Heinz, please go to dictation
"Annabelle Business" for career women is now being published as a standalone publication
Annabelle Business for career women is now published definitively and independentlyBy Markus Knöpfli In September, the women's magazine Annabelle launches the independent magazine Annabelle Business, a job and career magazine by women for women. As a quarterly magazine, it sees itself as a complement to more current business titles.
According to a Mach-Basic evaluation in an Annabelle business documentary, 230000 women in German-speaking Switzerland are between 20 and 49 years old, have a pronounced interest in jobs, the world of work and careers, are well educated and have a monthly income of at least 8000 francs. Many of them are also in management positions.
These women represent the market potential for Annabelle Business, especially since the majority of them, namely 167,000 female readers, do not even feel addressed by the business titles Finanz & Wirtschaft, Cash, NZZ, Bilanz and HandelsZeitung.
To be on the safe side with the new title, Tamedia undertook a remarkable additional market reconnaissance: Last May, it first launched a prototype of Annabelle Business with a circulation of 140000 copies. Of these, 110000 copies went to Annabelle subscribers, 1000 were sold separately at newsstands at 5.50 Swiss francs, and a target group mailing was realized with 20000 copies. Each issue was accompanied by a questionnaire sent in by 2481 female readers. These non-representative responses, combined with a telephone survey of Annabelle subscribers, produced the following result: two-thirds of the respondents felt that a magazine like Annabelle Business was lacking.
Reason enough, then, for Tamedia to attempt a new launch. Annabelle Business will be published from September as a quarterly, stand-alone magazine of around 100 pages, with a "guaranteed circulation of 45,000 copies," according to Tamedia. The subscription will
20 francs a year. The aim is to be able to certify a sold circulation of 20000 copies after one year, says publishing director Caroline Thoma.
Even though the new magazine is a spin-off, it will be distributed separately and primarily via newsstands for the time being. Annabelle subscribers will not automatically receive Annabelle Business. "That wouldn't make sense, because the target group for Annabelle Business is much more specific," says Thoma.
The new title will also stand out from Annabelle and Annabelle Création in terms of content, and even more clearly than in the test edition. The editorial team will remain the same. The emphasis will be on topics relating to careers and the world of work: "Women who give courage and can be role models," work models, tips on further training, careers, retirement provision, and lifestyle. The advertising rates are also fixed: A full-page, four-color ad costs 9,000 Swiss francs gross.
According to a Mach-Basic evaluation in an Annabelle business documentary, 230000 women in German-speaking Switzerland are between 20 and 49 years old, have a pronounced interest in jobs, the world of work and careers, are well educated and have a monthly income of at least 8000 francs. Many of them are also in management positions.
These women represent the market potential for Annabelle Business, especially since the majority of them, namely 167,000 female readers, do not even feel addressed by the business titles Finanz & Wirtschaft, Cash, NZZ, Bilanz and HandelsZeitung.
To be on the safe side with the new title, Tamedia undertook a remarkable additional market reconnaissance: Last May, it first launched a prototype of Annabelle Business with a circulation of 140000 copies. Of these, 110000 copies went to Annabelle subscribers, 1000 were sold separately at newsstands at 5.50 Swiss francs, and a target group mailing was realized with 20000 copies. Each issue was accompanied by a questionnaire sent in by 2481 female readers. These non-representative responses, combined with a telephone survey of Annabelle subscribers, produced the following result: two-thirds of the respondents felt that a magazine like Annabelle Business was lacking.
Reason enough, then, for Tamedia to attempt a new launch. Annabelle Business will be published from September as a quarterly, stand-alone magazine of around 100 pages, with a "guaranteed circulation of 45,000 copies," according to Tamedia. The subscription will
20 francs a year. The aim is to be able to certify a sold circulation of 20000 copies after one year, says publishing director Caroline Thoma.
Even though the new magazine is a spin-off, it will be distributed separately and primarily via newsstands for the time being. Annabelle subscribers will not automatically receive Annabelle Business. "That wouldn't make sense, because the target group for Annabelle Business is much more specific," says Thoma.
The new title will also stand out from Annabelle and Annabelle Création in terms of content, and even more clearly than in the test edition. The editorial team will remain the same. The emphasis will be on topics relating to careers and the world of work: "Women who give courage and can be role models," work models, tips on further training, careers, retirement provision, and lifestyle. The advertising rates are also fixed: A full-page, four-color ad costs 9,000 Swiss francs gross.
