New concept approaches for employee publications
Inspiring ideas are often hard to come by in employee publications.
In many cases, the magazines present themselves as a potpourri in which texts and images are filled without a clear structure and with a lack of content dramaturgy. As a result, companies miss their chance to reach employees with relevant topics in an attractive presentation. There are enough approaches for fresh ideas - for example with the tabloid concept.
The Internet and free newspapers have greatly changed our reading habits. Short, digestible and consumable "reading snacks" are increasingly taking center stage. In print and online, we intuitively select content thanks to various entry points - for example, quotes, text boxes and links. The high proportion of images creates a visual stimulus for readers. Another special feature of the Internet and free newspapers is that both rely increasingly on dialog and interaction - be it with surveys, chats or competitions. The tabloid concept takes these strengths and adapts them to employee publications. The approach is supplemented by "anteasing" topics on the company's intranet.
The boulevard concept impresses with short, concise and comprehensible texts. Lead deserts are a thing of the past. Picture galleries underline the visual emphasis. Dialogic elements are also in the foreground. Calls to publish one's own opinion or send in pictures support reading enjoyment and reader loyalty. The clear design and clear reading guidance are convincing.
Schneiter Meier Külling expressed the advantages of the boulevard concept in a concept study. This showed that the concept works if the framework conditions are right. This means that the internal target groups could react with affinity and that the company's topics can be attractively implemented in text and images in a tabloid medium.
Big challenge
The tabloid concept is a particular challenge for the text and picture editors. The title is also a challenge: thanks to its conciseness, it ensures the reader's attention. The image selection is also crucial, so that the meaningful and dynamic images round off the overall presentation of the publication. The focus of the content makes a significant contribution to this. Current surveys show that in addition to employee news (anniversaries, birthdays, etc.) and internal events, employees also want information and background information on new products or services, organizational changes, the company's vision, strategy or goals.
The tabloid concept consistently implements these expectations by presenting relevant content to employees in a thematically varied way. Together with the exciting overall staging, the publication creates employee proximity and reading pleasure.
Christoph Tagliavini
The Internet and free newspapers have greatly changed our reading habits. Short, digestible and consumable "reading snacks" are increasingly taking center stage. In print and online, we intuitively select content thanks to various entry points - for example, quotes, text boxes and links. The high proportion of images creates a visual stimulus for readers. Another special feature of the Internet and free newspapers is that both rely increasingly on dialog and interaction - be it with surveys, chats or competitions. The tabloid concept takes these strengths and adapts them to employee publications. The approach is supplemented by "anteasing" topics on the company's intranet.
The boulevard concept impresses with short, concise and comprehensible texts. Lead deserts are a thing of the past. Picture galleries underline the visual emphasis. Dialogic elements are also in the foreground. Calls to publish one's own opinion or send in pictures support reading enjoyment and reader loyalty. The clear design and clear reading guidance are convincing.
Schneiter Meier Külling expressed the advantages of the boulevard concept in a concept study. This showed that the concept works if the framework conditions are right. This means that the internal target groups could react with affinity and that the company's topics can be attractively implemented in text and images in a tabloid medium.
Big challenge
The tabloid concept is a particular challenge for the text and picture editors. The title is also a challenge: thanks to its conciseness, it ensures the reader's attention. The image selection is also crucial, so that the meaningful and dynamic images round off the overall presentation of the publication. The focus of the content makes a significant contribution to this. Current surveys show that in addition to employee news (anniversaries, birthdays, etc.) and internal events, employees also want information and background information on new products or services, organizational changes, the company's vision, strategy or goals.
The tabloid concept consistently implements these expectations by presenting relevant content to employees in a thematically varied way. Together with the exciting overall staging, the publication creates employee proximity and reading pleasure.
Christoph Tagliavini
