"Intellectual brown bread"
Martin Paff, publishing director at Cicero, on ad spreads and (the lack of) Swiss clients.WW Mr. Paff, the 148-page inaugural issue features a whopping 46 pages of ads.
Martin Paff, publishing director of Cicero, on advertising lines and (missing) Swiss customers.WW Mr. Paff, there are a whopping 46 advertising pages in the 148-page first issue.Martin Paff, publishing director of Cicero, on advertising lines and (missing) Swiss customers.WW Mr. Paff, there are a whopping 46 advertising pages in the 148-page first issue. How many are paid for?
Martin Paff Around 40, with an introductory discount of 20 percent on the regular price of 9900 euros until June.
A total of eight of them come from Subaru, a car brand that is unlikely to have the same target group as Cicero.
Why? Our monthly magazine is not just a luxury publication, but intellectual black bread that normal earners can also afford - and hopefully want. The fact that our first customer, Subaru, has already booked an entire advertising space gave us a special boost. Especially as Maybach unfortunately does not yet run eight-page ads.
However, Swiss advertisers are sought in vain. Was there no support from the parent company Ringier?
Only indirectly. As we are positioned completely differently to Schweizer Illustrierte or Glückspost, synergy effects are limited. In addition, we have only been on the market for three months. So there is certainly still a lot of potential in Switzerland.
What proportion of the 120,000-copy initial print run goes to newsstands south of the Rhine?
A further 7000 titles are sent to Ringier's target mailing list and from there directly to the letterboxes of political, economic and intellectual opinion leaders as well as to selected Swiss hotels.
Interview:
Oliver Classen
Martin Paff Around 40, with an introductory discount of 20 percent on the regular price of 9900 euros until June.
A total of eight of them come from Subaru, a car brand that is unlikely to have the same target group as Cicero.
Why? Our monthly magazine is not just a luxury publication, but intellectual black bread that normal earners can also afford - and hopefully want. The fact that our first customer, Subaru, has already booked an entire advertising space gave us a special boost. Especially as Maybach unfortunately does not yet run eight-page ads.
However, Swiss advertisers are sought in vain. Was there no support from the parent company Ringier?
Only indirectly. As we are positioned completely differently to Schweizer Illustrierte or Glückspost, synergy effects are limited. In addition, we have only been on the market for three months. So there is certainly still a lot of potential in Switzerland.
What proportion of the 120,000-copy initial print run goes to newsstands south of the Rhine?
A further 7000 titles are sent to Ringier's target mailing list and from there directly to the letterboxes of political, economic and intellectual opinion leaders as well as to selected Swiss hotels.
Interview:
Oliver Classen
