Cinema as a pleasurable lifestyle
Under Wolfram Knorr's leadership, the film magazine *Film* aims to become more colorful, glamorous, and entertaining
The cinema magazine Film wants to become more colorful, glamorous and entertaining under Wolfram KnorrBruno AmstutzHe has built up a reputation as a sharp-tongued film critic at Weltwoche, and now Wolfram Knorr is to provide fresh impetus as the new editor-in-chief of the cinema magazine Film. Knorr wants to appeal to a broader audience and awaken a desire for the big screen.
Film wants to become bigger and broader, push down the age limit of its audience and bring more glamor to its pages. The magazine, which has been supported by the Federal Office of Culture, the Protestant and Catholic Media Service and other institutions since it was founded, is trying to become financially independent and needs to boost its advertising business. The withdrawal of church sponsors in particular presents Film with new challenges.
With Wolfram Knorr, the Ciné-Communication Foundation has taken a renowned film journalist on board. Foundation Board President Christian Gerig hopes that the name Knorr will also ring a bell in the ears of potential advertisers.
The goals that the publishing house has set itself require the expansion of advertising acquisition: publishing director Kathrin Müller of Go-Between Communications wants to achieve financial independence within two years. The current circulation of 15,000 copies for normal issues and up to 25,000 copies for events such as the Solothurn Film Festival or the Locarno Film Festival is to be increased to 30,000 to 40,000 by then. Müller will continue to manage the advertising business himself for the time being, but will outsource it in the long term.
"Lustful" is the magic word with which the ship is to be steered onto a new course. "I think the magazine was too staid, a little too staid," comments Christian Gerig. He would like to see more entertainment alongside the serious section, more people from the world of film and a more image-heavy design. But that doesn't make film a "close-up". The demands on the editorial content remain high: background reports and contexts instead of PR should continue to characterize the magazine. Gerig considers the lower age limit of the target audience to be eighteen.
Language boundaries are softened, not overcome
"The texts should be well-founded, but not bitterly serious," is how Wolfram Knorr describes his aim. With new sections, he intends to bring highbrow gossip into the magazine, but also to explore the cultural environment of cinema. For him, this also includes comics, video games or the pub afterwards - going to the movies is staged as a pleasurable lifestyle. Publishing director Müller would also like to gain added value from her good contacts in the film industry, for example in the form of a job platform.
The realignment is accompanied by a convergence of the French and German-speaking Swiss editions of Film. The editorial teams are to work more closely together. However, Knorr believes it will be difficult to completely overcome the language barrier: "Certain differences will remain. There are films that are only released in French-speaking Switzerland, and a director like Jean Luc Godard naturally has a completely different weight in the French section."
At least visually, however, the two issues will be aligned. In the August issue, the first issue with Wolfram Knorr as editor-in-chief, the new content will begin to take effect.
Film wants to become bigger and broader, push down the age limit of its audience and bring more glamor to its pages. The magazine, which has been supported by the Federal Office of Culture, the Protestant and Catholic Media Service and other institutions since it was founded, is trying to become financially independent and needs to boost its advertising business. The withdrawal of church sponsors in particular presents Film with new challenges.
With Wolfram Knorr, the Ciné-Communication Foundation has taken a renowned film journalist on board. Foundation Board President Christian Gerig hopes that the name Knorr will also ring a bell in the ears of potential advertisers.
The goals that the publishing house has set itself require the expansion of advertising acquisition: publishing director Kathrin Müller of Go-Between Communications wants to achieve financial independence within two years. The current circulation of 15,000 copies for normal issues and up to 25,000 copies for events such as the Solothurn Film Festival or the Locarno Film Festival is to be increased to 30,000 to 40,000 by then. Müller will continue to manage the advertising business himself for the time being, but will outsource it in the long term.
"Lustful" is the magic word with which the ship is to be steered onto a new course. "I think the magazine was too staid, a little too staid," comments Christian Gerig. He would like to see more entertainment alongside the serious section, more people from the world of film and a more image-heavy design. But that doesn't make film a "close-up". The demands on the editorial content remain high: background reports and contexts instead of PR should continue to characterize the magazine. Gerig considers the lower age limit of the target audience to be eighteen.
Language boundaries are softened, not overcome
"The texts should be well-founded, but not bitterly serious," is how Wolfram Knorr describes his aim. With new sections, he intends to bring highbrow gossip into the magazine, but also to explore the cultural environment of cinema. For him, this also includes comics, video games or the pub afterwards - going to the movies is staged as a pleasurable lifestyle. Publishing director Müller would also like to gain added value from her good contacts in the film industry, for example in the form of a job platform.
The realignment is accompanied by a convergence of the French and German-speaking Swiss editions of Film. The editorial teams are to work more closely together. However, Knorr believes it will be difficult to completely overcome the language barrier: "Certain differences will remain. There are films that are only released in French-speaking Switzerland, and a director like Jean Luc Godard naturally has a completely different weight in the French section."
At least visually, however, the two issues will be aligned. In the August issue, the first issue with Wolfram Knorr as editor-in-chief, the new content will begin to take effect.
