NZZ extends the weekend
NZZ Ticket, the new, colorful going-out agenda, comes every Thursday starting September 7
NZZ Ticket, the new, colorful going-out agenda, arrives every Thursday from September 7By Daniel Schifferle It's colorful, it has an eye-catching format, and it arrives with readers as early as Thursday: NZZ Ticket, the Neue Zürcher Zeitung's new going-out agenda, is aimed at a national audience.
The topic of going out has so far been a stepchild in the Neue Zürcher Zeitung. Apart from the brief and extremely dry Zurich weekly calendar, which is only enclosed with the City of Zurich edition and is distinguished, among other things, by an overview of church services, one has searched in vain in the NZZ for complete event tips covering the whole of Switzerland. From September 7, this gap will be filled by the new NZZ Ticket, a 60-page national events calendar produced in collaboration with the Zurich advertising agency By Heart.
NZZ Ticket is worlds away from the Zurich weekly calendar, which is not very attractive either visually or in terms of content. This is evident in the format alone: normal tabloid in height, but three centimeters narrower than the norm in width, the new Ausgehagenda stands out strikingly from the rest of the newspaper, as evidenced by the three-column pagination in the cinema section, for example. Also a step in a new direction: colorful pictures and blue-underlaid title fonts provide colorfulness, which one has searched in vain for in the NZZ in newspaper printing so far.
In terms of content, the new Ausgehagenda is divided into the sections Zurich, Switzerland and International. The fourth section, Preferences, at the end of the issue makes it easier for NZZ's fun-loving readers to choose: The editors summarize the hottest event tips on a total of three pages.
According to Kenneth Angst, deputy editor-in-chief at the NZZ, "everything the entertainment and culture industry has to offer" finds its way into the NZZ Ticket. In other words, not only classical high culture, but everything that also attracts young audiences: Parties, pop concerts, events with a mass character. However, the content of the new NZZ supplement will continue to focus on Zurich, which will fill the lion's share of the issue.
In terms of tone, NZZ Ticket restricts itself to concise references. Apart from the serialized crime novel by Roger Graf entitled "Die Reise mit Freddy" (The Journey with Freddy) on the third to last page, Ausgehagenda hardly offers any longer reading material. It is true that short reviews appear here or there. But they do not want to anticipate the pointed pens of the feuilleton and are therefore deliberately not delivered in the preview of the premiere of an event, but only in the following week.
Nevertheless, the extensive supplement gives a lot to do. Under the leadership of Claudia Baer, who has already been working as a local editor at the NZZ for ten years, six people or a total of five and a half positions will be taking care of the Thursday supplement in the future.
Hedonistic audience creates new potential
The NZZ Ticket is not only expected to provide better services for readers; it also aims to exploit new potential in the advertiser market. "We have a readership that likes to go out and spend a lot of money doing so," says publishing director Tobias Trevisan. Among the advertisers, therefore, those who offer products for a hedonistic audience are particularly targeted: Fashion, watches, cars, alcohol and cigarettes. With a page price of 7837 Swiss francs and 20 centimes for a four-color ad, they also fare better than in the main paper. Additional incentive to get on board: The introductory offer 2 for 1 is valid until the end of the year.
There is also an Internet version of NZZ Ticket (www.nzz.ch/ticket) with additional interactive services. It is being developed and expanded step by step.
The topic of going out has so far been a stepchild in the Neue Zürcher Zeitung. Apart from the brief and extremely dry Zurich weekly calendar, which is only enclosed with the City of Zurich edition and is distinguished, among other things, by an overview of church services, one has searched in vain in the NZZ for complete event tips covering the whole of Switzerland. From September 7, this gap will be filled by the new NZZ Ticket, a 60-page national events calendar produced in collaboration with the Zurich advertising agency By Heart.
NZZ Ticket is worlds away from the Zurich weekly calendar, which is not very attractive either visually or in terms of content. This is evident in the format alone: normal tabloid in height, but three centimeters narrower than the norm in width, the new Ausgehagenda stands out strikingly from the rest of the newspaper, as evidenced by the three-column pagination in the cinema section, for example. Also a step in a new direction: colorful pictures and blue-underlaid title fonts provide colorfulness, which one has searched in vain for in the NZZ in newspaper printing so far.
In terms of content, the new Ausgehagenda is divided into the sections Zurich, Switzerland and International. The fourth section, Preferences, at the end of the issue makes it easier for NZZ's fun-loving readers to choose: The editors summarize the hottest event tips on a total of three pages.
According to Kenneth Angst, deputy editor-in-chief at the NZZ, "everything the entertainment and culture industry has to offer" finds its way into the NZZ Ticket. In other words, not only classical high culture, but everything that also attracts young audiences: Parties, pop concerts, events with a mass character. However, the content of the new NZZ supplement will continue to focus on Zurich, which will fill the lion's share of the issue.
In terms of tone, NZZ Ticket restricts itself to concise references. Apart from the serialized crime novel by Roger Graf entitled "Die Reise mit Freddy" (The Journey with Freddy) on the third to last page, Ausgehagenda hardly offers any longer reading material. It is true that short reviews appear here or there. But they do not want to anticipate the pointed pens of the feuilleton and are therefore deliberately not delivered in the preview of the premiere of an event, but only in the following week.
Nevertheless, the extensive supplement gives a lot to do. Under the leadership of Claudia Baer, who has already been working as a local editor at the NZZ for ten years, six people or a total of five and a half positions will be taking care of the Thursday supplement in the future.
Hedonistic audience creates new potential
The NZZ Ticket is not only expected to provide better services for readers; it also aims to exploit new potential in the advertiser market. "We have a readership that likes to go out and spend a lot of money doing so," says publishing director Tobias Trevisan. Among the advertisers, therefore, those who offer products for a hedonistic audience are particularly targeted: Fashion, watches, cars, alcohol and cigarettes. With a page price of 7837 Swiss francs and 20 centimes for a four-color ad, they also fare better than in the main paper. Additional incentive to get on board: The introductory offer 2 for 1 is valid until the end of the year.
There is also an Internet version of NZZ Ticket (www.nzz.ch/ticket) with additional interactive services. It is being developed and expanded step by step.
