Width x depth x emotion
Euro RSCG is helping to improve the image of the news magazine Facts in the long term
Euro RSCG helps to sustainably improve the image of the news magazine FactsBy Luca Aloisi Facts was able to increase its circulation and reach again last year. The news magazine's image is now to be strengthened with a realignment. Tamedia believes that the potential for discerning readers in this segment has not yet been exhausted.
The facts first: Tamedia's news magazine was able to improve its media data last year in the difficult weekly title market. While the Sunday newspaper market was still deceptively quiet, most of the business magazines suffered a steep drop in circulation and Weltwoche was bobbing along, Facts was able to halt its decline. Although the paper sold better in 2001 (+2.1% to 103363 copies), according to Wemf, the previous year's losses have not yet been erased.
Hannes Britschgi works hard on reputation
"We are still in the development phase of a young weekly title," says editor-in-chief Hannes Britschgi, describing the life cycle in which his now eight-year-old paper finds itself. The 46-year-old is convinced that while "big" titles live off the fame they have acquired over the years and are held in high esteem, the young magazine still has to earn its reputation.
Thanks to massive marketing efforts, the news magazine with the image of a young, cheeky, lively publication initially increased its circulation to over 100,000 copies within a short space of time, "which was sometimes at the expense of seriousness", as Britschgi freely admits. But success is not always right. Serious mistakes such as the Dolder/Villiger scandal story have tarnished the highest journalistic asset - credibility - as has the frequent accusation that the magazine is predominantly engaged in thesis journalism. The media professional wanted to close this chapter as soon as possible after taking over a year and a half ago.
It was therefore not without a certain irony that Britschgi's debut was accompanied by a forgivable, but no less embarrassing primeur: with the erroneous crowning of Frank Bodin as Advertiser of the Year 2000, the paper fed considerable doubt about the new boss's plans, particularly in the publishing industry.
The respectability turnaround is in sight
As high as the waves ran after the false report, they were quickly smoothed over again. At least for Euro-RSCG CEO Frank Bodin, who received a Kuoni ticket ("Holidays where you forget everything") as a consolation from professional colleagues. What's more, his advertising strategy won his communications budget just a few months after the Facts duck. This was not an act of compensation and certainly not a gift between friends, as Britschgi emphasizes. For one thing, he was very reserved during the selection process, and for another, he is also on friendly terms with Fredy Collioud.
Publishing director Christoph Marty adds that he has never heard any negative comments about his decision from the four agencies invited to the evaluation. Frank Bodin, who stands by his active and often provocative media presence, finds the insinuation ridiculous.
The new image campaign was also quickly initiated by Britschgi because he found the previous campaign problematic from a journalistic point of view. In particular, it did not match his desired profile: "In my opinion, the 'true or untrue' campaign played too much with the credibility of the news magazine."
Tempi passati. Tamedia started at this point and invested in journalistic substance. "I deliberately didn't work on the packaging, as Weltwoche is doing now, but went into depth," says Britschgi challengingly. The lawyer, who is known for his hands-on approach, emphasizes: "We want to have better stories in the paper and work on credibility." Facts, which is known for its research, has visibly improved in terms of analysis and background under Britschgi's leadership. The editor-in-chief is pleased that this commitment is bearing fruit: "The increase in substance has brought us a lot of good feedback, not least from the top echelons of politics and business."
Facts - a product of today's pace of life
Christoph Marty is not worried that the new Facts boss is less focused on increasing circulation through provocation: "If I look at the development of the last few years, we have indicators at all levels that support his concept." In addition, the high affinity with the young and adult target audience confirms the text and visual language of Facts.
Marty therefore does not believe that the target reach of over 500,000 readers is unrealistic. Britschgi feels vindicated: "Since I've been here, we've cut back on marketing resources and compensated with journalistic resources. We have grown as a result." At the same time, he puts the success into perspective, as last year's unique news situation contributed to the growth. "However, we have proven our resilience and performance." This has strengthened both the title and the team and provided new scope for provocative approaches, such as the polarizing cover story about Osama bin Laden as Man of the Year.
Britschgi is convinced that Bodin's campaign with the claim "And your opinion carries weight" is in line with this. Euro RSCG wants to position Facts even more prominently as a relevant opinion-forming newspaper and make it tangible in a striking way. This with the communication idea: Facts = . The message: Because Facts goes into more depth, has more content and substance, the opinion of its readership also carries more weight. "This message should be anchored in the market in the long term," says Bodin, who quotes himself in various below-the-line measures such as recessed poster sites or elevator stickers. Due to the already high advertising pressure in the Tamedia area, the billposting will be more concentrated in the other economic areas.
