Top, the bet is on
Print Media McCann Erickson firmly believes that *Das Magazin* will be the best advertising medium in Zurich, Basel, and Bern.
Print media McCann Erickson firmly believes that Das Magazin will be the best advertising medium in Zurich, Basel and Berne. From the beginning of 2005, Das Magazin will be included in the Tages-Anzeiger, the Basler Zeitung and the Berner Zeitung BZ every Saturday. However, a special Wemf study will not be able to show the new readership figures until the end of 2005. Nevertheless, Das Magazin is already convinced that it will achieve the highest reach, the lowest 1000-reader price and 730000 readers in the economic areas of Zurich, Basel and Berne. On this basis, McCann Erickson has designed a new advertising campaign: The publisher and editors of Das Magazin are taking bets that Wemf will confirm the new readership data. Publisher Hans Heinrich Coninx, for example, is betting on his favorite fly. Author Martin Suter bets on a business class ticket, colleague Max Küng on his sneaker collection. The editor-in-chief is also placing a wager: Res Strehle is betting on his best suit that Das Magazin will reach 730000 readers.
"What I like about this story is that not only the commercial managers in the publishing house, but also the people in the re
The magazine's editors have gladly agreed to take part in these bets and thus back their product," says CD Peter Rettinghausen at McCann Erickson. Anyone who doesn't believe in the magazine's new figures can bid against it. Of course, it was easy for all the protagonists to back their product with "a sure win on this bet".
name including a valuable gadget.
In recent years, Tamedia has only advertised the Tages-Anzeiger as part of an umbrella brand strategy. In the past, individual properties such as Alpha or the classifieds market were also publicized with their own campaigns. The last advertising for Das Magazin was managed by Ruedi Wyler for a long time. He is fondly remembered for his "thought-provoking" heads. Wyler, who advertised "very successfully" for Das Magazin, according to advertising manager Dominique von Albertini at Tamedia, ultimately lost the budget as a result of this umbrella brand strategy.
In these subjects for the Tages-Anzeiger, Weber Hodel Schmid first worked with headlines. The current and still ongoing campaign with the claim "Wir bleiben dran" (We're staying tuned) comes from the Jung von Matt/Limmat agency.
A comeback of individual advertising for Das Magazin has become inevitable because the Zurich product now has a national focus, which will also be reflected in the editorial environment.
The campaign will start at the end of November on double and 1/1 pages in the advertising trade press, in daily newspapers and in the magazine.
National focusAccording to its self-definition, Das Magazin is "free of compulsory material, but always with its finger on the pulse of the times and creating topicality itself". It reports on people, developments and events from all areas of knowledge. The magazine is "dedicated to sophisticated journalism and high quality
Committed to photography".
In 1988, the Tages-Anzeiger magazine was renamed Das Magazin and separated from the TA editorial team. At the same time as this development, the magazine was also added to the Berner Zeitung for the first time.
From January 2005, Das Magazin will be published nationwide as a supplement to the Basler Zeitung, Berner Zeitung and Solothurner Tagblatt newspapers. The publishers set up an editorial advisory board for this purpose. The print run of the supplement, which is aimed at an "urban readership", increases from around 280,000 to 530,000 copies. The number of readers will rise to 700,000. Marketing will continue to be managed by Fridolin Holdener, Head of Advertising at the Tages-Anzeiger.
The magazine will have a "national focus" under the leadership of Editor-in-Chief Res Strehle in order to achieve a wider geographical distribution.
Wetten, dass ... In McCann Erickson's campaign for the magazine's larger presence, the publisher and editorial team are placing valuable bets on high readership figures.
Das Magazin - a magazine for people with a little more brains. This is how Ruedi Wyler successfully promoted Das Magazin for years.
Andreas Panzeri
"What I like about this story is that not only the commercial managers in the publishing house, but also the people in the re
The magazine's editors have gladly agreed to take part in these bets and thus back their product," says CD Peter Rettinghausen at McCann Erickson. Anyone who doesn't believe in the magazine's new figures can bid against it. Of course, it was easy for all the protagonists to back their product with "a sure win on this bet".
name including a valuable gadget.
In recent years, Tamedia has only advertised the Tages-Anzeiger as part of an umbrella brand strategy. In the past, individual properties such as Alpha or the classifieds market were also publicized with their own campaigns. The last advertising for Das Magazin was managed by Ruedi Wyler for a long time. He is fondly remembered for his "thought-provoking" heads. Wyler, who advertised "very successfully" for Das Magazin, according to advertising manager Dominique von Albertini at Tamedia, ultimately lost the budget as a result of this umbrella brand strategy.
In these subjects for the Tages-Anzeiger, Weber Hodel Schmid first worked with headlines. The current and still ongoing campaign with the claim "Wir bleiben dran" (We're staying tuned) comes from the Jung von Matt/Limmat agency.
A comeback of individual advertising for Das Magazin has become inevitable because the Zurich product now has a national focus, which will also be reflected in the editorial environment.
The campaign will start at the end of November on double and 1/1 pages in the advertising trade press, in daily newspapers and in the magazine.
National focusAccording to its self-definition, Das Magazin is "free of compulsory material, but always with its finger on the pulse of the times and creating topicality itself". It reports on people, developments and events from all areas of knowledge. The magazine is "dedicated to sophisticated journalism and high quality
Committed to photography".
In 1988, the Tages-Anzeiger magazine was renamed Das Magazin and separated from the TA editorial team. At the same time as this development, the magazine was also added to the Berner Zeitung for the first time.
From January 2005, Das Magazin will be published nationwide as a supplement to the Basler Zeitung, Berner Zeitung and Solothurner Tagblatt newspapers. The publishers set up an editorial advisory board for this purpose. The print run of the supplement, which is aimed at an "urban readership", increases from around 280,000 to 530,000 copies. The number of readers will rise to 700,000. Marketing will continue to be managed by Fridolin Holdener, Head of Advertising at the Tages-Anzeiger.
The magazine will have a "national focus" under the leadership of Editor-in-Chief Res Strehle in order to achieve a wider geographical distribution.
Wetten, dass ... In McCann Erickson's campaign for the magazine's larger presence, the publisher and editorial team are placing valuable bets on high readership figures.
Das Magazin - a magazine for people with a little more brains. This is how Ruedi Wyler successfully promoted Das Magazin for years.
Andreas Panzeri
