Japan Airlines, Singapore Airlines, Egypt Air, American Airlines and Air Canada. (mk)
Showpiece: Swiss's in-flight magazine is regarded as the industry leader.
Markus Knöpfli
