Magazines before the auction
Ten «leading magazines» are launching an online ad auction in September
Ten "leading magazines" are launching an online ad auction in SeptemberBy Daniel Schifferle Determining the price of ads yourself - this is the motto of ten leading Swiss-German magazines launching an online auction where people can haggle over ten full-page ads.
Magazines - an expensive advertising medium? "A prejudice," say the "leading magazines," an association of the ten most important German-speaking Swiss titles that came together two years ago for a genre marketing campaign. The initiators want to get to the root of this prejudice with an awareness campaign. With the campaign, they want to show that the thousand-contact prices (CPM) of magazines are not only competitive compared with other print media, but are even outstandingly low.
A planning aid featuring the ten participating titles is now available on the homepage www.fueh rendeZeitschriften.ch. In a playful way, the CPMs can be determined and compared for a wide variety of booking options and target groups. The highlight of the campaign is an online auction in which ten four-color ad pages are put up for auction, one for each participating title. Total value of the ads: 164000 Swiss francs. The auction begins on September 18 with a minimum bid of CHF 10,000. Thereafter, bidding will continue for eight days. The highest bidder will be awarded the contract on September 26 at 12 noon sharp. The auctioned ads will be placed between October 25 and 28.
A once-in-a-lifetime opportunity for a bargain? "The final bid will probably be very close to the real price," surmises Duke Seidmann, Head of Advertising Market Magazines at Ringier, "because we want to convince people of the magazines' strong price-performance ratio." In other words, if the final bid were significantly lower than the real cost of the ten ad pages, this would mean that magazine rates are generally considered too expensive.
www.fuehrendezeitschriften.ch
Magazines - an expensive advertising medium? "A prejudice," say the "leading magazines," an association of the ten most important German-speaking Swiss titles that came together two years ago for a genre marketing campaign. The initiators want to get to the root of this prejudice with an awareness campaign. With the campaign, they want to show that the thousand-contact prices (CPM) of magazines are not only competitive compared with other print media, but are even outstandingly low.
A planning aid featuring the ten participating titles is now available on the homepage www.fueh rendeZeitschriften.ch. In a playful way, the CPMs can be determined and compared for a wide variety of booking options and target groups. The highlight of the campaign is an online auction in which ten four-color ad pages are put up for auction, one for each participating title. Total value of the ads: 164000 Swiss francs. The auction begins on September 18 with a minimum bid of CHF 10,000. Thereafter, bidding will continue for eight days. The highest bidder will be awarded the contract on September 26 at 12 noon sharp. The auctioned ads will be placed between October 25 and 28.
A once-in-a-lifetime opportunity for a bargain? "The final bid will probably be very close to the real price," surmises Duke Seidmann, Head of Advertising Market Magazines at Ringier, "because we want to convince people of the magazines' strong price-performance ratio." In other words, if the final bid were significantly lower than the real cost of the ten ad pages, this would mean that magazine rates are generally considered too expensive.
www.fuehrendezeitschriften.ch
Two years ago, ten Swiss-German titles joined forces for joint genre marketing under the name "leading magazines": Annabelle, Beobachter, Bilanz, Facts, Glückspost, Schweizer Familie, Schweizer Illustrierte, Meyers, Tele and TR7. The aim: to profile the strengths of the magazine as an advertising medium in the advertiser market.
The first two campaigns in 1998 and 1999 tried to show that magazines know no summer slump, either in terms of content or usage. This year's campaign aims to draw attention to the magazines' comparatively low cost per thousand (CPM).
The current as well as the two previous awareness campaigns were created by Rüegg Werbung, Zurich. Bemberg Gedenk Media AG, Zurich, is responsible for media.
