Looking bookworms in the face

Media The magazine published by Tamedia has its literary campaign. The necessary reading aid is provided by a campaign by Ruf Lanz.
it would be the surprise, said its editor-in-chief Res
Strehle recently in an Advertising Week
Interview. This is likely to include the
magazine launched last weekend
Edition with "20 of the most beautiful
books of the 20th century" hardly fall. Admittedly, such
side business models in the Swiss media landscape are a more recent
appearance - but Blick already landed a success in January with
was the first newspaper to launch its CD campaign. Generating for a long time
Publishing houses in Italy and since 2004 also in Germany
(SüddeutscheZeitung library) generated considerable additional revenue with the
Sale of high-circulation and low-cost products.

Focus on Swiss literature
And now the weekend supplement of the Tages-Anzeiger, the Basler
Zeitung and the Berner Zeitung. But the element of surprise remained
is not enough. The 20-volume series does not have world-famous
classics, but Swiss literature. And from
Authors that not even the German literary pope
Marcel Reich-Ranicki are common. "I know most of the books
that you are bringing out in this series," he told the
deputy editor-in-chief of the magazine Peer Teuwsen in an interview,
which accompanied the introduction of the literary canon. For the
ambitious project, which, according to project manager Claudius Wirz, is at least
break-even point was by no means spilled: to achieve the
To get in the mood, 150000 subscribers to the SonntagsZeitung received a
free ribbon in the letterbox. The strategic goal was
With this project, we are not only focusing on additional income, because
How much is left over after the very high initiation costs is not clear in the
This is of secondary importance compared to the hoped-for experience. Only with
further follow-up projects - also for other Tamedia titles - are expected.
We can then expect substantial profits, says Wirz. The primary goal
the magazine at a literary and cultural event.
target group with an affinity for reading.

The image of the large trial balloon is not only fitting for the
seven-digit Swiss franc amount of advertising and media power, the
has probably never been used for a Swiss book series before. The
Advertising campaign - not from magazine agency McCann Erickson - from the
Ruf Lanz's pen fits in perfectly with this project: In the
In the age of eight-page ads, print campaigns like the one for the
magazine book series with its two consecutive
Double-page spread a sensational rarity.

Books linked to magazine
In addition to the media weight, the advertising idea is also unconventional.
In contrast to comparable projects in which the promotional product
the CD duo Danielle Lanz and Markus Ruf have been promoting the
books are linked to the magazine and they are presented with a sympathetic portion of
Staged with self-irony. With a wink, the initially
planned series of advertisements with ten motifs
Product benefits. The fact that you will finally be able to get more from your partner
because after reading a magazine or a book, the bookworms
to dedicate. And as the volumes have a smaller format than the
weekend supplement, you will at least be able to see the other person's eyes again.
see

Smart in the realizations by magazine photographers such as Dan Cermak,
Tom Haller or Christian Grund were photographed, are on the one hand the
recognizable and documentary magazine photo style and on the other hand
the various locations, in which details are unobtrusively
evoke associations with the work being advertised. For example, the
Knives in the shared kitchen for Friedrich Glauser's crime novel "Matto
reigns" or the puffy ambience of Zurich's Tina Bar for Alice
Rivaz' "Sleepless Night". Further subjects with other photographers are
in preparation, says AD Katja Puccio.

The first chapter of the campaign contains advertisements and inserts,
Kiosk posters and POS measures for the book trade. Tamedias
electronic media could also be used for one of the four seasons.
Markus Ruf is keeping a low profile on further measures.
The only time he is more forthcoming is when it comes to his Swiss
Favorite author Markus Werner goes. Apart from that, he is more interested in
names like Gertrud Leutenegger, "that makes you curious about the
Reading".

Luca Aloisi