Women's land in the hands of farmers
The new magazine *Frauenland* aims to fill the gap in women's fashion magazines
The new magazine Frauenland aims to close the fashion magazine gapYou won't find the latest party tips or the coolest shopping addresses in the new magazine that Schweizer Agrarmedien GmbH is launching in November. On purpose. Frauenland is aimed at female farmers, housewives and workers in rural areas. "In principle, we want to fill the gap left by the recently discontinued women's magazine Meyer's, as it used to be as a fashion magazine," says publishing director Rosmarie Ritz, explaining the direction of travel. Not a safe strategy in view of Meyer's inglorious demise, one might think. In the reader market, Frauenland is hoping for start-up support from the Swiss Rural Women's Association (SLFV). The association, with its 60,000 members, has been a sponsor of Schweizer Agrarmedien GmbH for three years. In future, it will use Frauenland for communications and internal information. These will be produced in a removable special section called Landfrauen.
According to Rosmarie Ritz, association members are also the primary target group for the magazine, which is published six times a year. "The idea of a magazine for rural areas had been floating around in our company for some time, but the target group was too vague," says Ritz. The collaboration with the SLFV has now solved this problem.
Not only the domestic plaice is an issue for Frauenland
Frauenland starts with two large print runs of 60,000 copies. The medium-term target is a circulation of 25,000 copies. As many of these copies as possible will be distributed via subscriptions. The magazine will also be available at newsstands. The launch issue will also be available in doctors' and dentists' surgeries, hairdressing salons and "anywhere else where you have to wait".
Rosmarie Ritz emphasizes that the SLFV is by no means only made up of women farmers. The majority of rural women work in ordinary professions. The range of topics in the Frauenland zero number therefore extends beyond the rural and agricultural and, between cooking and gardening tips, also deals in particular with (women's) politics.
Advertising sales are organized in-house
It remains to be seen whether this mix of topics and target group will meet with sufficient response in the advertising market. In the current market situation, Frauenland faces the challenge of selling a rather old-fashioned concept and a little-noticed target group to reluctant advertisers.
Unlike the flagship of Swiss agricultural media, the Bauernzeitung, Frauenland is not marketed by Publimag, but only internally. Rosmarie Ritz did not want to commit herself to specific sectors as preferred advertising customers. Naturally, Frauenland has to try to acquire products that have an affinity with rural women: "We probably won't get the really high-end stuff."
Stefano Monachesi
According to Rosmarie Ritz, association members are also the primary target group for the magazine, which is published six times a year. "The idea of a magazine for rural areas had been floating around in our company for some time, but the target group was too vague," says Ritz. The collaboration with the SLFV has now solved this problem.
Not only the domestic plaice is an issue for Frauenland
Frauenland starts with two large print runs of 60,000 copies. The medium-term target is a circulation of 25,000 copies. As many of these copies as possible will be distributed via subscriptions. The magazine will also be available at newsstands. The launch issue will also be available in doctors' and dentists' surgeries, hairdressing salons and "anywhere else where you have to wait".
Rosmarie Ritz emphasizes that the SLFV is by no means only made up of women farmers. The majority of rural women work in ordinary professions. The range of topics in the Frauenland zero number therefore extends beyond the rural and agricultural and, between cooking and gardening tips, also deals in particular with (women's) politics.
Advertising sales are organized in-house
It remains to be seen whether this mix of topics and target group will meet with sufficient response in the advertising market. In the current market situation, Frauenland faces the challenge of selling a rather old-fashioned concept and a little-noticed target group to reluctant advertisers.
Unlike the flagship of Swiss agricultural media, the Bauernzeitung, Frauenland is not marketed by Publimag, but only internally. Rosmarie Ritz did not want to commit herself to specific sectors as preferred advertising customers. Naturally, Frauenland has to try to acquire products that have an affinity with rural women: "We probably won't get the really high-end stuff."
Stefano Monachesi
