Last but not least: Highest-circulation free newspaper launched
Last week, a somewhat exotic newcomer joined the currently growing circle of Swiss free newspapers. Extremely high-circulation, always predicting the best summer weather and finally fashionable.
Why did the Swiss clothing manufacturer Switcher come up with the idea of designing a newspaper supplement and an information brochure for its 2007 fall and winter collection in the layout of a well-known Swiss free newspaper in the last few weeks? Switcher founder and boss Robin Cornelius is all about credibility. The company from Le Mont in the canton of Vaud is strongly committed to social and ecological issues. "Switcher customers," Cornelius told Cpwissen.de magazine, "not only place high demands on product quality, they also have high social and ecological standards." These can be communicated more credibly via a journalistic medium than via catalogs, says the founder. Based on these considerations, Cornelius converted the catalog into a newspaper. The "finally fashionable free newspaper", as the headline puts it, not only shows the latest collection, it also reports on the company's social commitment in India and tells stories about the people involved in production. The 32-page newspaper "Switcher Friends News" will now be published every six months and will have a print run of 800,000 copies. It is therefore likely to remain the highest-circulation free newspaper in Switzerland for the foreseeable future.
