To protect the hyper-communicators from themselves! Here, too, less would probably be more. Nevertheless, there is some truth in this striving for concentration and self-restraint. Every day, every hour, every few minutes and seconds, we are supplied with news from all over the world. Covered up, covered up! Making yourself heard by potential customers in this immense flood of information, news and often banalities and successfully conveying the message of your own company, your own brand, is becoming increasingly challenging. This is not only due to the fact that the media landscape is constantly becoming more diverse and new communication channels are being opened up. Customers have also adapted to the changed environment: What doesn't seem relevant is ignored. Thumbs up, thumbs down - true to the saying: only what appeals survives. Less is more.

Credible straightforwardness prevails

No channel embodies this motto of formal leanness and reduction to the minimum better than Teletext: for almost 30 years, this information dinosaur has been providing Switzerland with important news, short and precise, reduced to the essentials, pure information brought to the point - or the pixel. With its credible straightforwardness, the iconic information service has earned the trust of many Swiss people over the years and decades. Teletext generates over 55 million contacts per month via its three channels on television, on the internet and via smartphones. In contrast to other information services, which provide us with more or less important information without being asked, Teletext works according to the good old fetch principle: if you need the voting results, go to page 105. If you want to know the scorer of the 2:2 between FC Zurich and FC St. Gallen, go to page 201. Thanks to Teletext, it is not necessary to force potential customers to register the umpteenth account with a new password in order to gain access to the latest, most exclusive offer. Only to forget the password for this "dedicated website" again afterwards.

Automatically and logically assembled: the target groups

With Teletext, everything is a little easier. So-called "closed user groups" gather here - almost automatically: the field hockey freaks, the weathermen, the pollen allergy sufferers and many more. Whereby the term "closed" is actually misleading, because we are all everything - and all open to everything. So why not advertise the breathable sports shirt on one of the popular sports sites where thousands of football, field hockey or Formula 1 fans gather? Or the sun cream with protection factor 30 for sunny winter days in the mountains on the skiing page, now that the season is about to start again? Or to put it another way: why make it complicated when it can be simple? Thanks to Teletext and its clear page structure, there is no need to create expensive extra appearances to get products to the right people. Teletext works the other way round: customers tailored to the product come to Teletext - as if by themselves. A precision landing for marketing strategists! Without wastage, without distracting accessories. And above all: without dependence on magical search engine algorithms! Smart advertisers can make their own combinations - and choose the right pages pragmatically. The rules are very simple: the further down the directory tree, the more affine the readers - the further forward in the shop window, the broader the audience. You can generate a lot of impact and attention with little effort: on Teletext. Where less is more.

Beat U. Schneider
Head of Marketing and Sales
SWISS TXT Swiss Teletext AG
www.swisstxt.ch

 

The young astrophysicist Barbara Burtscher was featured in various media - including on television - from summer 2009. This gave the impression that the woman was on her way to becoming a NASA astronaut. In August 2010, the journalist Maurice Thiriet uncovered contradictions in the media coverage of Burtscher and in public statements made by Burtscher herself in an article entitled "The imaginary astronaut". Burtscher then filed a lawsuit for defamation.

The journalist, who had received the Zurich Journalism Prize in the Young Talent category for the article, defended himself before the Zurich District Court on Wednesday and described his work as seriously researched. The defense lawyer demanded a full acquittal and stated that Burtscher was light years away from a career as an astronaut. Rather, he argued, she had shown off with incredible bravado.

The court took a different view and sentenced the defendant to a conditional fine of 75 daily rates of 90 francs for defamation. The term impostor comes from the language of crooks and is disparaging, the chairwoman of the court found. The judges also found that the plaintiff actually had certain connections to NASA and clearly denied a permanent position with the American space agency in a television program.

They classified Thiriet's culpability as no longer slight. He not only has to pay the legal costs of CHF 4,000, but also compensate the other side with CHF 7,500. (sda)
 

The sentences that some radio and television presenters and newsreaders send into the airwaves often don't even seem to know what meaning they are supposed to convey. Frightened, they crouch in a dark corner of the listener's or viewer's brain and hope that no one has noticed them. Presenters, speakers and broadcasters hope the same. Many a press release and a whole host of marketing emails give the impression that they were written by deaf-mute dyslexics. Sometimes even computer-generated spam mails seem more correct and creative than unsalvageable advertising attempts from the marketing test kitchen. Compare the following two emails from my inbox: "We recommend you open pdf attached file and apply for your agent lottery prize. Yours sincerely, Management." That was the first one. The second: "Dear communication professionals, Tunisia is showing strong growth in terms of vacation destination. The situation is stable and calm. Tunisia presents itself as a hospitable Mediterranean vacation destination."

