Full in business again
René Lüchinger is returning to *Bilanz*, this time as editor-in-chief.
René Lüchinger returns to Bilanz, this time as editor-in-chief. "Any kind of writing is allowed, except the boring kind." This quote from Voltaire is the claim on the homepage of René Lüchinger and his publishing company. Lüchinger has lived up to the philosopher's (and mocker's) motto with four books in the last two years. "Der Fall der Swissair" has been published by Verlag der Bilanz. A book about the superbanker and hapless football club patron Rainer E. Gut will also be published there in December. On behalf of 23 exhibitors, he has written "Expo.02: Overstretched Switzerland", an analysis of the Expo between business, politics and culture. The publishing house Orell Füssli will be delivering "Bildmarken - Meilensteine der Markengeschichte" to bookshops in the next few days. Lüchinger has also realized numerous corporate publishing projects in his office on Zurich's Zollikerstrasse.
A good, or even better: a busy record for a freelance author. So what is it that entices the busy publicist to give up his entrepreneurial freedom in Zurich's prestigious location to take up a job as editor-in-chief in the industrial area? The answer to this question can be borrowed from Marshall MacLuhan: The medium is the message.
René Lüchinger worked at Bilanz from the end of the 1980s until 1995, ultimately as deputy editor-in-chief. "It's a paper where the love is still there," he says. In the meantime, Lüchinger was editor-in-chief at Facts. The business journalist managed more than 50 employees there.
In comparison, the organization of Bilanz will correspond to the management of a larger department. And the new head of the monthly magazine is also confronted with completely different facts. "Facts is mainly geared towards a younger target group. Bilanz is a magazine that is aimed more at established people." In other words, people who are normally educated, know the difference between Ebit and Ebitda and consequently suffer even more than others from a lack of time. If you want to occupy the time of these people with an editorial article, you have to offer a lot: The topic must fit, the research should be profound and the reading enjoyable.
"Bilanz has a very good name as a brand in the business world," Lüchinger is convinced. Even more than before the turn of the millennium, he wants to cultivate the advantages of a monthly title: in-depth research with a dash of glamor - and leave the journalistic quicksand to the current media. To this end, he wants to address three core target groups: The economic and political establishment, people interested in business on their way to the top. Lüchinger also wants to keep a keen eye on women: "There are a lot more women in careers today. They should be better considered in the mix of topics."
Lüchinger studied history, economics and political science in Basel and Freiburg i.Br. and wanted to become a political journalist. However, he quickly realized "that the economy and not politics is the driving force of society". When the Badische Zeitung made him an offer to work in the economics department, he found it "really exciting". He later also worked in the economics department at the former Schweizerische Politische Korrespondenz before Andreas Z'Graggen brought him to Bilanz for the first time.
By returning to Bilanz, he is interrupting his career as a book author, because "editor-in-chief is a full-time job, and I can still write books when I'm 60". Regardless, he wants to "urgently continue to cultivate" the publisher's own book series. These non-fiction books in the business sector are one of several assets of the Bilanz brand.
Lüchinger is married to a German journalist and has two children. He has a wide circle of friends, as he completed his A-levels in Madrid before going to university. His father was the production manager of a Swiss company there and gave him his first insights into the world of business.
René Lüchinger, the new editor-in-chief of Bilanz, also keeps a keen eye on women who are in the middle of their careers.
Andreas Panzeri
A good, or even better: a busy record for a freelance author. So what is it that entices the busy publicist to give up his entrepreneurial freedom in Zurich's prestigious location to take up a job as editor-in-chief in the industrial area? The answer to this question can be borrowed from Marshall MacLuhan: The medium is the message.
René Lüchinger worked at Bilanz from the end of the 1980s until 1995, ultimately as deputy editor-in-chief. "It's a paper where the love is still there," he says. In the meantime, Lüchinger was editor-in-chief at Facts. The business journalist managed more than 50 employees there.
In comparison, the organization of Bilanz will correspond to the management of a larger department. And the new head of the monthly magazine is also confronted with completely different facts. "Facts is mainly geared towards a younger target group. Bilanz is a magazine that is aimed more at established people." In other words, people who are normally educated, know the difference between Ebit and Ebitda and consequently suffer even more than others from a lack of time. If you want to occupy the time of these people with an editorial article, you have to offer a lot: The topic must fit, the research should be profound and the reading enjoyable.
"Bilanz has a very good name as a brand in the business world," Lüchinger is convinced. Even more than before the turn of the millennium, he wants to cultivate the advantages of a monthly title: in-depth research with a dash of glamor - and leave the journalistic quicksand to the current media. To this end, he wants to address three core target groups: The economic and political establishment, people interested in business on their way to the top. Lüchinger also wants to keep a keen eye on women: "There are a lot more women in careers today. They should be better considered in the mix of topics."
Lüchinger studied history, economics and political science in Basel and Freiburg i.Br. and wanted to become a political journalist. However, he quickly realized "that the economy and not politics is the driving force of society". When the Badische Zeitung made him an offer to work in the economics department, he found it "really exciting". He later also worked in the economics department at the former Schweizerische Politische Korrespondenz before Andreas Z'Graggen brought him to Bilanz for the first time.
By returning to Bilanz, he is interrupting his career as a book author, because "editor-in-chief is a full-time job, and I can still write books when I'm 60". Regardless, he wants to "urgently continue to cultivate" the publisher's own book series. These non-fiction books in the business sector are one of several assets of the Bilanz brand.
Lüchinger is married to a German journalist and has two children. He has a wide circle of friends, as he completed his A-levels in Madrid before going to university. His father was the production manager of a Swiss company there and gave him his first insights into the world of business.
René Lüchinger, the new editor-in-chief of Bilanz, also keeps a keen eye on women who are in the middle of their careers.
Andreas Panzeri
