MEX is dead - long live MEX
Factum, the new owner, plans to revive the magazine before summer
Factum, the new owner, wants to resurrect the magazine before the summerby Daniel SchifferleIn May or June, the Musenalp Express (MEX) is to be resurrected - with a lower publication frequency, a new distribution structure and a partner yet to be found. The Zurich-based direct marketing agency Factum hopes to achieve the success that Ringier failed to achieve with its youth magazine.
The Musenalp Express is here to stay. The MEX had changed hands several times over the past five years without ever getting back on a green branch. Ringier finally took over the magazine in the summer of 1998 - and had big plans for it. But in December 2000, the company had to admit that the market size and potential of MEX had been overestimated at the time of purchase, which is why the decision was made to sell (WW 42/00).
Now the problem child has landed at the Zurich direct marketing agency Factum. However, the magazine is an old acquaintance for them. Back in 1995 and 1996, when the Postille was still owned by Color Media (Fotolabo Group), it was responsible for its marketing. She knows the joys and pitfalls of MEX at close quarters.
Factum also feels at home in the age spectrum addressed. This is because the company, which specializes in publishing marketing, was initially mainly involved in the children's and youth sector when it was launched over twelve years ago. Titles such as Weltbild, Hoppla or Benni came out of Factum's kitchen, a company that is well versed in the youth market. And yet, or perhaps precisely because of this, it relies on MEX.
What Ringier failed to do, the small agency wants to achieve
In any case, the founder and managing director of Factum, Valentino Mauriello, is not deterred by the negative experiences Ringier had with MEX. "A large publishing house is not the right organization for smaller plants like Musenalp Express," he is convinced.
A compact company like Factum, which deals with media marketing on a daily basis, has better cards in its hand. In addition, in recent years, when Factum has also been marketing publishing products in Germany, Austria, Poland and the UK, it has gained know-how that is now very useful. Mauriello: "In these countries, there is sometimes more practice in bundling target groups into forums and marketing them successfully."
And that is exactly what Mauriello intends to do with MEX. The magazine, which was last published last December, is set to celebrate its comeback next May or June. However, with various new features that have only just been outlined. One thing is already clear: the central constants such as distribution, publication frequency and positioning will have to be reorganized to give the magazine another chance.
Slimmed down and with a new sales partner
One of the fundamental problems is the cost of postage. This is why Mauriello is focusing on co-marketing with a company that is active in the youth and young adult segment. "H&M, Nike or an internet company - there are plenty of companies that could jump on board with a product like the MEX," says Mauriello and is optimistic that he will soon find his ideal partner.
Another topic that needs to be analyzed, according to Mauriello, is the publication frequency. "Do we publish the magazine ten times, as has been the case since the takeover by Ringier, or do we go back to six issues?" Another weakness of the magazine that he wants to iron out is its positioning. "The old MEX had too diffuse a readership," says Mauriello. "You can't write an article for 13-year-olds and then expect 25-year-olds to be interested in it too." In future, the magazine should therefore move away from kids and towards young adults. Mauriello's reasoning: "They already earn their own money and are therefore more interesting for advertising."
Nevertheless, he does not want to abandon the previous editorial concept. MEX will continue to fill its text columns predominantly with submissions and lyrical attempts by its readers.
However, something will certainly be different at MEX this year: the website. Mextown.ch, the associated site that Ringier only launched in August with a lot of marketing noise, would also have been available. "However, our cost-benefit analysis showed that a separate, leaner version would be the better solution," says Mauriello.
However, there is still a naming problem with the Mex.ch address, which has already caused Ringier to fail: there are two municipalities in Switzerland with the name Mex, one in the canton of Vaud and one in Valais. Mauriello believes that Ringier has probably given up too early and remains optimistic: "I am sure that we will find a sensible solution."
The Musenalp Express is here to stay. The MEX had changed hands several times over the past five years without ever getting back on a green branch. Ringier finally took over the magazine in the summer of 1998 - and had big plans for it. But in December 2000, the company had to admit that the market size and potential of MEX had been overestimated at the time of purchase, which is why the decision was made to sell (WW 42/00).
Now the problem child has landed at the Zurich direct marketing agency Factum. However, the magazine is an old acquaintance for them. Back in 1995 and 1996, when the Postille was still owned by Color Media (Fotolabo Group), it was responsible for its marketing. She knows the joys and pitfalls of MEX at close quarters.
Factum also feels at home in the age spectrum addressed. This is because the company, which specializes in publishing marketing, was initially mainly involved in the children's and youth sector when it was launched over twelve years ago. Titles such as Weltbild, Hoppla or Benni came out of Factum's kitchen, a company that is well versed in the youth market. And yet, or perhaps precisely because of this, it relies on MEX.
What Ringier failed to do, the small agency wants to achieve
In any case, the founder and managing director of Factum, Valentino Mauriello, is not deterred by the negative experiences Ringier had with MEX. "A large publishing house is not the right organization for smaller plants like Musenalp Express," he is convinced.
A compact company like Factum, which deals with media marketing on a daily basis, has better cards in its hand. In addition, in recent years, when Factum has also been marketing publishing products in Germany, Austria, Poland and the UK, it has gained know-how that is now very useful. Mauriello: "In these countries, there is sometimes more practice in bundling target groups into forums and marketing them successfully."
And that is exactly what Mauriello intends to do with MEX. The magazine, which was last published last December, is set to celebrate its comeback next May or June. However, with various new features that have only just been outlined. One thing is already clear: the central constants such as distribution, publication frequency and positioning will have to be reorganized to give the magazine another chance.
Slimmed down and with a new sales partner
One of the fundamental problems is the cost of postage. This is why Mauriello is focusing on co-marketing with a company that is active in the youth and young adult segment. "H&M, Nike or an internet company - there are plenty of companies that could jump on board with a product like the MEX," says Mauriello and is optimistic that he will soon find his ideal partner.
Another topic that needs to be analyzed, according to Mauriello, is the publication frequency. "Do we publish the magazine ten times, as has been the case since the takeover by Ringier, or do we go back to six issues?" Another weakness of the magazine that he wants to iron out is its positioning. "The old MEX had too diffuse a readership," says Mauriello. "You can't write an article for 13-year-olds and then expect 25-year-olds to be interested in it too." In future, the magazine should therefore move away from kids and towards young adults. Mauriello's reasoning: "They already earn their own money and are therefore more interesting for advertising."
Nevertheless, he does not want to abandon the previous editorial concept. MEX will continue to fill its text columns predominantly with submissions and lyrical attempts by its readers.
However, something will certainly be different at MEX this year: the website. Mextown.ch, the associated site that Ringier only launched in August with a lot of marketing noise, would also have been available. "However, our cost-benefit analysis showed that a separate, leaner version would be the better solution," says Mauriello.
However, there is still a naming problem with the Mex.ch address, which has already caused Ringier to fail: there are two municipalities in Switzerland with the name Mex, one in the canton of Vaud and one in Valais. Mauriello believes that Ringier has probably given up too early and remains optimistic: "I am sure that we will find a sensible solution."