Both emails are very similar. And that is exactly what is so frightening. The first is some kind of automatically generated, babelfish-like letter garbage, while the second was written by the communications manager of the Tunisian tourist office in Switzerland, obviously with sweat and tears. Machine against man. Nevertheless, both works are on a par in terms of readability, comprehensibility and attracting attention: nothing understood, immediately deleted.

Letter mincemeat without horns

So some marketing emails are worse worded and more erroneous than the language jumble from a translation or text generation tool. Is there a way to prevent the creation of such word haché so that it no longer takes up my time in future? There is! The solution comes from the world of drugs - but not what you think. Marco Tulio López is the security minister of the Mexican colonial city of Oaxaca. And he had the brilliant idea: for the past eight months, deaf police officers have been deployed in southern Mexico to fight crime. Not because listening and holding up one's hand is now officially a Mexican investigative tactic, but because deaf-mutes are much more attentive to the various surveillance monitors in Oaxaca's police headquarters than hearing police officers. They are distracted by conversations and noises. Allegedly, the hearing-impaired detect crimes even BEFORE they are committed. Because they pay attention to the behavior and body language of suspects. Now that's something.

Calm without a storm

What does this have to do with the terrible sentences used by newsreaders and the messed-up advertising emails? Well, deaf journalists would be immune to the rampant use of "that makes sense". Their language would not be so easily infected by public gossip. Blind TV people would at least listen to themselves once and - hopefully - talk less nonsense once they had recovered. And mute radio producers would sometimes be a blessing. Or mostly.
 

"We have a total of eight children, which means we can draw on the full potential," say Bea Johner and Simone Pestalozzi. The two women are launching the first "Children and Learning" trade fair in Zurich on November 11. 120 exhibitors will be offering an overview of learning and support services for children aged four and over at the Kongresshaus. "Every child has different needs. My son wanted to play the drums, for example," reveals Simone Pestalozzi. "But is this just a momentary whim or does it really make sense to buy a whole battery of drums, timpani and tchinelles now?" the parents asked themselves. But who knows what to do? They finally found some useful help at Musik Hug. There is a music teacher there. He carries out an assessment with any budding talent. The son was allowed to let off steam on 30 different instruments. Depending on his talent, the music teacher recommended the horn.

"It can't be that parents have to research all these assessment options themselves for every talent or learning difficulty. We want to create a platform where such services are offered collectively," decided the mothers, who have both pursued international careers as a lawyer and economist. Their company, which was born in just over nine months, already has a website www.kinderundlernen.ch, which also features a "fostering database" that already contains 80 providers that can be filtered by region and category. The website with the claim "Kinder fördern! Fun in learning!" is also the accompanying portal for the fair. It is intended to "facilitate encounters between parents who want to give their children the best possible support and people and organizations whose work supports the development of children". The initiators are convinced that the "Children and Learning" fair will help to close a gap between parents on the one hand and therapy and support services on the other. "Until now, there was no platform for comprehensive information. With this trade fair, exhibitors can present themselves optimally at relatively low rates," says the promotional material.

In fact, alongside major publishers and renowned game manufacturers, most exhibitors tend to be small companies that can hardly afford large advertising campaigns. With a minimal stand rental fee of a few hundred francs, the trade fair offers a gratefully received opportunity for suppliers of such niche products. "In the first phase, I made 50 sales calls a day on the phone and finally got two commitments by the evening. When the first important representatives appeared on the platform, there was suddenly a real pull," says Simone Pestalozzi. The demand from exhibitors is now so great that the Kongresshaus has already had to be reserved for two days in 2013. The contracts for the first "Children and Learning" exhibition in Basel at the Congress Center for November 2013 have also already been signed. The exhibition will be advertised with posters and flyers by professional poster companies as well as spots on Tele Zürich, SSF and Radio 24. The two organizers acquired the marketing know-how in their previous jobs. Of course they are also present on Facebook, but they have not yet fully exploited the possibilities of social media. This is set to improve next year "We're still from the older generation," joke the two attractive mothers. Before she decided to start a family, Bea Johner completed a doctorate in economics. She worked for PricewaterhouseCoopers and was also stationed in Tokyo and Hong Kong for a long time for the international services and retail group DKSH. It was there that Johner realized that she "didn't just want to restructure companies and cut people down, but actually wanted to build people up and do something good for them". The change from international business to an "SME with six children" was a very big step. "But change has defined my whole life." Bea Johner finds support from her husband, a psychologist who offers business management coaching in Zollikon.

