The trick for fathers
To mark the 30th anniversary of the children’s magazine *Spick*, Künzler-based Bachmann Verlag has launched a new issue: *Big Spick*—a magazine «especially for fathers.» How is this «Spick for grown-ups» being received by its target audience? Five fathers tested the first issue for Werbewoche.
Last but not least, the booklet wants to encourage fathers to "do something for their own child in the man". With excursion tips, for example: Where are there spectacular suspension bridges that you can cross on foot? With handicraft instructions: How do you build a boomerang? Or with experiments: How do you generate electricity from a few lemons? In addition, the Big Spick deals with questions of upbringing and roles. Bänz Friedli, "the nation's househusband," has written a plea for the job of househusband for the first time. And the poet Michael Stauffer plays the uncle who advises on parenting issues.
The layout is playful and looks partly thrown together. "Spicky, in other words. But it's not only the visual appearance of Big Spick that is reminiscent of the school magazine, but also the structure of the sections. Topics such as "Life and People" or "Nature and Us" have been relaunched. And the Spick jokes also make an appearance. And what does the target group think? Five fathers from the worlds of advertising, communications and media put the Big Spick under the microscope. The design was frequently mentioned. The interviewees also noticed that topics with a connection to daughters were missing. Is the target group primarily fathers with sons? No, says publishing director Roger Hartmann: "The Big Spick wants to address not only fathers with sons, but equally fathers with daughters." The fact that the first edition offers a lot for fathers with sons in particular was not intended. Rather, topics were selected without having realized this problem. That will be different in the next issue. Isabel Imper
Philipp Skrabal, Creative Director Wirz Werbung
1 son (9) and 3 daughters (8, 3, 1)
First impression: The cover art is very traditional and does not do justice to the contemporary layout inside. The cover photo is clichéd and conveys little knowledge from the real everyday life of a father.
Liked: I think the idea of creating a magazine for fathers is great. The first issue already proves how multi-layered the topic can be approached. It's a successful mix of tips, tricks and exciting interviews.
Did not like: I'm talking about me personally now: For me, a useful app would be much more exciting. Editorial content to read on the toilet, ideas and inspiration, nicely structured and thematically retrievable, for on the go. And thanks to GPS, excursion destinations and places of interest within a radius of 20 kilometers on your cell phone. But maybe it's not so stupid to switch off your cell phone!
Already tried a tip/trick/trip? Unfortunately, no. But I have firmly resolved to build a boomerang with my children. I've wanted to try that since I was a kid. The instructions are great. I will also do the Big Spick experiment, with electricity from the lemon, on one of the next rainy weekends.
What do the makers still need to hone? Certainly on the cover. Anyone who doesn't have a strong affinity for the Spick brand from their own childhood probably won't even pick up the magazine. How many fathers have an old Rolls-Royce, let alone the time for it? Does a father born in 82 even know what that is? Or wouldn't it have been better to stage father and son handling a Tesla or Twike for the photo?
Ralph Hermann, Managing Director Heads Corporate Communication
1 son (14) and 1 daughter (11)
First impression: Why didn't they come up with the idea of publishing a fathers' magazine earlier? The magazine is really well done. Even if the cover could be a bit bolder.
Liked: especially the high reader benefit: 39 web links to articles and 18 for leisure tips. In addition, the child in the father is not neglected: articles about classic cars, electric runabouts and other "toys for boys" show an understanding of the target group. And with "steely father-son action" (movie tip Real Steel), I'll score points with my 14-year-old son. The fathers' portraits are really worth reading.
Did not like: I can't do anything with the puzzle pages scattered throughout the magazine. They fit well in the Spick, but not in a fathers' magazine. Some articles don't have much to do with the target group: an article about the couple Emil and Niccel, who draw together. Would also go without. More extensively described tips instead of only short topic outlines would suit the magazine better. If Big Spick already "burns up" 18 event tips in the first number, I'm curious what will follow after the fourth number. And a lapse: As a tip the journey in the Conny country, illustrated with a jumping dolphin. At the beginning of June, you could read in the press that the dolphinarium will probably (finally!) be closed ...
Already tried a tip/trick/trip? Not yet. But we will probably take the suspension bridge over the Trift glacier under our feet this August.
What do the makers still need to hone? More clarity in the booklet would be helpful. An age reference would be useful for the tips. And you should never forget for whom you are writing. In the article about relaxed togetherness without children, you'll find the following fresh-air romantic tip: "Lie on your back under a full moon in a cornfield and talk first, for example." Dear author, Big Spick is not a mom magazine, but a dad magazine.
