Flown over Tyler Brûlé
The new airline Swiss is launching with an in-house-designed in-flight magazine
The new airline Swiss launches with an in-house designed in-flight magazineBy Markus Knöpfli When Swiss takes off on April 1, the Swiss Magazine will also be on board. It was designed by the same crew that produced Crossair's in-flight magazines. Zürcher Raffinerie AG was involved as the designer. Swiss designer Tyler Brûlé, on the other hand, had nothing to say.
"Swiss Magazine - Travel in style" is the full title of the Swiss in-flight magazine. However, it is uncertain whether the style of the magazine corresponds to that of Swiss logo designer Tyler Brûlé. In fact, Brûlé only got to see the magazine in the last two days, i.e. after it went to press. This was decided by Swiss Magazine publishing director Regina Maréchal.
The reason: according to Maréchal, Brûlé, who had been rejected by Swiss management as editor of the new in-flight magazine, wanted to get involved again and again as a consultant and design corrector. But she stood in front of her team of seven and the young Zurich graphic and design agency Raffinerie AG and refused to allow Brûlé to intervene in any way. "We wanted to finish the magazine. Too many cooks would only have spoiled the broth. In addition, the time in which we had to get the new magazine up and running was tight anyway."
The Swiss management seems to see it the same way. Maréchal's backing is also a sign of recognition. She has already created the in-flight magazines Crosstalk (for business travelers) and CrossTravel (for vacation travelers and families) for Crossair. Both magazines broke even after just two years. Maréchal is pursuing a similar goal with Swiss Magazine. "Swiss doesn't need a stylish design magazine, but one that appeals to a broad audience," she is convinced. As part of Swiss Corporate Communication, Swiss Corporate Publishing deliberately has its offices in the new Swiss headquarters at Basel Euro-Airport. "We want to convey the Swiss spirit to the world," she says.
Swiss Magazine is bilingual throughout (German and English) - an important cornerstone of Maréchal's concept. "After all, we expect one million readers per month, around half of whom are native German speakers," she says. In terms of content, the magazine focuses on travel.
The travel magazine takes off with 120000 copies
The cover story, which presents a Swiss destination in a kind of short film over 20 pages, is intended to show the internationality of the new airline. The lead story includes a detailed service section with a city map and addresses. On the other hand, Switzerland as the root of Swiss is also honored - with thematic photo series from each language region as well as reports on design, gastronomy or architecture. Swiss Magazine also features portraits of frequent flyers and emigrants as well as a short story by a Swiss writer, adventure trips and golf tips.
The magazine, which is published ten times a year (including two double issues), has a circulation of 120,000 copies; the double issues have a circulation of 160,000 copies. It accompanies passengers in their seat pockets on 600 flights a day to 126 destinations in 59 countries. It is also available in hotels and lounges and can be subscribed to. It is marketed by the new Swiss Inflight Media (see box). A full-page advertisement costs 23,000 francs, double issues 26,000 francs.
ALERT AG inherits from Target PublishingTarget Publishing, a publishing house specializing in in-flight magazines, has gone bankrupt. The reason: its customers included too many crisis airlines (Swissair, LTU, Sabena, Balair), of which Swissair and Sabena had not paid their bills since last fall. Target had published the customer magazine Swissair Gazette and most recently its slimmed-down successor The Guide for Swissair, which held a 45 percent stake in the publishing house. Target co-owner Erich Hirschi now looks after those customers who wish to continue working with him (including Orange) via Alert AG in Zurich Seefeld. Alert AG, founded in 1997 as a consultancy firm, has been kept on a low flame by Hirschi in recent years. After the Target bankruptcy, however, he expanded it and focused on customer magazines and Internet applications. Hirschi was able to re-employ eight of the 35 Target employees.
Swiss Inflight Media markets SwissWith the expansion of Crossair to Swiss and the associated expansion in the area of on-board entertainment, the marketing of the Swiss advertising platforms was transferred to the specially founded Swiss Inflight Media (SIM) in Basel. This company was founded by the former Crossair advertising manager Roger D. Müller. According to Müller, Swiss does not have a stake in SIM, but there is a partnership agreement in place. This agreement guarantees SIM the exclusive marketing of Swiss Magazine as well as Swiss refreshment packs, ticket cases, flight schedules, lounges and in-flight videos. On the other hand, SIM only markets Swiss advertising platforms. If necessary, Swiss Magazine can also be integrated into a combination with the in-flight magazines of Lufthansa and Austrian Airlines.