Simone Pestalozzi completed her doctorate in St. Gallen. The lawyer specializes in tax law. She discovered that she was interested in business at the age of 17 during an exchange year in Chicago. She later managed the outsourcing contract for IT at ABB for ten years. In this role, Pestalozzi also learned what efficient organization means. "I had to structure my life if I wanted to find time for my two children between my business appointments all over the world." Her husband is a partner in a large commercial law firm in Zurich. With this background, the couple are convinced: "We are addressing a topic that must interest many people because they are also looking for solutions." It's not just about problem children. All children have a huge number of needs and talents. "We can get them to play with our mediation," says Bea Johner, looking for an explanation for the success of her trade fair, which is already becoming apparent. 3000 visitors are expected in Zurich. Admission is free - "and of course we're hoping for rain," jokes Simone Pestalozzi.

Andreas Panzeri

 

Anja Mäder completed an apprenticeship as an information and documentation assistant and worked at the Swiss Red Cross and as an editor for the SRF program "Die grössten Schweizer Talente". She trained as a radio broadcaster and gained practical experience during a year at Toxic.fm in St. Gallen. She has been program manager at Radio Blind Power since 2009 and project manager since 2011.

Radio Blind Power

Radio Blind Power, the integration radio station produced by blind, visually impaired and sighted young people and the young at heart, is committed to the integration and radio training of blind and visually impaired people in addition to radio operations. Radio Blind Power has been in existence for 15 years, since 2006 as an independent association. It offers a 24-hour music program and several live broadcasts per week, which are produced by volunteer broadcasters. It regularly broadcasts audio descriptions of sporting and cultural events.
 

In August, Ruf Lanz won the budget of Der Sonntag, the Sunday newspaper of AZ Medien, following an extensive concept presentation. The new campaign has been causing a stir since the first half of October. It positions the paper as the newspaper that sifts through the wealth of information after the busy week, checks it for relevance and creates order and orientation with well-researched and well-written stories.

During the week, people are bombarded with news day after day - both offline and online at ever shorter intervals. This daily flood of information can be quite confusing. The campaign illustrates this with pointed, wildly jumbled headlines: Commuters are increasingly switching to the Gripen Type E, the UN Security Council loses two "Gault Millau" points, Kim Jong-un is threatened with a PUK or Wall Street is disappointed by Francine Jordi. A total of 10 subjects will be used in the first phase.

The footer resolves the irritating headlines in a stringent manner: The daily flood of news can be quite confusing. "Good, there's Den Sonntag on Sunday." The campaign can be seen on advertisements and posters - and will soon also be heard on the radio. pan

 

In August, I read an article on t3n.de entitled "Social Media: How Trivial Can It Be? There, the topic is addressed particularly from the point of view of companies. Almost all of them have found that particularly trivial posts on Facebook, for example, are well received by users. Because of this, more and more companies are now also communicating in a rather trivial and "meaningless" way. We live in an entertainment culture. More so than ever since the advent of social media. We consume and want to be entertained. It has to be entertaining, not interesting or substantial. On t3n.de, people also talk about the trivialization and image-heavy nature of communication in new media. There is no denying that such a tendency can indeed be observed.

Columnist Joel Stein in Time looks at this change from a different angle. He points out that today somehow everyone has to be funny, or at least strives to be funny. This can be seen on many platforms, be it Twitter, Facebook or YouTube videos. The usually concise form of communication is to blame for the fact that topics are only dealt with in a reduced way. Certainly, the speed of the new media also plays a major role here.

Stein also picks up on something that is universally valid: people can remember jokes well. If you hit the other person's humor, you get their attention, and the emotions triggered make it easier to remember later. So the fact that this is also attempted in social media is only a logical consequence. In principle, there is nothing wrong with spreading entertaining messages, especially if they trigger positive emotions.

