In search of readers
The French-Swiss daily newspaper Le Temps surprises readers with new products
Le Temps, the daily newspaper for French-speaking Switzerland, surprises readers with new productsBy Anita Vaucher Le Temps, the daily newspaper for French-speaking Switzerland, liquidated its project for its own Sunday newspaper at the end of 1999. However, the resulting study led to new insights into reader needs. From May, Le Temps will therefore be offering a series of new supplements and the TV magazine Télétemps.
Le Temps, the two-year-old daily newspaper in French-speaking Switzerland, has set its sights high on retaining readers and attracting new ones. At the beginning of May, it plans not only to offer new supplements on key topics, but also to publish its own TV magazine. The reason: the study conducted for the project of a new Sunday newspaper finally led the marketing managers of Le Temps to new paths and new ideas.
Attract new advertisers with sophisticated inserts.
The Habiter real estate supplement, which replaced Temps Immobilier, has been published every Monday since mid-January 2000. The sober real estate gazette has evolved into an attractive product that covers a wide range of topics. From chalet construction to modern interior design and portraits of personalities from the world of art and architecture - there is room for everything. This in turn attracts new advertisers for luxury products.
Starting on May 2, a twelve-page supplement entitled "Sciences et multimédia" will be added to the daily edition every Tuesday. The supplement replaces the sporadic two-page articles on this subject area. Scientific topics and complicated interrelationships are to be presented in the new supplement in a generally understandable way. Here, too, the marketing people at Le Temps are flirting with advertising clients from the multimedia sector.
Tempo, a kind of agenda and calendar of events previously published on Saturdays, now appears on Thursdays because readers apparently want to be better prepared for the events taking place over the weekend in the region and the rest of Switzerland. The magazine-style product now has sixteen pages. In addition, the layout has been revised to make it easier for readers to find their way around.
However, Le Temps readers will be really challenged on Saturdays. The new offer will hardly give them time to read the Sunday newspapers of the competition. The first thing that awaits them is an editorial retrospective of the events of the past week. The fourth bundle, Le Temps weekend, is replaced by Magazine. On twelve pages, it deals with the things that give pleasure in life: Gastronomy, travel, fashion, cars, wellness.
Télétemps wants to be more than a TV program guide
The Samedi culture supplement gets a new look and an expanded range of topics. The literature section in particular will be expanded, and the book reviews will also be extended to paperbacks.
The brand-new product that Le Temps is launching for the first time is called Télétemps. The ambitious project is intended to be much more than a TV program guide. "Television has become part of our existence," says Valérie Boagno, head of marketing at Le Temps. That's why the 56-page magazine will take a close look at this medium with analyses, reports and background reports. The Geneva newspaper makers are benefiting from synergies with Télé-Obs, the successful TV magazine of the Nouvel Observateur.
With the exception of one or two additional journalists, the entire new offering is to be realized with the existing editorial team. The subscription and retail prices will not be changed at the moment.
Le Temps, the two-year-old daily newspaper in French-speaking Switzerland, has set its sights high on retaining readers and attracting new ones. At the beginning of May, it plans not only to offer new supplements on key topics, but also to publish its own TV magazine. The reason: the study conducted for the project of a new Sunday newspaper finally led the marketing managers of Le Temps to new paths and new ideas.
Attract new advertisers with sophisticated inserts.
The Habiter real estate supplement, which replaced Temps Immobilier, has been published every Monday since mid-January 2000. The sober real estate gazette has evolved into an attractive product that covers a wide range of topics. From chalet construction to modern interior design and portraits of personalities from the world of art and architecture - there is room for everything. This in turn attracts new advertisers for luxury products.
Starting on May 2, a twelve-page supplement entitled "Sciences et multimédia" will be added to the daily edition every Tuesday. The supplement replaces the sporadic two-page articles on this subject area. Scientific topics and complicated interrelationships are to be presented in the new supplement in a generally understandable way. Here, too, the marketing people at Le Temps are flirting with advertising clients from the multimedia sector.
Tempo, a kind of agenda and calendar of events previously published on Saturdays, now appears on Thursdays because readers apparently want to be better prepared for the events taking place over the weekend in the region and the rest of Switzerland. The magazine-style product now has sixteen pages. In addition, the layout has been revised to make it easier for readers to find their way around.
However, Le Temps readers will be really challenged on Saturdays. The new offer will hardly give them time to read the Sunday newspapers of the competition. The first thing that awaits them is an editorial retrospective of the events of the past week. The fourth bundle, Le Temps weekend, is replaced by Magazine. On twelve pages, it deals with the things that give pleasure in life: Gastronomy, travel, fashion, cars, wellness.
Télétemps wants to be more than a TV program guide
The Samedi culture supplement gets a new look and an expanded range of topics. The literature section in particular will be expanded, and the book reviews will also be extended to paperbacks.
The brand-new product that Le Temps is launching for the first time is called Télétemps. The ambitious project is intended to be much more than a TV program guide. "Television has become part of our existence," says Valérie Boagno, head of marketing at Le Temps. That's why the 56-page magazine will take a close look at this medium with analyses, reports and background reports. The Geneva newspaper makers are benefiting from synergies with Télé-Obs, the successful TV magazine of the Nouvel Observateur.
With the exception of one or two additional journalists, the entire new offering is to be realized with the existing editorial team. The subscription and retail prices will not be changed at the moment.
