Holiday newspaper for young readers
Sonntagspresse Weltwissen aims to communicate "Cracks for Kids". The task of the children's Sunday paper, which is supported by Migros, MediaMarkt and Zurich Insurance, is also early branding.
Sonntagspresse Weltwissen aims to communicate "Cracks for Kids". The task of the children's Sunday paper, which is supported by Migros, MediaMarkt and Zurich Insurance, is also early branding.
Apart from the commuter newspaper phenomenon, the Lord's Day still seems to be the greatest source of inspiration for publishing strategists. After the colorful seventh editions of NZZ and FAZ, "Cracks for Kids" (CfK) will also be published on Sundays from January 11, 2004, and is also pursuing a double calculation: in journalistic terms, the aim is to set a current agenda for the whole family; and commercially, to create an early branding platform that helps to increase the influence of young people on Sunday purchasing decisions.With the eyes of a child...
In the first volume of the fourth (!) Swiss-German holiday newspaper, the political and economic reality of adults will be viewed through the eyes of children, while the second will focus on soft topics such as sport, games and entertainment (and the brands associated with them). Speaking of associations: in view of the already protected word mark "CfK", some parents who are only moderately proficient in English are more likely to think of the cocaine derivative of the same name than of journalistic experts who want to show and explain the times to 9 to 13-year-olds.
Ex-Tamedia manager René Gehrig's project, whose annual budget (2004: CHF 3.5 to 4 million) is "long-term" and sponsored in equal parts by the three partners mentioned above, pursues both economic and idealistic intentions. According to the concept, the baby among the Sunday titles - distributed early like SoBli, SoZ and NZZaS via Zuvo - should act as a forum for local to global personalities with a role model and incentive function. The experienced marketer and father of a nine-year-old son also wants to organize SMS competitions and "Cracky" events as soon as possible. Gehrig assures Werbewoche that he will "transfer the proceeds to charitable institutions such as the SOS Children Foundation".
As editor-in-chief, he was able to win over jack-of-all-trades Mario Aldrovandi, who is currently developing a child-friendly reader guide together with ex-Cash newspaper editor Hansi Voigt. "From the picture to its legend and the accompanying scrolling text to the website" is the motto of a multimedia philosophy in which interactive Internet content is to play a central role. The experience of the image man Aldrovandi, gained at Ringier, Radio 24 and most recently RTL/Pro Sieben, certainly benefits this concept of deepening and linking.
Gehrig, who himself holds 90 percent of CfK Media AG, which is domiciled in Lenzburg in the canton of Aargau, will also benefit from Dani
Späni, its sole shareholder. His health marketing agency Sanatrend guarantees the Sonntagszeitung für Junioren not only specialist expertise, but also a professional approach to this advertising market, which has so far focused on senior citizens.
No influence from the early brandersHowever, CfK has played it safe with the large, but already budget-relevant campaigns of its long-term patrons Migros, MediaMarkt and Zurich Insurance. Their image and product ads will alternately and exclusively feature a commercial "Swiss cross" on pages two and three. Apart from advisory board seats for the representatives of the main sponsors, this prominent placement is the only consideration to which he has contractually committed himself. Gehrig tries to dispel concerns about any influence exerted by the three early branders by pointing to their vested interest in editorial independence. "If Migros wanted a children's edition of its bridge builder, it would simply make one." And Aldrovandi adds metaphorically: "Our partners have only built the highway; only we will drive on it."
What the FAZ am Sonntag "warns" against, "CfK" puts into practice: a newspaper just for kids.
Oliver Classen
Apart from the commuter newspaper phenomenon, the Lord's Day still seems to be the greatest source of inspiration for publishing strategists. After the colorful seventh editions of NZZ and FAZ, "Cracks for Kids" (CfK) will also be published on Sundays from January 11, 2004, and is also pursuing a double calculation: in journalistic terms, the aim is to set a current agenda for the whole family; and commercially, to create an early branding platform that helps to increase the influence of young people on Sunday purchasing decisions.With the eyes of a child...
In the first volume of the fourth (!) Swiss-German holiday newspaper, the political and economic reality of adults will be viewed through the eyes of children, while the second will focus on soft topics such as sport, games and entertainment (and the brands associated with them). Speaking of associations: in view of the already protected word mark "CfK", some parents who are only moderately proficient in English are more likely to think of the cocaine derivative of the same name than of journalistic experts who want to show and explain the times to 9 to 13-year-olds.
Ex-Tamedia manager René Gehrig's project, whose annual budget (2004: CHF 3.5 to 4 million) is "long-term" and sponsored in equal parts by the three partners mentioned above, pursues both economic and idealistic intentions. According to the concept, the baby among the Sunday titles - distributed early like SoBli, SoZ and NZZaS via Zuvo - should act as a forum for local to global personalities with a role model and incentive function. The experienced marketer and father of a nine-year-old son also wants to organize SMS competitions and "Cracky" events as soon as possible. Gehrig assures Werbewoche that he will "transfer the proceeds to charitable institutions such as the SOS Children Foundation".
As editor-in-chief, he was able to win over jack-of-all-trades Mario Aldrovandi, who is currently developing a child-friendly reader guide together with ex-Cash newspaper editor Hansi Voigt. "From the picture to its legend and the accompanying scrolling text to the website" is the motto of a multimedia philosophy in which interactive Internet content is to play a central role. The experience of the image man Aldrovandi, gained at Ringier, Radio 24 and most recently RTL/Pro Sieben, certainly benefits this concept of deepening and linking.
Gehrig, who himself holds 90 percent of CfK Media AG, which is domiciled in Lenzburg in the canton of Aargau, will also benefit from Dani
Späni, its sole shareholder. His health marketing agency Sanatrend guarantees the Sonntagszeitung für Junioren not only specialist expertise, but also a professional approach to this advertising market, which has so far focused on senior citizens.
No influence from the early brandersHowever, CfK has played it safe with the large, but already budget-relevant campaigns of its long-term patrons Migros, MediaMarkt and Zurich Insurance. Their image and product ads will alternately and exclusively feature a commercial "Swiss cross" on pages two and three. Apart from advisory board seats for the representatives of the main sponsors, this prominent placement is the only consideration to which he has contractually committed himself. Gehrig tries to dispel concerns about any influence exerted by the three early branders by pointing to their vested interest in editorial independence. "If Migros wanted a children's edition of its bridge builder, it would simply make one." And Aldrovandi adds metaphorically: "Our partners have only built the highway; only we will drive on it."
What the FAZ am Sonntag "warns" against, "CfK" puts into practice: a newspaper just for kids.
Oliver Classen