Fortunately, it also remains to be said that the Internet is a great medium for dealing with topics in greater depth. Understandably, no profound discussions can be held in 140 characters on Twitter alone. But if companies or individuals really want to hold substantive discussions and write profound articles, blogs, for example, show that this type of communication has not been lost even in this day and age.

It seems important to me that people as well as companies remain authentic and communicate in a way that suits them. You know when someone is trying to be funny. Trying... I like thoughtful discussions, but I won't deny that trivial posts also entertain me. To conclude in the words of Stein, "I only wish everyone didn't have to try so hard all the time."

Manuel P. Nappo
Director of Studies CAS Social Media
Management at the HWZ,
Chief Networking Officer
at Centralway.
www.about.me/mpn

 

How do I become a journalist? Which training is the most suitable? What is it like to work for medium XY? And how do I get a job? These and similar questions were on the minds of the 75 participants at the Swiss Youth Media Days 2012 (JMT.) They are between 16 and 25 years old, are studying or still at school, write for youth magazines, work as freelance journalists, present on the radio or make television. And they all have the same wish: to work as journalists in the future. The Youth Media Days offered them the opportunity to exchange ideas with their peers as well as with older media professionals. During visits to editorial offices at Radio 1, Blick, Tages-Anzeiger and Swiss television, among others, the participants gained an insight into everyday editorial work. In working groups, they were able to get advice from experienced journalists or listen to them talk from the inside.

A somewhat more official round took place with the panel discussion on Friday evening, in which Patrik Müller (Editor-in-Chief of Der Sonntag), Hansi Voigt (still Editor-in-Chief of 20 Minuten online) and Alexandra Stark (Director of Studies at the Swiss School of Journalism MAZ) discussed the topic of "Journalism 24/7". How have modern media changed the work of journalists? After all, today you can access media and work from anywhere and are always available. Moderator and multimedia journalist Konrad Weber kicked off the discussion by asking whether journalists are particularly prone to burnout. None of the panel participants felt they were at risk of this. They emphasized the additional freedom provided by the new technologies, for example by being able to work at home or use their time on the road.

However, there was also agreement that journalists must negotiate the use of the new possibilities with themselves. It is important to decide for yourself when to communicate and when not to, said Stark. Müller emphasized that he did not want to become a slave to the devices: "When I was on the phone to the editorial team while changing a diaper, I thought: maybe it's too much now." And Voigt confessed that he avoids visiting 20min.ch on days off while surfing. As self-protection, so to speak. If he sees mistakes on the news portal, he has to take action, Voigt said. New media was not just a topic of conversation at the podium, it was also part of the program. The young journalists joined the debate via Twitter. The young media talents were particularly interested in what training a journalist needs. "Many roads lead to Rome," said Müller, who believes that a diverse editorial team in terms of education is desirable. More important to him than diplomas is what an applicant has already done or written. The outgoing editor-in-chief of 20 Minuten online emphasized that it is not so much the education as the will that is decisive. Although the proportion of academics in his editorial team is over 80 percent, Voigt estimated, he immediately put this into perspective: graduates may know how to recite definitions of text types. However, they only learn how to behave in an editorial office on the job.

In addition to many positive statements, Müller used the panel discussion to criticize the next generation of journalists. Many young people read too few newspapers, he said, which is detrimental to their writing skills. "Reading is writing, writing is reading. Just scrolling and scanning is not enough." He's also annoyed by the arrogance of young journalists who are too self-conscious to get into regional journalism. Writing a column about a local council debate is more demanding than commenting on the Obama-Romney TV duel.

Use in workshops

Journalism was not the only topic of discussion at the Media Days. At the partner NZZ Campus, workshops were held in which the participants learned the craft of journalism. Among other things, they learned how online research and data journalism works or what everyday life in a radio and television newsroom looks like. They took photo series, conducted interviews and produced their own radio and video reports. Some participants were also involved in the newsroom editorial team, which reported on the Media Days on an ongoing basis via various channels: in a blog, on Twitter and Facebook as well as with a magazine created especially for the Media Days, which was also published in printed form. Last but not least, the event offered entertainment and countless opportunities to network and celebrate. At aperitifs, a brunch, a concert by Basel band The Drops or in the Pfadihuus, the shared accommodation. No wonder the organizers and participants alike complained about a lack of sleep.
 
