Young and small, yet loud and sharp
Youth media A new party magazine conquers Eastern Switzerland. Thanks to Radio Top, Winterthur is also set to fall.
Youth media A new party magazine conquers Eastern Switzerland. Thanks to Radio Top, Winterthur is also set to fall.
St.Gallen is the secret trend mecca of Switzerland. Don't you think so? Here's the proof: in 1995, a magazine called Trend Magazin was published for the first time in the capital of Eastern Switzerland. Kult followed in 1997. And in 2003, the Lautundspitz booklet began its triumphal march. "I always enjoyed reading the old Kult," says graphic designer Ronny Spitzli, who launched the booklet together with Thomas Lautenschlager. The two started out as party organizers in Schwarzenbach SG under the programmatic name Lautundspitz. That was three years ago. The parties' website soon developed into a nightlife and photo site. In July, the two young entrepreneurs gave their activities the form of a limited company and decided to try their hand at the print market as well.
Lautenschlager and Spitzli chose the small A6 format for their booklet. "So you can put it in your trouser pocket or handbag when you go out," says Ronny Spitzli. Around 30 percent of the monthly free print run is sold in clubs, the rest in stores or bars. The booklet was launched in September with 10,000 copies. "They were all gone within two weeks," says Spitzli happily. And is responding to the demand: the print run will be doubled from January. In addition to the regions of Wil, St.Gallen, Toggenburg, Lake Constance and Winterthur, the booklet will then also be available in the Rhine and Linthal regions and in Vorarlberg.
Hands off Zurich
Unlike its predecessors Kult and Trend Magazin, Lautundspitz does not want to make the move to Zurich. "This market is oversaturated," says Spitzli. The booklet is to concentrate on Eastern Switzerland - which includes Winterthur. "We are now going full throttle in Winterthur," says Spitzli. He receives support from Radio Top.
The Lautundspitz booklet will be the official media partner of the local station from January. It replaces the local "Ausgehagenda Ruhestörung". Radio Top has been available in St.Gallen since the end of 2001; however, according to Spitzli, the frequency is not sufficiently well known among the population. Both media want to increase their audience by advertising with their respective partners.
Not only new readers, but also new advertising customers are being sought. "The first customers were mainly party organizers or partners of our website," says Spitzli. "With the increased circulation, we now have to attract national customers and conclude annual contracts." So far, the booklet has been in the black - thanks to low costs. The authors write for free and Spitzli does the layout himself in his graphics office. The duo also acquire advertising on their own: "We haven't thought about cooperating with a media marketer yet." But the two young entrepreneurs know exactly where they want to go: "In a year's time, we'll be a must for all young people in Eastern Switzerland!"
Stefano Monachesi
St.Gallen is the secret trend mecca of Switzerland. Don't you think so? Here's the proof: in 1995, a magazine called Trend Magazin was published for the first time in the capital of Eastern Switzerland. Kult followed in 1997. And in 2003, the Lautundspitz booklet began its triumphal march. "I always enjoyed reading the old Kult," says graphic designer Ronny Spitzli, who launched the booklet together with Thomas Lautenschlager. The two started out as party organizers in Schwarzenbach SG under the programmatic name Lautundspitz. That was three years ago. The parties' website soon developed into a nightlife and photo site. In July, the two young entrepreneurs gave their activities the form of a limited company and decided to try their hand at the print market as well.
Lautenschlager and Spitzli chose the small A6 format for their booklet. "So you can put it in your trouser pocket or handbag when you go out," says Ronny Spitzli. Around 30 percent of the monthly free print run is sold in clubs, the rest in stores or bars. The booklet was launched in September with 10,000 copies. "They were all gone within two weeks," says Spitzli happily. And is responding to the demand: the print run will be doubled from January. In addition to the regions of Wil, St.Gallen, Toggenburg, Lake Constance and Winterthur, the booklet will then also be available in the Rhine and Linthal regions and in Vorarlberg.
Hands off Zurich
Unlike its predecessors Kult and Trend Magazin, Lautundspitz does not want to make the move to Zurich. "This market is oversaturated," says Spitzli. The booklet is to concentrate on Eastern Switzerland - which includes Winterthur. "We are now going full throttle in Winterthur," says Spitzli. He receives support from Radio Top.
The Lautundspitz booklet will be the official media partner of the local station from January. It replaces the local "Ausgehagenda Ruhestörung". Radio Top has been available in St.Gallen since the end of 2001; however, according to Spitzli, the frequency is not sufficiently well known among the population. Both media want to increase their audience by advertising with their respective partners.
Not only new readers, but also new advertising customers are being sought. "The first customers were mainly party organizers or partners of our website," says Spitzli. "With the increased circulation, we now have to attract national customers and conclude annual contracts." So far, the booklet has been in the black - thanks to low costs. The authors write for free and Spitzli does the layout himself in his graphics office. The duo also acquire advertising on their own: "We haven't thought about cooperating with a media marketer yet." But the two young entrepreneurs know exactly where they want to go: "In a year's time, we'll be a must for all young people in Eastern Switzerland!"
Stefano Monachesi
