Luxury magazine for Swiss

Inflight magazine The
The airline Swiss is not exactly bedded on roses, but nevertheless
launches a sophisticated magazine for its upmarket clientele - in addition to
to the existing Swiss Magazine.
Eight pages about Gérard Depardieu, for
once in the role of a winemaker, seven pages about not quite cheap
Private jets, an eight-page homage to Christian Dior, six pages of
about the history of champagne and five pages about a man who
sold or brokered islands all over the world - these are some
Topics in the first issue of the new inflight magazine Swiss Universe.

Since the beginning of December, the quarterly magazine has been available at
all Swiss long-haul flights in the seat pockets of the First and
Business Class. "The content of the luxury in-flight magazine will be dedicated to the noble
Adapt target group - primarily high-earning decision-makers
and stand out a little from Swiss Magazine," says Regina Maréchal, the
simultaneously as publisher, editor-in-chief and publishing director
is active. "When leafing through Swiss Universe, you can definitely get into the
come to dream," she adds. However, the concept is so
that first-class passengers can make a dream or two come true.
can also be fulfilled immediately. Maréchal has ensured that the
Wine that Depardieu makes, currently on long-haul flights
can be served.

At least one of the champagne brands described in the magazine is also
available on Swiss aircraft. "We make stories that remind
board are tangible for the readers: They can taste the wine, the
Listening to songs by a musician described or watching a movie by a
portrayed actor," says Maréchal, describing the idea.
Each is opened with a star or with people and
their success stories.

The Swiss image is being polished up
Fashion and lifestyle are part of this and tend to be more popular with men.
topics such as aviation or cars. "After all, 70
percent of all business class travelers are men," says Maréchal.
But why is Swiss launching a luxury magazine? Because the new
Parent company Lufthansa in addition to the popular Lufthansa magazine
also has a Lufthansa Exclusive? "No," says Maréchal, "I
had neither an order from Germany nor one from the
Swiss top." However, she has noticed that since 2002
existing Swiss Magazine fewer and fewer advertisements for luxury items
was on display. The reason: the "Reiseheft" appeals to advertisers in the
luxury sector appeals to too broad an audience. Without any preliminary studies,
but "completely from the gut", the busy
publishing director therefore decided to enter the luxury segment with a second magazine.
to advance. Maréchal: "I want the Swiss image with glitz and glamor
polish up."

With an eight-page layout design that was simply glued together
on the acquisition of advertisements with the aim of achieving at least one million
francs for the first four issues. Already after
The necessary advertisements were placed within a month. This meant
Maréchal to the management and was given the green light,
but with the proviso that future expenditure must be self-supporting.
have to. Not an easy task with a magazine that has been without
readership figures.

But Maréchal is confident: "In contrast to Swiss Magazine
the "luxury magazine" has the potential to turn a profit, she says. She
points on the one hand to Swiss' steadily rising passenger numbers,
The recent outsourcing of the advertising acquisition process also contributed to this:
Since January 1, the company Airpage in Zurich, which already operates the
SAS magazine, exclusively for the marketing of the
Swiss-Inflightmagazine and the entire ambient media range
(ticket envelopes, video on board, napkins ...)
responsible.    
   

Up-to-date figures again soon
Because Wemf only accepts people in Switzerland for Mach Basic
Swiss Magazine asks its international readership about
from the Wemf. Instead, it participates in the biennial
EMS study (European Media Study) like most of the other
other inflight magazines, other internationally distributed
print magazines as well as internationally broadcast TV channels such as
Eurosports or Arte. The EMS 2004 showed 385000
readers per issue.

More up-to-date figures are expected in May with EMS 2006. In contrast
Swiss Universe too new to be able to participate in EMS 2006,
suspects Airpage owner Peter Furrer. The advertisers in the
luxury sector would have welcomed the selection, however, because with Swiss
Universe is now reaching a hard-to-reach target group that Swiss
half is even international.

Higher chances of contact
Last year, the loss-making Swiss carried 9.6 million passengers.
4.1% more than in the previous year. The seat occupancy rate rose from 74.9
to 78.1 percent. In intercontinental traffic, Swiss aircraft were,
which fly to a total of 27 long-haul destinations, even 84 percent
2.7 percent more than in 2004. The European business of Swiss
stagnated (-0.1 percent), but with 8.6 percent fewer flights
utilization was better.

For all flights, the Swiss Magazine is available eight times with a circulation of
from
80000 copies, twice it appears as a double issue with 130000
copies. A 1/1-page four-color ad costs 19800
or 23000 francs. Swiss Universe is only available from
long-haul flights, a distribution in European traffic is being considered. The
Print run is 100000 copies, 1/1 page four-color costs 23000
Franconia. The next issue will be published in March.

Markus Knöpfli