The JMT were organized by the Young Media Switzerland association based on the model of the German Media Days. Networking events are held regularly at regional and national level in the neighboring country to the north. The idea of launching the Youth Media Days in Switzerland was well received by the organizers. The workshops were already fully booked when the press association started promoting the event. After the event, co-project manager Luzia Tschirky drew a positive conclusion. "I am delighted and have received positive feedback from many participants." For Tschirky, it is conceivable that the event will be held again next year - if sponsors can be found. "The three days have shown that youth media days are filling a gap in Switzerland." Association president Felix Unholz also hopes that the event can establish itself. He hopes that the JMT will also have a publicity effect. "We want to show the industry that motivated young journalists are coming up through the ranks." The work of young journalists needs to be recognized and appreciated more.

Isabel Imper

In a nutshell

The association Young Media Switzerland (JMS) networks young media makers and youth media. As an umbrella organization, it represents the interests of young journalists by maintaining contacts with the media, foundations and government agencies. It advises media professionals on editorial and publishing problems and offers them a legitimation card in the form of the youth media card. JMS also finances and supports the Young Journalists Network founded by journalist Konrad Weber. ch. In addition to national networking, JMS promotes international contacts by enabling young media makers to participate in European youth press events at a reduced rate. The association's members include individual members as well as youth media, including the online magazine Negative White, the youth magazines Tink.ch and 4-Teens and the student internet radio station Kantipark.ch. The majority of young journalists are between 15 and 25 years old, with the youngest member aged just 13 and the oldest 30. More information is available at Jungemedien.ch.

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"Social media is a parallel universe in which a lot happens. Take care of it!"

WW: You call yourself a journalist 2.0. Is the modern journalist primarily at home in Web 2.0?
Konrad Weber: Well, what is the modern journalist? Let's put it this way: I have found my home with social media. I like getting to grips with technology. The digital possibilities fascinated me from the very beginning. That's how I kept getting jobs and slowly slipped into it ...

Which jobs were these?
For example, I was able to help train NZZ journalists in the use of Twitter and show them the research possibilities in social media. During my internship at Swiss Radio and Television (SRF) last fall, I also reported interactively from the Bundesplatz as part of the "Treffpunkt Bundesplatz" format. My interest in social media got me noticed and I joined a project group that deals with how journalists should present themselves online and what options they have for research. Since the beginning of the year, I have been working in this project group at SRF for the information departments of radio and television.

What do you teach the journalists?
 Together with my colleague Alexander Sautter, I tell them first and foremost that these platforms exist at all. Journalists don't necessarily have to be active on social media sites, but they should realize that there is a parallel universe in which a lot happens. I want to show them: Hey there's something there and take care of it. These worlds provide content that could be used for journalistic purposes.

How do journalists react to this: interested or rather skeptical?
I have led many courses in which the participants fought tooth and nail against social media. Many journalists felt that the current practice made sense and should be continued. "That's how we continue to do it." In these cases, it takes a lot of persuasion.

Are you mainly talking about the "old hands"?
No. I was amazed to see that some younger people between 25 and 30 also approach the subject with extreme skepticism. It's more a question of attitude than age.

How do you achieve a breakthrough with skeptics?
I show positive examples where the use of social media has worked. And examples from Switzerland. The assassination of Osama Bin Laden is a good example of how quickly the news went around the world on Twitter. But then the journalists say to me: "That's all well and good. But how can I use it in my day-to-day work as a local or national editor? " I show journalists the possibilities and opportunities for using social media in practice.

Can you give an example?
Before the Federal Council elections, some politicians shared rumors about colleagues with their followers on Twitter. This may not make for a top 1 story. But at least as a journalist you have some additional information and a knowledge advantage over those who don't use these channels. This shows again what my message is: If you don't want to be active, then at least look at what's happening. Look at what the people you deal with on a daily basis are doing on these channels.

You are dealing with the future of journalism. The media are good at painting a bleak picture. What is your forecast?
I am fighting very hard against this stubborn thesis that journalism is dying out. There will always be a need for good storytellers who process events and reduce complexity. At most, the channels will be replaced. Online media offer an additional opportunity to be active as a journalist and tell stories differently. The exciting thing about online journalism is that you can combine images, videos and interaction. You can finally get in touch with readers, listeners and viewers.

