The fashion magazine becomes Meyer's
From May 18, the fashion magazine is wooing readers with a new name, more topicality and a new editor-in-chief.
From May 18, the fashion magazine will be wooing readers with a new name, more topicality and a new editor-in-chiefBy Daniel Schifferle A new name, more topical content and a fresh layout: these are the ingredients with which the fashion magazine, which will be called Meyer's from May 18, wants to stop the downward trend in the reader market. Silvia Aeschbach will be the new editor-in-chief.
Declining circulation and reach figures, a dusty image, too little clear positioning: The fashion magazine has had a hard time on the market in recent years. The magazine has been given improvements, but only in small steps. This did not succeed in reversing the trend. Now, the publisher Meyer has decided on a comprehensive relaunch. The result is in the hands of readers for the first time in the May 18 issue.
The most striking change is the new name: . "This is our way of saying goodbye to our dusty image," says Jürg Meyer, head of the publishing house of the same name, explaining the change, "Meyer's sounds modern and promises topicality."
This is the other important point in which the new Meyer's wants to distinguish itself from the past. A past in which the magazine's content was too arbitrary and too little driven by topicality. "In the future, we will bring the topics that are moving at the moment," says Meyer, "because only a current medium will also be noticed regularly."
New content with classic women's magazine structure
The new claim to topicality is to be visible in all areas of the magazine. The sections themselves continue to follow the classic structure of women's titles: fashion, society, beauty/wellness and living. With more service, more people, more researched stories and regular home stories, their appeal is to be increased. The new layout is also more modern. Meyer's follows the current trend in magazine design: clearer and more clearly structured, as well as a slight increase in the proportion of pictures.
The reorientation at the fashion magazine is accompanied by a change in the editor-in-chief. Silvia Aeschbach, previously head of society at Facts, replaces interim editor-in-chief Monica Congiu.
Aeschbach developed the content concept of the newly designed magazine. Brigitte Meyer is responsible for the visual appearance. She, like two other editorial staff members, was also poached from Facts. Meyer's is thus underlining its new news character.
The relaunch will be accompanied by an extensive campaign by Lesch + Frei in May and June. This will include TV commercials, posters, streetcar dispensers and POS measures. Activities will also be stepped up for newsstand sales, a sales channel that has so far been neglected by the fashion magazine. Today, only two percent of the circulation is sold through retail outlets.
However, the louder presence at the newsstand is not only aimed at additional individual sales, but also at improving the image par excellence. Jürg Meyer: "A magazine that claims to be up-to-date must also be visible and noticeable in the market."
Declining circulation and reach figures, a dusty image, too little clear positioning: The fashion magazine has had a hard time on the market in recent years. The magazine has been given improvements, but only in small steps. This did not succeed in reversing the trend. Now, the publisher Meyer has decided on a comprehensive relaunch. The result is in the hands of readers for the first time in the May 18 issue.
The most striking change is the new name: . "This is our way of saying goodbye to our dusty image," says Jürg Meyer, head of the publishing house of the same name, explaining the change, "Meyer's sounds modern and promises topicality."
This is the other important point in which the new Meyer's wants to distinguish itself from the past. A past in which the magazine's content was too arbitrary and too little driven by topicality. "In the future, we will bring the topics that are moving at the moment," says Meyer, "because only a current medium will also be noticed regularly."
New content with classic women's magazine structure
The new claim to topicality is to be visible in all areas of the magazine. The sections themselves continue to follow the classic structure of women's titles: fashion, society, beauty/wellness and living. With more service, more people, more researched stories and regular home stories, their appeal is to be increased. The new layout is also more modern. Meyer's follows the current trend in magazine design: clearer and more clearly structured, as well as a slight increase in the proportion of pictures.
The reorientation at the fashion magazine is accompanied by a change in the editor-in-chief. Silvia Aeschbach, previously head of society at Facts, replaces interim editor-in-chief Monica Congiu.
Aeschbach developed the content concept of the newly designed magazine. Brigitte Meyer is responsible for the visual appearance. She, like two other editorial staff members, was also poached from Facts. Meyer's is thus underlining its new news character.
The relaunch will be accompanied by an extensive campaign by Lesch + Frei in May and June. This will include TV commercials, posters, streetcar dispensers and POS measures. Activities will also be stepped up for newsstand sales, a sales channel that has so far been neglected by the fashion magazine. Today, only two percent of the circulation is sold through retail outlets.
However, the louder presence at the newsstand is not only aimed at additional individual sales, but also at improving the image par excellence. Jürg Meyer: "A magazine that claims to be up-to-date must also be visible and noticeable in the market."
