Lets read Violet
A new English-language monthly magazine for expatriates
A new English-language monthly magazine for expatriatesThe Swiss International Magazine, Violet, is to be published in English for the first time at the end of this year. The editors also publish the online newspaper largeur .com, which has 600,000 page views per month, as Gabriel Sigrist explained to WerbeWoche. He and Pierre Grosjean expect a circulation of 35,000 to 40,000 copies for Violet. The magazine will mainly be sold via subscriptions. The aim is to reach 20,000 subscribers, adds Sigrist. However, Violet will also be available at newsstands and distributed via embassies, Anglo-French clubs and employees of multinational companies based in Switzerland. These will be contacted with targeted mailings, the co-publisher continues.
The predecessor failed due to its positioning
Violet's predecessor, the Geneva Post, had little luck. Launched in 1994 by Geneva lawyer Jacques Werner as a daily newspaper, it had to be converted into a weekly shortly after its launch. Just two years later, the paper's definitive end came.
At the time, media planners accused the product and its creators of being poorly positioned and the advertising rates far too high. But publisher Werner didn't want to hear the voices of the media specialists at the time. You don't need the blessing of these people to make a newspaper, he told WerbeWoche at the time.
Expatriates are increasingly interested in the host country
Violet, however, is viewed far more positively by media specialists. An English-language magazine for the more than one million people in Switzerland who speak English every day makes perfect sense. Advertising clients today increasingly want a broad and multi-layered media offering than they did six or ten years ago. The monthly magazine Violet with a national spread is therefore a welcome additional offering for national and international advertising clients.
However, reasonable advertising rates and a high editorial standard are prerequisites for the magazine's success. The behavior of Anglo expatriates has also changed. They are increasingly interested in what is happening in their host country, according to the media specialists.
This is also confirmed by Gabriel Sigrist, co-founder of Violet. Anyone who wants to have a competent say in their company, but also in their circle of friends, is increasingly obliged to deal with the environment, he says. Sigrist also sees significant differences compared to the predecessor project Geneva Post. In addition to national distribution, the monthly magazine will be accompanied by an online presence. This will make it possible to respond to current events and strengthen the service character. A great deal of importance is attached to this in Violet.
First Violet was a working title, now it will definitely be
English-speaking journalists who write as correspondents for foreign magazines in Switzerland are to ensure a high standard in the editorial section. They are obviously keen to get a job at Violet. Gabriel Sigrist confirms to WerbeWoche that he has already received numerous interesting applications.
The aim is to report on areas of interest to the international community. In addition to the editorial office in Geneva, an editorial and sales office is also planned in Zurich. The exact publication date of the first issue of Violet has not yet been set, but Sigrist and Grosjean expect it to be in December.
The name Violet was initially just a working title for the project, says Sigrist. But because violet is the color of the future and the name appealed to him, the magazine has now definitely been christened Violet. Le Nouveau Quotidien, which has since been merged, had already used the color of the future in its layout.
Anita Vaucher
The predecessor failed due to its positioning
Violet's predecessor, the Geneva Post, had little luck. Launched in 1994 by Geneva lawyer Jacques Werner as a daily newspaper, it had to be converted into a weekly shortly after its launch. Just two years later, the paper's definitive end came.
At the time, media planners accused the product and its creators of being poorly positioned and the advertising rates far too high. But publisher Werner didn't want to hear the voices of the media specialists at the time. You don't need the blessing of these people to make a newspaper, he told WerbeWoche at the time.
Expatriates are increasingly interested in the host country
Violet, however, is viewed far more positively by media specialists. An English-language magazine for the more than one million people in Switzerland who speak English every day makes perfect sense. Advertising clients today increasingly want a broad and multi-layered media offering than they did six or ten years ago. The monthly magazine Violet with a national spread is therefore a welcome additional offering for national and international advertising clients.
However, reasonable advertising rates and a high editorial standard are prerequisites for the magazine's success. The behavior of Anglo expatriates has also changed. They are increasingly interested in what is happening in their host country, according to the media specialists.
This is also confirmed by Gabriel Sigrist, co-founder of Violet. Anyone who wants to have a competent say in their company, but also in their circle of friends, is increasingly obliged to deal with the environment, he says. Sigrist also sees significant differences compared to the predecessor project Geneva Post. In addition to national distribution, the monthly magazine will be accompanied by an online presence. This will make it possible to respond to current events and strengthen the service character. A great deal of importance is attached to this in Violet.
First Violet was a working title, now it will definitely be
English-speaking journalists who write as correspondents for foreign magazines in Switzerland are to ensure a high standard in the editorial section. They are obviously keen to get a job at Violet. Gabriel Sigrist confirms to WerbeWoche that he has already received numerous interesting applications.
The aim is to report on areas of interest to the international community. In addition to the editorial office in Geneva, an editorial and sales office is also planned in Zurich. The exact publication date of the first issue of Violet has not yet been set, but Sigrist and Grosjean expect it to be in December.
The name Violet was initially just a working title for the project, says Sigrist. But because violet is the color of the future and the name appealed to him, the magazine has now definitely been christened Violet. Le Nouveau Quotidien, which has since been merged, had already used the color of the future in its layout.
Anita Vaucher