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The facts first: Tamedia's news magazine was able to improve its media data last year in the difficult weekly title market. While the Sunday newspaper market was still deceptively quiet, most of the business magazines suffered a steep drop in circulation and Weltwoche was bobbing along, Facts was able to halt its decline. Although the paper sold better in 2001 (+2.1% to 103363 copies), according to Wemf, the previous year's losses have not yet been erased.
Hannes Britschgi works hard on reputation
"We are still in the development phase of a young weekly title," says editor-in-chief Hannes Britschgi, describing the life cycle in which his now eight-year-old paper finds itself. The 46-year-old is convinced that while "big" titles live off the fame they have acquired over the years and are held in high esteem, the young magazine still has to earn its reputation.
Thanks to massive marketing efforts, the news magazine with the image of a young, cheeky, lively publication initially increased its circulation to over 100,000 copies within a short space of time, "which was sometimes at the expense of seriousness", as Britschgi freely admits. But success is not always right. Serious mistakes such as the Dolder/Villiger scandal story have tarnished the highest journalistic asset - credibility - as has the frequent accusation that the magazine is predominantly engaged in thesis journalism. The media professional wanted to close this chapter as soon as possible after taking over a year and a half ago.
It was therefore not without a certain irony that Britschgi's debut was accompanied by a forgivable, but no less embarrassing primeur: with the erroneous crowning of Frank Bodin as Advertiser of the Year 2000, the paper fed considerable doubt about the new boss's plans, particularly in the publishing industry.
The respectability turnaround is in sight
As high as the waves ran after the false report, they were quickly smoothed over again. At least for Euro-RSCG CEO Frank Bodin, who received a Kuoni ticket ("Holidays where you forget everything") as a consolation from professional colleagues. What's more, his advertising strategy won his communications budget just a few months after the Facts duck. This was not an act of compensation and certainly not a gift between friends, as Britschgi emphasizes. For one thing, he was very reserved during the selection process, and for another, he is also on friendly terms with Fredy Collioud.
Publishing director Christoph Marty adds that he has never heard any negative comments about his decision from the four agencies invited to the evaluation. Frank Bodin, who stands by his active and often provocative media presence, finds the insinuation ridiculous.
The new image campaign was also quickly initiated by Britschgi because he found the previous campaign problematic from a journalistic point of view. In particular, it did not match his desired profile: "In my opinion, the 'true or untrue' campaign played too much with the credibility of the news magazine."
Tempi passati. Tamedia started at this point and invested in journalistic substance. "I deliberately didn't work on the packaging, as Weltwoche is doing now, but went into depth," says Britschgi challengingly. The lawyer, who is known for his hands-on approach, emphasizes: "We want to have better stories in the paper and work on credibility." Facts, which is known for its research, has visibly improved in terms of analysis and background under Britschgi's leadership. The editor-in-chief is pleased that this commitment is bearing fruit: "The increase in substance has brought us a lot of good feedback, not least from the top echelons of politics and business."
Facts - a product of today's pace of life
Christoph Marty is not worried that the new Facts boss is less focused on increasing circulation through provocation: "If I look at the development of the last few years, we have indicators at all levels that support his concept." In addition, the high affinity with the young and adult target audience confirms the text and visual language of Facts.
Marty therefore does not believe that the target reach of over 500,000 readers is unrealistic. Britschgi feels vindicated: "Since I've been here, we've cut back on marketing resources and compensated with journalistic resources. We have grown as a result." At the same time, he puts the success into perspective, as last year's unique news situation contributed to the growth. "However, we have proven our resilience and performance." This has strengthened both the title and the team and provided new scope for provocative approaches, such as the polarizing cover story about Osama bin Laden as Man of the Year.
Britschgi is convinced that Bodin's campaign with the claim "And your opinion carries weight" is in line with this. Euro RSCG wants to position Facts even more prominently as a relevant opinion-forming newspaper and make it tangible in a striking way. This with the communication idea: Facts = . The message: Because Facts goes into more depth, has more content and substance, the opinion of its readership also carries more weight. "This message should be anchored in the market in the long term," says Bodin, who quotes himself in various below-the-line measures such as recessed poster sites or elevator stickers. Due to the already high advertising pressure in the Tamedia area, the billposting will be more concentrated in the other economic areas.
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Facts campaign
The Coop press has earned its good ratings with its testimonial campaign. Oops, here comes the next round: ad raters click on www. werbewoche.ch/adrating to give their opinion on the heavyweight Facts advertising.
Coop press campaign Top: 61,86%
Flop: 38,14%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments
