The reader is also a surfer
Following a relaunch, Tele is concentrating even more on the core target group of young people
Following a relaunch, Tele is focusing even more on the core target group of young peopleBy Andreas Panzeri When the secret of the winner of the Tele Prize is revealed on the front page today (Thursday), readers of Tele will also be amazed by a second surprise. The program guide - or new: the media magazine from Ringier - has not just been given a facelift, but a radical relaunch.
Following a comprehensive redesign of the layout, the creation of a new logo and a partial realignment of the editorial content, the Swiss media magazine Tele has a fresh new look. The Zurich agency Catapult is responsible for the advertising. This will also start on October 3 with the Tele Prize Day with advertisements, posters and a TV, cinema and radio spot.
The new Tele is set up like a buffet
Tele has been working with Catapult for two years. In spring, the daughter of
Euro RSCG has already launched an image campaign. For the relaunch campaign, readers are now to be "brought to the kiosk, combined with image and positioning", as publishing director Jacqueline Friederichs explains.
"The new Tele should be even more of a media magazine than just a program guide," demanded Editor-in-Chief Klaus Kriesel (see also interview below). According to the new concept, the stories should have three pillars: Information value, entertainment value and regional relevance. This means that an article in Tele must have more to do with the living conditions of people in German-speaking Switzerland than in conventional TV guides.
For this relaunch, Ringier commissioned research into how Swiss-German consumers use audiovisual media. This analysis led to the realization that today, content in print media is also used in the same way as the Internet. "People surf and navigate through content and choose what they want from what is on offer," explains Editor-in-Chief Kriesel. This was also the idea that the agency Media Group Berlin used to design the new Tele.
With the new Tele, the introduction to a story is even more so via the image than before. "You can compare it to a buffet that you approach with your plate and then choose something. You can't eat everything, just like you don't want to read everything in a magazine, at least not all at once," says Kriesel, visualizing his idea of "surfing the Internet" in a print product.
Moving images also move the eyes of Tele readers
In addition to the program section, the modern Tele now contains five new sections: People, Television, Movie, Multimedia and Magazine. "This concept is also very interesting for advertising customers," promises Jacqueline Friederichs. The new dramaturgy of the magazine will also result in new and more flexible placements. In addition to the editorial, there is now a third of a page available for advertising. The new styling also offers many more opportunities for overflowing and more generous advertisements, as more emphasis is placed on content with stories that can run over six pages, such as the film of the week.
Overall, cinema films will be an important part of the new media magazine with 12 of the average 132 pages. New DVD releases are also weighted with one double page more than in the "old" Tele. In addition, the top sporting event of the week will now feature regularly in the editorial section with background reports.
"Knowing what's hot" was therefore also the basic idea for the Catapult advertising agency's "Awards" print campaign. Tele not only reports on news and background information in the areas of television, movies, sounds and multimedia, but "is even appreciated by award winners", as the advertising manager responsible for the campaign explains.
says Frank Bodin, who is responsible for the text. The TV, cinema and radio commercials demonstrate in a tongue-in-cheek yet drastic way just how popular the magazine is with its target group. As soon as the reader leaves, a fierce battle for the new Tele ensues.
Comprehensive market research has shown that the new Tele is "very well received" by existing readers.
Following a comprehensive redesign of the layout, the creation of a new logo and a partial realignment of the editorial content, the Swiss media magazine Tele has a fresh new look. The Zurich agency Catapult is responsible for the advertising. This will also start on October 3 with the Tele Prize Day with advertisements, posters and a TV, cinema and radio spot.
The new Tele is set up like a buffet
Tele has been working with Catapult for two years. In spring, the daughter of
Euro RSCG has already launched an image campaign. For the relaunch campaign, readers are now to be "brought to the kiosk, combined with image and positioning", as publishing director Jacqueline Friederichs explains.
"The new Tele should be even more of a media magazine than just a program guide," demanded Editor-in-Chief Klaus Kriesel (see also interview below). According to the new concept, the stories should have three pillars: Information value, entertainment value and regional relevance. This means that an article in Tele must have more to do with the living conditions of people in German-speaking Switzerland than in conventional TV guides.
For this relaunch, Ringier commissioned research into how Swiss-German consumers use audiovisual media. This analysis led to the realization that today, content in print media is also used in the same way as the Internet. "People surf and navigate through content and choose what they want from what is on offer," explains Editor-in-Chief Kriesel. This was also the idea that the agency Media Group Berlin used to design the new Tele.
With the new Tele, the introduction to a story is even more so via the image than before. "You can compare it to a buffet that you approach with your plate and then choose something. You can't eat everything, just like you don't want to read everything in a magazine, at least not all at once," says Kriesel, visualizing his idea of "surfing the Internet" in a print product.
Moving images also move the eyes of Tele readers
In addition to the program section, the modern Tele now contains five new sections: People, Television, Movie, Multimedia and Magazine. "This concept is also very interesting for advertising customers," promises Jacqueline Friederichs. The new dramaturgy of the magazine will also result in new and more flexible placements. In addition to the editorial, there is now a third of a page available for advertising. The new styling also offers many more opportunities for overflowing and more generous advertisements, as more emphasis is placed on content with stories that can run over six pages, such as the film of the week.
Overall, cinema films will be an important part of the new media magazine with 12 of the average 132 pages. New DVD releases are also weighted with one double page more than in the "old" Tele. In addition, the top sporting event of the week will now feature regularly in the editorial section with background reports.
"Knowing what's hot" was therefore also the basic idea for the Catapult advertising agency's "Awards" print campaign. Tele not only reports on news and background information in the areas of television, movies, sounds and multimedia, but "is even appreciated by award winners", as the advertising manager responsible for the campaign explains.
says Frank Bodin, who is responsible for the text. The TV, cinema and radio commercials demonstrate in a tongue-in-cheek yet drastic way just how popular the magazine is with its target group. As soon as the reader leaves, a fierce battle for the new Tele ensues.
Comprehensive market research has shown that the new Tele is "very well received" by existing readers.
