Addressing executives with pinpoint accuracy

 
Customer magazines A survey of the target group pointed the way for the design and implementation of the new Microsoft magazine. 
Executives are a sought-after target group for corporate and consumer magazines. Their limited attention can only be won with customized communication media. Microsoft Switzerland faced this challenge. The company planned to publish a Swiss magazine for executives. The primary target group was to be managers who do not have in-depth knowledge of IT. Needs evaluatedAt the beginning of the concept phase, Schneiter Meier Külling carried out an evaluation of the target group. "Microsoft's executive magazine should be anything but technical," explained a CFO of a medium-sized, internationally active company. "Rather, it should show me connections and provide impulses. I want to be able to ask the CIO a question afterwards that he can't answer immediately."
The survey revealed the information needs of executives. They wanted management content such as "IT and management processes", "Cost reduction and IT" and "Dealing with the complexity of IT". Executives were also looking for future topics such as: In which direction is IT developing? How will we work the day after tomorrow? If possible, the articles should be documented with facts and figures. Under no circumstances did the respondents want pure product information. Schneiter Meier Külling recommended positioning the executive magazine as a company magazine with a strong tendency towards a consumer magazine. In the future, a further move towards a consumer magazine is conceivable.
Wishes realizedThe highest quality in project areas such as text, design, photography and print can be used to attract the attention of executives. "Envision is ideally tailored to executives in terms of content and design," explains Christof Zogg, Head of Central Marketing Group at Microsoft Switzerland. Among others, Schneiter Meier Külling sought cooperation with Medard Meier, the former editor-in-chief of the business magazine "Bilanz". Together with business journalists, he ensured that the texts were tailored to the target group. The varied dramaturgy and different text forms support the attractiveness of the magazine.
Varied contentMain article of the magazine is the study "Ready, Willing and Enabled" by the Economist Intelligence Unit, which was commissioned by Microsoft. This article is about how employees use efficient IT tools to take responsibility for their own actions and increase the value of the company with their high level of commitment and productivity. The article is underlined with facts and figures and thus corresponds to a wish of the target group from the survey carried out.
This survey also provides tips on how a manager can manage the conditions for IT project success and the four hurdles that need to be overcome to ensure a successful IT project. In an interview with Elmar Ledergerber (Mayor of Zurich) and Peter Waser (General Manager of Microsoft Switzerland), readers can also find out more about the development of Zurich as an IT location and how to solve problems with the next generation of IT staff.
Attractive design The modern design of the magazine adapts the reading habits of the Internet. Various entry points (title, generous lead for main articles, highlighted quotes) and intuitive reader guidance with individual entry options support the reading experience. Studies and articles are attractively presented (concise text-to-image ratio) and enable cross-reading. The attractive design is also continued on the "Envision" website (www.microsoft.ch/envision). The handy format (26.5 cm x 20 cm) is also impressive. Alexander Scanderbeg from Zurich photographed the majority of the images and thus consistently implemented the visual language.
Facts & Figures about the Executive magazine From May 2008
the executive magazine Envision is published twice a year in Switzerland. The online edition can be found at Concept, editing & design: Schneiter Meier Külling, Zurich,