The Motz from Butz: Coop newspaper versus Vogue
Do high-end fashion products have to be advertised attractively and everyday products unattractively? That is too simple a thought.
After a longer stay in Italy in our office South, I landed back here in the advertising world of Zurich and therefore quickly looked around to see if I could sift good and also abominable advertising. Of the few advertisements except on TV, I could not see anything, understand anything and thus discover nothing good.
In the daily newspapers, apart from sex, death or bargain ads, there is actually no advertising at all. On the Internet, the pop-ups from the NZZ are annoying. The advertising is also too print-oriented, and I have never clicked.
My concentration then turned to two media. The German Vogue, 402 pages, 50 percent advertising. The Coopzeitung, 112 pages, far more than 60 percent advertising. One is the advertising drum of Coop and the largest weekly newspaper in Switzerland. "You'll find new delicious recipes, exciting reports and competitions," it says on Google. What it doesn't say, however, is that far more than half of it is filled with junk advertising of the lowest drawer. Promotional advertising with hundreds of elements, symbols, small texts, amateurish illustrations, ugly color combinations. You can imagine what I mean.
At Vogue magazine, you encounter a whole different world. Superbly photographed, designed and laid out editorial section. Uncluttered, calm, original advertisements from 3 double to 1/3 pages are a boon.
Whose theory is it to think that only luxury products deserve better and more modern advertising? My theory is different: I believe that those who commission advertisements in the Coop newspaper think that the price guns on a yellow background must be overloaded with red prices, a receipt and a contest, etc., in order for them to get noticed. Mistake!
Why, dear coop newspaper makers, why don't you apply the principle of Vogue? It seems to work quite well. There, products are presented editorially under various topics (product placement). The Coop editorial staff could promote products on topics such as wine drinking, beauty care, cooking, etc. by means of product placement instead of ugly ads in a loose and appetizing way.
Another theory of mine: I believe that behind the Vogue ads there are few people who are competent to make decisions. And at Coop, whole decision-incompetent committees.
My opener of the week was winning the legendary Petangue tournament at Lindenhof last Sunday together with Rolf Hürlimann.
Theophil Butz, graphic designer, advertising agency owner, inspirer and, for more than three years now, also a mothballs for Werbewoche readers. Please send any relevant information to [email protected].
