Fashion fusion

Women's magazines Ringier merges Edelweiss into Bolero In February 2003, Ringier entered the women's magazine market in German-speaking Switzerland with Edelweiss, and now the title is being merged away: It will be absorbed into Bolero, which Ringier acquired 100 percent retroactively as of July 1, 2003. "Ringier intends to expand its position in the fashion and lifestyle segment by merging the two products under the Bolero luxury magazine brand," the communiqué states. The last Edelweiss issue will be published at the end of November (December issue), followed at the end of January 2004 by the merged Bolero issue with a slightly increased circulation. This is because Edelweiss previously had a circulation of "around 10,000 to 20,000 copies, including trial subscriptions", explains Johannes Hummel, Deputy Head of Ringier Magazines German-speaking Switzerland. The media company is taking over the entire Bolero crew, but is making Edelweiss redundant. All Bolero activities will continue. Bolero and Edelweiss in French-speaking Switzerland will work together editorially and in publishing; details are still being discussed. (mk)