Everyone decides on Wednesday
Business Press: Jung von Matt/Limmat is repositioning the revamped HandelsZeitung as a tool for decision-makers.
Business press For the refreshed HandelsZeitung, Jung von Matt/Limmat is transforming its image into a decision-making tool. Building trust takes time. Moreover, many of those involved seem to have learned from painful mistakes. For many business publications, the fact that the decline in circulation and readership has been halted is cause for optimism. Things are looking up again, albeit in small steps, and HandelsZeitung (HZ) has embarked on a beautification and rejuvenation program. The business title has been published with a new concept and layout for a week now. This relaunch was not carried out from a defensive position. According to publisher Ralph Büchi, the decline in readership figures was not a loss of confidence, but the result of the company's red pen. And the cumulative 15.9 percent drop in advertising volume at HZ up to July 2003 looked almost harmless compared to the competition. Those who don't read it should feel it
The visually and content-wise slightly facelifted business newspaper is supported by an image campaign which, according to Martin Samsel, consulting group manager at Jung von Matt/Limmat (JvM), is based on the newspaper's good reputation. At the same time, the agency is trying to turn HZ's nice-to-have image among the public into a need-to-have. According to the advertising idea, those who don't read the paper should also feel this. The HZ is supposed to be indispensable by allowing successful personalities to have their say in a compelling mix of topics.
"The benchmark for this need-to-have for us is the NZZ," says Samsel. The advertising team at JvM/Limmat was convinced that the differentiated promise that the HZ can make lies in its relevance as a decision-maker tool, because it does justice to all facets of the complex economy.
The starting point for the campaign was the realization that even experienced managers do not always find it easy to make decisions. Under the motto "Waiting for Wednesday", the first three ad motifs therefore dramatize the product benefits and show managers pondering back and forth or lying sleepless in bed in their pyjamas. Until Wednesday dawns, the day the HZ is published, which puts an end to their hesitation because the magazine provides them with the right basis for making a decision.
The eighties are back: JvM/Limmat advertises HandelsZeitung in story-telling style.
Luca Aloisi
The visually and content-wise slightly facelifted business newspaper is supported by an image campaign which, according to Martin Samsel, consulting group manager at Jung von Matt/Limmat (JvM), is based on the newspaper's good reputation. At the same time, the agency is trying to turn HZ's nice-to-have image among the public into a need-to-have. According to the advertising idea, those who don't read the paper should also feel this. The HZ is supposed to be indispensable by allowing successful personalities to have their say in a compelling mix of topics.
"The benchmark for this need-to-have for us is the NZZ," says Samsel. The advertising team at JvM/Limmat was convinced that the differentiated promise that the HZ can make lies in its relevance as a decision-maker tool, because it does justice to all facets of the complex economy.
The starting point for the campaign was the realization that even experienced managers do not always find it easy to make decisions. Under the motto "Waiting for Wednesday", the first three ad motifs therefore dramatize the product benefits and show managers pondering back and forth or lying sleepless in bed in their pyjamas. Until Wednesday dawns, the day the HZ is published, which puts an end to their hesitation because the magazine provides them with the right basis for making a decision.
The eighties are back: JvM/Limmat advertises HandelsZeitung in story-telling style.
Luca Aloisi
