Everything so beautifully colorful here
The new celebrity magazine Schein has been optimized for quick browsing.
The new celebrity magazine Schein has been optimized for quick browsing.
"We don't want to be a scene magazine," says Sacha Ercolani about Schein, his new free magazine. That would be nothing new: with Kult, the mother of the Szeneheftli has already morphed into an art magazine. But Ercolani adds: "We're not aiming for cultural or intellectual heights. Schein is more straightforward: Ten minutes of light entertainment for a broad audience is the goal. What's on offer is gossip about the younger Swiss cervelat celebrities.slim, striking, simple
Nevertheless, Schein has adopted something from Kult - the essentialism that advertiser Frank Bodin likes to preach in his Kult column. The magazine is "reduced to the max" in the best sense of the word. It is supposed to have a maximum of 28 pages, ten of which are reserved for advertising. The layout is simple and striking. Red title bars and blue boxed articles lead the reader's eye at high speed over the pages to which pictures of beautiful women have first lured him. The information content is so low that what is read can be forgotten just as quickly. The only exception is the cover story, in the pilot number an interview with ex-Miss Switzerland Jennifer Ann Gerber. It extends over several pages. This tempts the reader in a hurry to wrap up Schein for a possible later reading after all. Or for a second study of Ms. Gerber's photos ...
According to Sacha Ercolani, Schein has got off to a good start. The pilot number from the end of March already contained four and a half advertising pages. The first regular issue - to be published in mid-May - is practically booked out, he says. Since Schein does not have a full-time editorial staff, costs are low. Yet ad sales are not the only profit the creators make from the magazine. It also serves as a platform for their other activities. With his company Ersa Entertainment, Sacha Ercolani is primarily active as a music producer. Among others, for Gewendolin Rich, who has an appearance in the pilot number. The agency Visage, which will launch the "Ford Supermodel of Switzerland" competition in the first edition, will act as partner for reports from the world of models. Party organizer Carl Hirschmann was not only allowed to host Schein's launch event, but also to talk about his recipe for success and his affair with Paris Hilton in the pilot number.
With presenters Shiva Arbabi (Energy Zurich), Cécile Bähler (Viva) and Claudia Lässer (Star TV) as freelancers, Schein also has a cross-media network. Party photos are provided by the nightlife platform Tilllate.ch. A report on the celebrity show "People" on Sat 1 Schweiz also gave rise to a content cooperation for the first issue.
Six times a yearSchein appears six times a year and is distributed free of charge in German-speaking Switzerland. The 50000 copies are available in trendy venues, hotels, cinemas, boutiques, galleries and fitness centers. The main target group for the celebrity magazine is 20 to 35 year olds. The publisher is Ersa Entertainment in Kriens. Behind it is music producer Sacha Ercolani, who produces the magazine on his own. He is supported by a number of freelancers. The price per page in four colors is 5900 Swiss francs.
Lots of red, lots of blue and lots of heads: pilot number from Schein.
Stefano Monachesi
"We don't want to be a scene magazine," says Sacha Ercolani about Schein, his new free magazine. That would be nothing new: with Kult, the mother of the Szeneheftli has already morphed into an art magazine. But Ercolani adds: "We're not aiming for cultural or intellectual heights. Schein is more straightforward: Ten minutes of light entertainment for a broad audience is the goal. What's on offer is gossip about the younger Swiss cervelat celebrities.slim, striking, simple
Nevertheless, Schein has adopted something from Kult - the essentialism that advertiser Frank Bodin likes to preach in his Kult column. The magazine is "reduced to the max" in the best sense of the word. It is supposed to have a maximum of 28 pages, ten of which are reserved for advertising. The layout is simple and striking. Red title bars and blue boxed articles lead the reader's eye at high speed over the pages to which pictures of beautiful women have first lured him. The information content is so low that what is read can be forgotten just as quickly. The only exception is the cover story, in the pilot number an interview with ex-Miss Switzerland Jennifer Ann Gerber. It extends over several pages. This tempts the reader in a hurry to wrap up Schein for a possible later reading after all. Or for a second study of Ms. Gerber's photos ...
According to Sacha Ercolani, Schein has got off to a good start. The pilot number from the end of March already contained four and a half advertising pages. The first regular issue - to be published in mid-May - is practically booked out, he says. Since Schein does not have a full-time editorial staff, costs are low. Yet ad sales are not the only profit the creators make from the magazine. It also serves as a platform for their other activities. With his company Ersa Entertainment, Sacha Ercolani is primarily active as a music producer. Among others, for Gewendolin Rich, who has an appearance in the pilot number. The agency Visage, which will launch the "Ford Supermodel of Switzerland" competition in the first edition, will act as partner for reports from the world of models. Party organizer Carl Hirschmann was not only allowed to host Schein's launch event, but also to talk about his recipe for success and his affair with Paris Hilton in the pilot number.
With presenters Shiva Arbabi (Energy Zurich), Cécile Bähler (Viva) and Claudia Lässer (Star TV) as freelancers, Schein also has a cross-media network. Party photos are provided by the nightlife platform Tilllate.ch. A report on the celebrity show "People" on Sat 1 Schweiz also gave rise to a content cooperation for the first issue.
Six times a yearSchein appears six times a year and is distributed free of charge in German-speaking Switzerland. The 50000 copies are available in trendy venues, hotels, cinemas, boutiques, galleries and fitness centers. The main target group for the celebrity magazine is 20 to 35 year olds. The publisher is Ersa Entertainment in Kriens. Behind it is music producer Sacha Ercolani, who produces the magazine on his own. He is supported by a number of freelancers. The price per page in four colors is 5900 Swiss francs.
Lots of red, lots of blue and lots of heads: pilot number from Schein.
Stefano Monachesi
