Soon on a first-name basis with pop culture
The planned dusting off of the Tamedia problem child is met with media skepticism
The planned dusting off of Tamedia's problem child is met with media scepticismBy Oliver Classen Increasing attractiveness and relevance in order to gain new readers and advertisers: This is the reformatory credo of the new editor-in-chief of Du, Christian Seiler. Media culture expert Christoph Meier considers such a zeitgeist cure to be "exciting, but rather risky".
The successor to Marco Meier, who stepped down from his post in mid-July after twelve years at the helm - insiders say: pushed - made his debut as author of the "cultural encyclopaedia" (current self-definition) back in 1990 in the magazine on the subject of sleep. The title of his first book: "Protokoll eines Schlaflosen" ("Log of an insomniac"). However, his new "dream job" is not causing him any sleepless nights, says Christian Seiler when asked. The still-magazine editor, who officially took up his post at the beginning of December, already knows too well how he wants to bring the somewhat grayed eminence among Europe's cultural magazines "back into the public conversation and onto the media agenda".
The recipe of Seiler, who is just 41 years old, is rhetorically reminiscent of the recent relaunches of Magazin and Weltwoche. No wonder, as it is just as Anglo-Saxon inspired. However, in addition to "updating content and breaking up outdated viewing and reading habits", there is also an expansion of the concept of culture that goes hand in hand with the generational change. Specifically, pop culture areas such as design, fashion, media and even advertising are to be increasingly included in the Du in future.
At the same time, the jacket section, consisting of columns and commentaries, will be made more "prominent and opinionated". The only thing that seems sacrosanct at the moment is the basic monothematic structure.
Skimming readers from the special interest competition?
But here too, the former head of the Viennese news magazine Profil wants to break new ground and focus strongly on overriding topical issues. In view of the smouldering Iraq crisis, for example, Seiler "would probably have made an oil magazine long ago". Who knows, maybe it will happen.
Christoph Meier, cultural expert and head of media at FCBLK, would certainly be pleased, as he considers such a "focus on current reader interest to be "extremely interesting and welcome".
On the other hand, he considers the popping up of the Tamedia editorial title disguised as an opening to be reckless or even dangerous. "If the core audience is alienated, special interest titles such as Literaturen, Art or Theater will have to attract new readers," says Meier, "and that is unlikely to succeed."
So far, the lead agency Wirz has no opinion on the rejuvenation of the now 61-year-old Du-Dame. All they have heard from their glass house is that Tamedia's contract has been terminated at the end of the year, but that the chimpanzee campaign ("Reduce the difference!") will continue, possibly even until next spring. By then at the latest, Seiler will also be trying to make a decisive difference in terms of self-promotion.
The successor to Marco Meier, who stepped down from his post in mid-July after twelve years at the helm - insiders say: pushed - made his debut as author of the "cultural encyclopaedia" (current self-definition) back in 1990 in the magazine on the subject of sleep. The title of his first book: "Protokoll eines Schlaflosen" ("Log of an insomniac"). However, his new "dream job" is not causing him any sleepless nights, says Christian Seiler when asked. The still-magazine editor, who officially took up his post at the beginning of December, already knows too well how he wants to bring the somewhat grayed eminence among Europe's cultural magazines "back into the public conversation and onto the media agenda".
The recipe of Seiler, who is just 41 years old, is rhetorically reminiscent of the recent relaunches of Magazin and Weltwoche. No wonder, as it is just as Anglo-Saxon inspired. However, in addition to "updating content and breaking up outdated viewing and reading habits", there is also an expansion of the concept of culture that goes hand in hand with the generational change. Specifically, pop culture areas such as design, fashion, media and even advertising are to be increasingly included in the Du in future.
At the same time, the jacket section, consisting of columns and commentaries, will be made more "prominent and opinionated". The only thing that seems sacrosanct at the moment is the basic monothematic structure.
Skimming readers from the special interest competition?
But here too, the former head of the Viennese news magazine Profil wants to break new ground and focus strongly on overriding topical issues. In view of the smouldering Iraq crisis, for example, Seiler "would probably have made an oil magazine long ago". Who knows, maybe it will happen.
Christoph Meier, cultural expert and head of media at FCBLK, would certainly be pleased, as he considers such a "focus on current reader interest to be "extremely interesting and welcome".
On the other hand, he considers the popping up of the Tamedia editorial title disguised as an opening to be reckless or even dangerous. "If the core audience is alienated, special interest titles such as Literaturen, Art or Theater will have to attract new readers," says Meier, "and that is unlikely to succeed."
So far, the lead agency Wirz has no opinion on the rejuvenation of the now 61-year-old Du-Dame. All they have heard from their glass house is that Tamedia's contract has been terminated at the end of the year, but that the chimpanzee campaign ("Reduce the difference!") will continue, possibly even until next spring. By then at the latest, Seiler will also be trying to make a decisive difference in terms of self-promotion.