Interview: Isabel Imper

The agency transported 125 years of Swiss packaging into the present, gave them a uniform line character and developed the brand and packaging design for the 2012 anniversary line. An illustrated winter landscape adorns another selection of the finest pralines and chocolate balls.

Responsible at Pixeldisko: Marc Schadegg (Creative Direction), Othmar Küng (Art Direction, Consulting), Pia Fleischmann, Corinne Wyssen, Katja Zimmermann (Graphics & Desktop Publishing). Responsible at Chocolat Frey: Adrian Bucher (Head of Brand Management), Rie Canal, Barbara Egli, Daniel Hunziker, Adrian Gfeller, Gina Largo (Brand Management), Rico Diehl, Therese Hilfiker (Design Development).
 

The current love services and lashings of the whip for and against Azerbaijan's state-owned company Socar illustrate the contradictions between venality and criticism. When, as happened recently, the Turkmen dictator effectively muzzles the assembled Swiss parliamentary press, an outcry of "censorship" runs through the Swiss press. And if one of his Federal Councillor hosts - in this case our Minister of Economic Affairs - was still unhesitatingly doing business with this regime before taking office, he is now being harshly criticized for it. For a functioning and resilient democracy, both of these are not only legitimate, but absolutely necessary journalistic reflexes.

When the state-owned company Socar from no less autocratic Azerbaijan takes over 170 Esso petrol stations in Switzerland, even the local business press cannot avoid devoting at least a subordinate clause to the precarious human rights situation there. Despite this abuse, which was documented in detail by Amnesty International in its last annual report, the agency Jung von Matt (JvM), in an unholy alliance with the PR agency Farner, which does not shy away from spying on NGOs, is now using all the "tricks of the trade" to correct the image of the oil and gas giant from the Caspian Sea, which is worth millions.

In contrast to the invisible Swiss Socar lobbyist Farner, the advertiser responsible for the national brand launch has spoken publicly about his "A-Class" mandate. Perhaps he had to talk (under pressure from journalists), but he probably wanted to (like most of his guild). After all, Thomas Deigendesch, Managing Director of JvM/ brand identity, should also be proud of his communication skills and enjoy the limelight in which his boss or his clients are usually allowed to bask. However, what he revealed in the Persönlich interview is evidence of a political indifference and frightening cluelessness that is symptomatic of "the art of aiming for the head and hitting the wallet". (Vance Packard)

In response to a simple question about the identity of his client, for example, the identity (re)formation specialist claimed in all seriousness that Socar was "not Azerbaijan, (...) it is an independent international company". The truth is that Socar was founded in 1992 by decree of the then President Hejdar Aliyev and two years later was already headed by his son Ilham, who has ruled the republic of 10 million inhabitants with a firm hand since 2003. The Aliyev clan runs the new Montreux main sponsor and Migros business partner with straw men and nesting structures like a transnational family business.

Addressing consumers, Deigendesch also said, "I wouldn't boycott McDonald's if I didn't like the US government's attitude". As a reminder: in terms of press freedom, Azerbaijan ranks 152nd out of 180 in the 2011 Reporters Without Borders ranking, behind Afghanistan, and the Transparency International corruption index looks very similar. The Swiss media have investigated and reported on all this and more in recent weeks, but brand managers don't seem to read newspapers. So whatever you know or think about the global chip shop and the Obama administration: This outrageous comparison would actually be a case for the Fairness Commission or, better still, the Press Council.

It will be interesting to see what happens when the three flames are no longer only emblazoned on mega posters and petrol pumps, but soon also on double-sided advertisements. How will the pre-programmed "clash of cultures" between communicative venality and journalistic criticism turn out? We'll stay tuned.
 

The company will now use this to actively and professionally approach retailers over the next 15 months. Interagis is responsible for the entire dialog system as well as for all dialog measures: from telephone marketing to written communication media.

Responsible at Interagis: René Stettler, Ralf Doller (consulting), Philipp Intlekofer, Matthias Albrecht (design and desktop).
 

The next Ski Special will be published on Friday, November 23. It will be produced bilingually for the first time in cooperation with the French-language daily newspaper Le Matin, according to a Ringier release on Thursday. The tabloid magazine presents itself richly illustrated on newsprint.