Engagement sign
Lifestyle The design magazine *Sign* has two parent companies: *Bolero* and *Ideales Heim* are opening the door for each other to their respective markets.
Lifestyle The design magazine Sign has two mothers: Bolero and Ideales Heim open the door to their own markets When Bolero approached Ringier in the summer, it was clear to the industry that sales talks had to take place. However, the fact that the women's title had been in talks with the publisher Archithema for a long time received little response. The result of these meetings was not a merger, but a rare event: Sign, a joint magazine from two publishers. "Actually, Emil Bisig from Archithema and I have been in regular contact since 2000," adds Bolero publishing director Martina Allenspach. About a year ago, the idea of the design magazine Sign was born. Commercial interests were at the forefront. Both magazines wanted to tap into new customer groups. Bolero was looking for a way into interior design, while Ideales Heim wanted to become more fashionable. The credibility of the brands in their respective markets was to be transferred to the partner. Ideales Heim and Bolero therefore appear together as the sender of Sign.
Close cooperation between two publishers requires a cautious approach. For example, sensitive data is involved in the area of advertising acquisition. Allenspach therefore emphasizes the "great basic trust" that prevailed between the partners as a special feature of the cooperation. Coordination over the course of a year and across two companies was a major communication task. But "overall, the story is like a love story," enthuses Allenspach.
Cautious fashion customersHowever, there was only limited cooperation in the advertising business. The two sales managers went through the customer lists together. However, they then divided the list up by sector and acquired them separately. Sign was less well received by fashion customers than hoped. Allenspach explains that the poor economic situation of the Italian labels put a spanner in the works. The industry is not expecting an upturn until 2005 and is currently not ready for experiments.
"The commercial success was okay," says the publishing director cautiously. Sign is financed by advertising revenue, but does not generate a large profit. Allenspach is expecting a second issue next November to be more successful. Whether this will happen depends on the sales figures at the kiosk.
No further collaborations are planned at Bolero for the time being. First up is the collaboration with the new Ringier sister magazine Edelweiss. "We will integrate our product as much as necessary," says Allenspach. Perhaps a new love story will develop despite the different positioning and language boundaries.
Sign was produced by Andrea Cavegn and AD Ulrike Beling.
Close cooperation between two publishers requires a cautious approach. For example, sensitive data is involved in the area of advertising acquisition. Allenspach therefore emphasizes the "great basic trust" that prevailed between the partners as a special feature of the cooperation. Coordination over the course of a year and across two companies was a major communication task. But "overall, the story is like a love story," enthuses Allenspach.
Cautious fashion customersHowever, there was only limited cooperation in the advertising business. The two sales managers went through the customer lists together. However, they then divided the list up by sector and acquired them separately. Sign was less well received by fashion customers than hoped. Allenspach explains that the poor economic situation of the Italian labels put a spanner in the works. The industry is not expecting an upturn until 2005 and is currently not ready for experiments.
"The commercial success was okay," says the publishing director cautiously. Sign is financed by advertising revenue, but does not generate a large profit. Allenspach is expecting a second issue next November to be more successful. Whether this will happen depends on the sales figures at the kiosk.
No further collaborations are planned at Bolero for the time being. First up is the collaboration with the new Ringier sister magazine Edelweiss. "We will integrate our product as much as necessary," says Allenspach. Perhaps a new love story will develop despite the different positioning and language boundaries.
Sign was produced by Andrea Cavegn and AD Ulrike Beling.
Stefano Monachesi
