Saab thunders facts on
The news magazine is launching the longest ad spread on its front page
The news magazine launches the longest advertising section on its front pageBy Daniel Schifferle Compared to the new special advertising format, the altar fold is just a small prelude: The new fold-out front page of Facts offers no less than eleven pages of advertising space. However, if you want to advertise with this banger, you have to dig deep into your pockets: the prominent appearance, which Saab is affording for the first time, costs 1,200,000 francs.
Readers of this week's issue of Facts have their work cut out for them. Because on the front page they are presented with a defoliation game that they will hardly be able to resist: This time, the cover is a thick bundle of six layers of paper.
No fewer than eleven entire pages of advertisements are waiting to be viewed by subscribers and newsstand buyers once the rather elaborate unfolding process has been completed. The previously known altar fold with its one or two fold-out pages looks rather thin-skinned in comparison.
An expensive affair and a technical challenge
The new prominent advertising space in the Tamedia news magazine is occupied by the launch campaign for the Saab 9-3 Sport Sedan, which has been widely launched in recent weeks. However, Fisch Meier Direkt had to revise the concept of the Saab supplement so that the campaign idea could be accommodated appropriately on the eleven pages.
Facts publishing director Christoph Marty copied the idea for the advertising hit from Stern magazine. The latter had published the advertising flyer with the multiplied front page in the issue of
May 8, 2002 for the first time.
The unusual advertising schedule poses a particular challenge for production and editorial staff. "Instead of on Wednesday morning, as is normally the case, the front page has to be delivered on Monday morning," explains Marty. The editorial team had therefore expressed some concern because the timeliness could suffer as a result. A lot of persuasion was necessary.
However, there is still a certain risk for the respective customer. "If the Pope dies or if the USA attacks Iraq, we would have to be able to adjust the front page at very short notice - and the advertising package would then also disappear. But we have to take this risk, because we can't restrict the editorial team to such an extent that it is no longer possible to react to current events," says Marty.
It was also very difficult to find a print shop capable of printing the unusually long advertising campaign. However, the Kyburz print shop in Dielsdorf was finally found. However, the elaborate product has its price: the production costs amount to a hefty 35,000 francs. This includes a slightly thicker paper than is usually used for the cover page. This is to prevent tearing during the complicated unfolding process.
The advertising space package should be used sparingly
However, Marty is convinced that the offer, which is not exactly cheap, will sell despite the advertising market crisis. "For an exceptional service that stands out so clearly from the mainstream, people are still prepared to pay a little more today," he explains. In any case, those customers who have been presented with the new form of advertising have reacted positively across the board.
Nevertheless, it should be used sparingly - so as not to put too much strain on readers and the editorial team: Marty would like to have his latest advertising child in the magazine around three times a year. After all, you don't book such an offer for just any product. "Customers use this banger for really big stories, such as the launch of the new Saab 9-3 Sport Sedan."
Subscriber advertising with link
Readers of this week's issue of Facts have their work cut out for them. Because on the front page they are presented with a defoliation game that they will hardly be able to resist: This time, the cover is a thick bundle of six layers of paper.
No fewer than eleven entire pages of advertisements are waiting to be viewed by subscribers and newsstand buyers once the rather elaborate unfolding process has been completed. The previously known altar fold with its one or two fold-out pages looks rather thin-skinned in comparison.
An expensive affair and a technical challenge
The new prominent advertising space in the Tamedia news magazine is occupied by the launch campaign for the Saab 9-3 Sport Sedan, which has been widely launched in recent weeks. However, Fisch Meier Direkt had to revise the concept of the Saab supplement so that the campaign idea could be accommodated appropriately on the eleven pages.
Facts publishing director Christoph Marty copied the idea for the advertising hit from Stern magazine. The latter had published the advertising flyer with the multiplied front page in the issue of
May 8, 2002 for the first time.
The unusual advertising schedule poses a particular challenge for production and editorial staff. "Instead of on Wednesday morning, as is normally the case, the front page has to be delivered on Monday morning," explains Marty. The editorial team had therefore expressed some concern because the timeliness could suffer as a result. A lot of persuasion was necessary.
However, there is still a certain risk for the respective customer. "If the Pope dies or if the USA attacks Iraq, we would have to be able to adjust the front page at very short notice - and the advertising package would then also disappear. But we have to take this risk, because we can't restrict the editorial team to such an extent that it is no longer possible to react to current events," says Marty.
It was also very difficult to find a print shop capable of printing the unusually long advertising campaign. However, the Kyburz print shop in Dielsdorf was finally found. However, the elaborate product has its price: the production costs amount to a hefty 35,000 francs. This includes a slightly thicker paper than is usually used for the cover page. This is to prevent tearing during the complicated unfolding process.
The advertising space package should be used sparingly
However, Marty is convinced that the offer, which is not exactly cheap, will sell despite the advertising market crisis. "For an exceptional service that stands out so clearly from the mainstream, people are still prepared to pay a little more today," he explains. In any case, those customers who have been presented with the new form of advertising have reacted positively across the board.
Nevertheless, it should be used sparingly - so as not to put too much strain on readers and the editorial team: Marty would like to have his latest advertising child in the magazine around three times a year. After all, you don't book such an offer for just any product. "Customers use this banger for really big stories, such as the launch of the new Saab 9-3 Sport Sedan."
Subscriber advertising with link
Because the front page and back cover consist of a single sheet, it is essential that the back cover pages are also produced during production. In the case of Facts' new special advertising format, there are therefore three further full pages - in addition to the fourth cover page - which can also be used for advertising. However, these three pages are not part of the package. They are normally used for the publisher's own activities (subscriber advertising). However, links are not excluded, as the current example shows: Subscriber advertising is linked to a competition in which there is a brand new Saab to be won. (dse)
