Prelude to a new era
New Advertising Opportunities—But Demand Remains Cautious
New offers for advertising - but demand is still restrainedBy Daniel Schifferle The first Weltwoche in magazine format is on the market. The completely revamped paper differs in appearance from continental European news magazines and sets itself apart from the Sunday press in terms of content. However, advertisers are still reluctant.
A long tradition has come to an end: Weltwoche as a newspaper no longer exists. The weekly newspaper, founded in 1933, was published for exactly 69 years and one month. With the issue of May 2, 2002, it has now retired at a stately age.
The new era began last Wednesday. The qualities on which the fresh
born magazine, explained editor-in-chief Roger Köppel in the last issue in newspaper format. The new Weltwoche will "refuse to pander to any fashion trends or to certain age and purchasing power groups.
The new Weltwoche in magzine format also sets itself apart from news magazines such as Facts and from the Sunday press: "It is intended to set a clear difference from the rather image-heavy political magazines and news magazines of continental Europe, but also from the Sunday and daily newspapers, which have increasingly developed into daily weeklies in recent years," Köppel writes. He says the graphic design was conceived with this in mind: "Effect-free, unagitated, geared to the needs of people who appreciate craftsmanship and enjoy reading." A "calm, unadorned design" was the order of the day, with the aim of presenting the authors' contributions in the most reader-friendly and stylish way possible.
Advertising market still exercising restraint
However, a new era has begun not only for readers, but also for advertisers. Unlike newspapers, all the additional advertising formats that a magazine offers are now possible: Unfold, altar fold and tip-ons. Also new is the standard rate for black and white and four-color ads (1/1 page costs 13728 Swiss francs).
However, advertisers are still reluctant. According to Weltwoche publishing director Uli Rubner, the first issue was quickly booked up. But there is still plenty of advertising space available in subsequent issues, she said. "Many potential advertisers say they want to see the issue first. I expect interest to pick up significantly after the first issue is published," Rubner explains.
The most difficult hurdle in the new launch in magazine format, he says, was convincing advertisers that the new Weltwoche was a longer-term proposition. "After Weltwoche disappointed advertisers' expectations several times in recent years, the attitude is now widespread: they should first prove that they're really serious."
Weltwoche magazine to include job ads
Despite this temporary reluctance, however, Rubner also identifies new potential - thanks to the magazine format and better print quality. "Advertisers from the luxury goods and upscale consumer goods sectors who didn't want to advertise in the newspaper are now showing interest," she says.
Weltwoche also wants to continue to offer itself as a platform for the job market, even without membership of the Executive Combi (with HandelsZeitung and NZZ). The fact that the first issue did not yet contain any job ads was due to the hectic launch phase, during which other things took priority.
Rubner is convinced that the magazine format is also very well suited as a job platform. "The Economist in England, which has plenty of job ads, is clear proof of this. Marked financial losses in the job market are therefore not expected. "Especially since the executive combination has never really fulfilled expectations anyway," adds the Weltwoche publishing director.
A long tradition has come to an end: Weltwoche as a newspaper no longer exists. The weekly newspaper, founded in 1933, was published for exactly 69 years and one month. With the issue of May 2, 2002, it has now retired at a stately age.
The new era began last Wednesday. The qualities on which the fresh
born magazine, explained editor-in-chief Roger Köppel in the last issue in newspaper format. The new Weltwoche will "refuse to pander to any fashion trends or to certain age and purchasing power groups.
The new Weltwoche in magzine format also sets itself apart from news magazines such as Facts and from the Sunday press: "It is intended to set a clear difference from the rather image-heavy political magazines and news magazines of continental Europe, but also from the Sunday and daily newspapers, which have increasingly developed into daily weeklies in recent years," Köppel writes. He says the graphic design was conceived with this in mind: "Effect-free, unagitated, geared to the needs of people who appreciate craftsmanship and enjoy reading." A "calm, unadorned design" was the order of the day, with the aim of presenting the authors' contributions in the most reader-friendly and stylish way possible.
Advertising market still exercising restraint
However, a new era has begun not only for readers, but also for advertisers. Unlike newspapers, all the additional advertising formats that a magazine offers are now possible: Unfold, altar fold and tip-ons. Also new is the standard rate for black and white and four-color ads (1/1 page costs 13728 Swiss francs).
However, advertisers are still reluctant. According to Weltwoche publishing director Uli Rubner, the first issue was quickly booked up. But there is still plenty of advertising space available in subsequent issues, she said. "Many potential advertisers say they want to see the issue first. I expect interest to pick up significantly after the first issue is published," Rubner explains.
The most difficult hurdle in the new launch in magazine format, he says, was convincing advertisers that the new Weltwoche was a longer-term proposition. "After Weltwoche disappointed advertisers' expectations several times in recent years, the attitude is now widespread: they should first prove that they're really serious."
Weltwoche magazine to include job ads
Despite this temporary reluctance, however, Rubner also identifies new potential - thanks to the magazine format and better print quality. "Advertisers from the luxury goods and upscale consumer goods sectors who didn't want to advertise in the newspaper are now showing interest," she says.
Weltwoche also wants to continue to offer itself as a platform for the job market, even without membership of the Executive Combi (with HandelsZeitung and NZZ). The fact that the first issue did not yet contain any job ads was due to the hectic launch phase, during which other things took priority.
Rubner is convinced that the magazine format is also very well suited as a job platform. "The Economist in England, which has plenty of job ads, is clear proof of this. Marked financial losses in the job market are therefore not expected. "Especially since the executive combination has never really fulfilled expectations anyway," adds the Weltwoche publishing director.