"Swiss Magazine - Travel in style" is the full title of the Swiss in-flight magazine. However, it is uncertain whether the style of the magazine corresponds to that of Swiss logo designer Tyler Brûlé. In fact, Brûlé only got to see the magazine in the last two days, i.e. after it went to press. This was decided by Swiss Magazine publishing director Regina Maréchal.
The reason: according to Maréchal, Brûlé, who had been rejected by Swiss management as editor of the new in-flight magazine, wanted to get involved again and again as a consultant and design corrector. But she stood in front of her team of seven and the young Zurich graphic and design agency Raffinerie AG and refused to allow Brûlé to intervene in any way. "We wanted to finish the magazine. Too many cooks would only have spoiled the broth. In addition, the time in which we had to get the new magazine up and running was tight anyway."
The Swiss management seems to see it the same way. Maréchal's backing is also a sign of recognition. She has already created the in-flight magazines Crosstalk (for business travelers) and CrossTravel (for vacation travelers and families) for Crossair. Both magazines broke even after just two years. Maréchal is pursuing a similar goal with Swiss Magazine. "Swiss doesn't need a stylish design magazine, but one that appeals to a broad audience," she is convinced. As part of Swiss Corporate Communication, Swiss Corporate Publishing deliberately has its offices in the new Swiss headquarters at Basel Euro-Airport. "We want to convey the Swiss spirit to the world," she says.
Swiss Magazine is bilingual throughout (German and English) - an important cornerstone of Maréchal's concept. "After all, we expect one million readers per month, around half of whom are native German speakers," she says. In terms of content, the magazine focuses on travel.
The travel magazine takes off with 120000 copies
The cover story, which presents a Swiss destination in a kind of short film over 20 pages, is intended to show the internationality of the new airline. The lead story includes a detailed service section with a city map and addresses. On the other hand, Switzerland as the root of Swiss is also honored - with thematic photo series from each language region as well as reports on design, gastronomy or architecture. Swiss Magazine also features portraits of frequent flyers and emigrants as well as a short story by a Swiss writer, adventure trips and golf tips.
The magazine, which is published ten times a year (including two double issues), has a circulation of 120,000 copies; the double issues have a circulation of 160,000 copies. It accompanies passengers in their seat pockets on 600 flights a day to 126 destinations in 59 countries. It is also available in hotels and lounges and can be subscribed to. It is marketed by the new Swiss Inflight Media (see box). A full-page advertisement costs 23,000 francs, double issues 26,000 francs.
ALERT AG inherits from Target PublishingTarget Publishing, a publishing house specializing in in-flight magazines, has gone bankrupt. The reason: its customers included too many crisis airlines (Swissair, LTU, Sabena, Balair), of which Swissair and Sabena had not paid their bills since last fall. Target had published the customer magazine Swissair Gazette and most recently its slimmed-down successor The Guide for Swissair, which held a 45 percent stake in the publishing house. Target co-owner Erich Hirschi now looks after those customers who wish to continue working with him (including Orange) via Alert AG in Zurich Seefeld. Alert AG, founded in 1997 as a consultancy firm, has been kept on a low flame by Hirschi in recent years. After the Target bankruptcy, however, he expanded it and focused on customer magazines and Internet applications. Hirschi was able to re-employ eight of the 35 Target employees.
Swiss Inflight Media markets SwissWith the expansion of Crossair to Swiss and the associated expansion in the area of on-board entertainment, the marketing of the Swiss advertising platforms was transferred to the specially founded Swiss Inflight Media (SIM) in Basel. This company was founded by the former Crossair advertising manager Roger D. Müller. According to Müller, Swiss does not have a stake in SIM, but there is a partnership agreement in place. This agreement guarantees SIM the exclusive marketing of Swiss Magazine as well as Swiss refreshment packs, ticket cases, flight schedules, lounges and in-flight videos. On the other hand, SIM only markets Swiss advertising platforms. If necessary, Swiss Magazine can also be integrated into a combination with the in-flight magazines of Lufthansa and Austrian Airlines.
