Ellen Ringier's Fritz und Fränzi still needs more sponsors and paying subscribersEven media that rely on donations
are not spared from the crisis. Nevertheless, Ellen Ringier's
Parents' magazine Fritz and Fränzi one year after its launch
above-average performance in the race for the currently scarce
flowing advertising francs. But the non-profit magazine is over the hill
Fritz and Fränzi can't actually be together on the first day.
birthday, which is coming up in September. While
other magazines come across as rather anorexic and, above all, are rich in
are forced to print their own advertisements, the non-profit project
by Ellen Ringier does not look so badly nourished. "Two thirds of the
twenty budgeted advertising pages per issue come in," says
Sabine Danuser, who conceived the magazine and has been working on it since September 2001
produced together with her team.
Fritz and Fränzi has plenty of customers, but few paying customers.
The problems, on the other hand, are with sponsorship. "We only have one
third of our revenue targets achieved." Danuser makes this hole
She is also most concerned about the future of the magazine.
Ellen
Ringier had the idea for a regularly published magazine before
a good one and a half years ago (see also the interview on this
page). The aim was to set up a non-profit project on the topic of parenting in the
in the form of a magazine. In terms of content, the
Magazine for parents with school-age children as a guide and companion to
stand on the side. A booklet that offers a wealth of information,
but scattered knowledge on this subject area and bundles it in an appealing way.
packaged. In the spring of 2001, Ringier had set up the
Foundation for Parenthood, which she also chairs - and
whose deficits it covers. With a "non-interest-bearing
Loans", as they call the money probably invested à fonds perdu
calls.
One of Ellen Ringier's most important goals is to help Fritz and
Fränzi to the widest possible readership. The
The recipe for this is the basic possibility of receiving the magazine free of charge.
to be able to subscribe. This means that subscribers can decide for themselves,
whether they pay the full amount, half, double or nothing at all.
want to contribute. The result is that currently only around 10,000
subscriptions at 24 francs - that's only a measly ten francs!
percent of the 100,000 copies currently sold.
With others
In other words, in addition to the insufficient sponsorship income, the
financial contribution from the subscription channel is still far too low. But
Its expansion is also not easy under these circumstances, says
Danuser. "It is extremely difficult to get subscribers to make a donation.
if you can have the magazine for free at the same time," knows
them.
Nevertheless, Ellen Ringier defends the strategy of
Free delivery. "We also want to offer the mother and father in the
Calanca Valley or on the Susten Pass. These are people in whose
Budget has no place to buy booklets at the kiosk."
Staying power thanks to a financially reliable foundation Fritz
and Fränzi is obviously well received by the readers and
arouses widespread interest. Of the first two editions, instead of
of the announced 100,000 over 1,800,000 copies went through the printing press.
That is how strong the demand from sales partners has been, says
Danuser. In addition to the teaching staff, parent educators and
pediatricians, especially the renowned organizations for children and parents
in Switzerland.
These educational institutions are also
Partner for the content of Fritz and Fränzi. About them - Pro Juventute,
Marie Meierhofer Institute for the Child, School and Parent Association
and others - an average of 50,000 magazines are sold.
A further 40,000 copies are sent to teachers, who receive the booklets
also passes on. "We are constantly developing new ideas to make the
edition at the top," says Sabine Danuser.
Despite still far too
low subscription and sponsorship income, the magazine seems to have
to have a strong position. Ellen Ringier, who personally
is responsible for the financial basis of the magazine. One year after the
start, she shows no signs of fatigue, as the interview shows.
emerges. In other words, the financial foundation of Fritz and
Fränzi is designed for a longer dry spell.
Nevertheless, the
Parents' magazine still has a rocky road ahead of it, as
Danuser. She is therefore thinking intensively about further necessary measures in
the areas of marketing and reader loyalty. In spring 2003
They set up a Fritz and Franzi Club with various planned events.
discounts and exclusive offers for members. Another
friendly action: Fritz and Fränzi imitated wooden figures for the
Orders warn drivers of children playing.
Daniel Schifferle