Philipp Landmark, Editor-in-Chief St. Galler Tagblatt
1 daughter (7)
First impression: A well-established product is to be adapted for an obvious new target group. A target group where there should still be something to be gained - traditional parenting magazines are probably largely mothers' magazines. The Big Spick is a "big thing", and the maxim "big is better than small" applies. Overall impression: ambitious project, well implemented over long stretches.
Liked: that Tagblatt columnist Dieter Thomä reflects on the child in man and vividly describes the various facets of the father role. The interview with the three protagonists of the children's band is entertaining and informative, in which critical points are also addressed in a relaxed manner (Lillibiggs banner on stage). I like the pictures by photographer Philipp Baer. And finally, the unintentional double meaning of the recommendation "Champagne should also be good in masses" in an otherwise rather dull and superfluous story about romantic togetherness.
Did not like: The "Are you a good father?" ego test: I am allergic to such "women's magazine psychology". The repeated use of the term "boys" in a Swiss publication (knowing that I'm sitting in a glass house there ...). In the workshop discussion with Emil and Niccel, I would have liked to see one or two of the weeklies around which everything revolves. The leisure tips are a collection of the "usual suspects". The idea with the consulting uncle is nice, but the satire in homeopathic doses is still a bit bland. The man can quietly step on the gas a bit more.
Already tried a tip/trick/trip? No.
What do the makers still need to hone? The whole idea of the magazine is based on a cliché. Then the clichés must not dominate large sections of the content as well. Because the boy in the daddy is often (and probably correctly) addressed, topics that have a specific reference to daughters are missing.
Alexander Jaggy, Executive Director and co-owner Jung von Matt/Limmat
2 sons (12, 10) and 1 daughter (6)
First impression: The media discover fathers as a target group. There's no other way to explain the launch of Big Spick and Yps for adults in the same year (see below). Even the renowned Wired magazine devotes its current issue to "Geek Dad - Fun Science & Tech Projects for You and the Kids." I will definitely be reading the Big Spick again. If only to reward the makers for having the courage to launch a new print product in these times of digital media hysteria.
Liked: I enjoyed reading the articles by music journalist Reto Aschwanden, writer Franz Hohler and Jerome Stern about the electric cars.
Did not like: Towards the back, the exciting topics seem to run out, which is why Hausmann-Emanze Bränz Friedli is experiencing his innumerable revival.
What do the makers still need to hone? The design is sometimes reminiscent of the volatility of a high school graduation newspaper. Photo spreads, watercolor drawings, and checkered tablecloth backgrounds are cheerfully mixed. This is, of course, intentional and is referred to in crib lingo as "cribby". But the fact that something is "lardy" should not be used as an excuse for mediocre design.
Already tried a tip/trick/trip? I will archive the booklet. Parents are always grateful for ideas. But when I really want to surprise my kids, I take the "Dangerous Book for Boys" from the bookshelf. Or I read my son's Spick.
Claudio Zuccolini, comedian, presenter and advertising figure
1 daughter (4)
First impression: is very good. The booklet is very diverse, but has too much different content on individual pages, so that the layout can sometimes be a bit overwhelming.
Liked: the diversity. It really does contain everything from knowledge and adventure to magic tricks and vacation tips. As someone from Graubünden, I of course really liked the Capricorn story.
Did not like: It seems to me that the Papi-Spick is very much designed for dads with sons. But, as I know from my own experience, there are also dads who have daughters. I would like to see more "What does the daddy do with the daughter without this one becoming a son ..." And see below: The ego test ...
Already tried a tip/trick/trip? I haven't tried anything yet, but I could use one or the other knowledge topic very well for myself. Things I didn't know - or no longer know. For example, the magic tricks and the different knots. Or the instructions on how to determine the age of an ibex from its horns.
What do the makers still need to hone? Fortunately, I am one of those fathers who can spend a lot of time at home. However, there are fathers who are often on the road and who lack the time - certainly unintentionally - for their children. More understanding needs to be shown for this. It has one or two times too much "admonishing finger" and "good fathers" themes for me. For example, I didn't like the ego test to find out whether you are a good father.
Yps comes back - new for adults The comic magazine Yps, which appeared between 1975 and 2000 and was particularly loved for its supplements, the gimmicks, is also venturing a new start. Egmont Ehapa Verlag, which also publishes Mickey Mouse, has announced its return for this October. The only difference is that it's no longer children who are to be enthralled, but the fans of yesteryear - today's 30- to 45-year-olds. Can you still be a secret agent at 35? The makers want to answer these and other questions. Otherwise, the content is to be adapted to the current world of the target audience. The same goes for the gimmicks. Instead of primeval crabs and submarine kits, for example, there are ten magic tricks for the next party.
