To the point: Relaunch
Werbewoche has undergone a comprehensive makeover—both in its print edition and online. In the editorial for the first completely redesigned issue of *Werbewoche*, Editor-in-Chief Pierre C. Meier discusses the role readers have played in this process, what readers can expect, and where *Werbewoche* is headed. So, let’s get to the point.
On August 27, 1973 - 35 years ago - the first issue of Werbewoche appeared. It was the brainchild of Detlef Thierling, a critical thinker who was never afraid to make a splash. Since then, there have been several adjustments to the graphic design, but also constant changes to the editorial content. The last comprehensive relaunch took place in January 2003. At the beginning of 2008, we decided to give Werbewoche a comprehensive makeover. We wanted a lasting change, not just a graphic relaunch.
First, however, we wanted to know what our readers think of Advertising Week. What they find good, what they find bad and where they see potential for improvement. The results from the focus groups with readers and non-readers showed us strengths and weaknesses - in terms of content and form. They gave us valuable pointers as to the direction in which Werbewoche should develop in order to consolidate and further expand its leading position in the market. And not only in the printed edition, but also online. Jörg Künkel from the KünkelLopka agency in Heidelberg designed the new look of Werbewoche and implemented it with us.
Today, Werbewoche appears in a completely new design and, for the first time in its history, gets a logo - the "W" in a red circle. We are deliberately dispensing with the previous rigid magazine structure and becoming considerably more magazine-like. The big stories are identified as so-called top stories and are geared towards more utility value.
Linking print and online is an important element for us. Whenever possible, you will find further, additional information online about the articles in the magazine. On werbewoche.ch, there should also be a dialog between you, dear readers, and the editorial team. You can comment on articles and give us feedback. In the next few weeks, we'll be adding a few new things to the online section - let us surprise you.
Our goal is to make an advertising week that is more surprising, more provocative and also more critical in terms of content. Werbewoche doesn't mince words and says what's what. And it does so in print and online. And it does all this according to journalistic criteria. As the only independent Swiss weekly newspaper in the field of communications, we owe that to our readership.
The relaunch of Werbewoche was exciting. It was fun, it cost nerves, and a lot of heart and soul was poured into it. I would like to take this opportunity to thank everyone involved. Now I'm looking forward to hearing how you like the new Werbewoche. Let me know how you like it.
Pierre C. Meier
First, however, we wanted to know what our readers think of Advertising Week. What they find good, what they find bad and where they see potential for improvement. The results from the focus groups with readers and non-readers showed us strengths and weaknesses - in terms of content and form. They gave us valuable pointers as to the direction in which Werbewoche should develop in order to consolidate and further expand its leading position in the market. And not only in the printed edition, but also online. Jörg Künkel from the KünkelLopka agency in Heidelberg designed the new look of Werbewoche and implemented it with us.
Today, Werbewoche appears in a completely new design and, for the first time in its history, gets a logo - the "W" in a red circle. We are deliberately dispensing with the previous rigid magazine structure and becoming considerably more magazine-like. The big stories are identified as so-called top stories and are geared towards more utility value.
Linking print and online is an important element for us. Whenever possible, you will find further, additional information online about the articles in the magazine. On werbewoche.ch, there should also be a dialog between you, dear readers, and the editorial team. You can comment on articles and give us feedback. In the next few weeks, we'll be adding a few new things to the online section - let us surprise you.
Our goal is to make an advertising week that is more surprising, more provocative and also more critical in terms of content. Werbewoche doesn't mince words and says what's what. And it does so in print and online. And it does all this according to journalistic criteria. As the only independent Swiss weekly newspaper in the field of communications, we owe that to our readership.
The relaunch of Werbewoche was exciting. It was fun, it cost nerves, and a lot of heart and soul was poured into it. I would like to take this opportunity to thank everyone involved. Now I'm looking forward to hearing how you like the new Werbewoche. Let me know how you like it.
Pierre C. Meier
