Guide to getting well
Special Interest Ringier's Gesundheit Sprechstunde is seeking success in the advertising market with a new formula.
Special Interest Ringier's Gesundheit Sprechstunde is seeking success in the advertising market with a new formula: Gesundheit Sprechstunde (GeS) will become "a package insert, an instruction manual for health", Samuel Stutz is convinced. Although the doctor and presenter of the "GeS" program on SF 2 is officially only a freelancer, as such he is the spiritus rector behind Ringier's GeS media network, and together with editorial director Theo Uhlir, Stutz has developed the magazine's new concept, which will be launched on January 14. The magazine will be brought closer to the TV program and will deal with the same topics in future. It will therefore focus on the areas of medicine, prevention and therapy. Softer topics such as wellness and beauty will only be covered if they are directly related to the topic of health.
"We bring health into people's everyday lives," says Stutz, outlining the aim: readers receive instructions on how to take responsibility for their own health. "We completely reverse the expert role: our readers become the experts for their own problems." Stutz believes this is in line with the trend: more and more people - including young people - are finding out about health themselves instead of turning to traditional authorities.
Zero issue rated positivelyA qualitative study based on the zero issue has already shown that the new formula has been well received. With more space for important topics, more infographics, better reader guidance and a larger format, the new magazine stood out from its predecessor in the respondents' assessment and, according to Stutz, scored particularly well in terms of authenticity and utility.
In the first year, the main aim is to consolidate circulation and "keep readers on board", says Martin Tamas, Commercial Director of the GeS media network. He believes that new readers can be gained primarily within the existing main target group: women over 35. "It's more difficult to reach younger people with the topic of health," says Tamas. According to Mach Basic 2004, only 22 percent of GeS readers are under 35 years old, 65 percent are women. "This has been the shape of the readership for five years," concludes Tamas.
Ringier is placing greater expectations on the advertising market. The magazine is to be brought out of the red through clearer positioning in the health sector and new forms of advertising. Individual sections of the magazine, such as a regularly published medical poster, can be sponsored. The editorial team also writes brochures or advertorials for customers, although these should be clearly marked as advertising.
From media network to service centerLast summer, Ringier spun off Gesundheit Sprechstunde (GeS) from the magazine division and created a "Health Business Unit" from the TV show, magazine and website. The aim is to achieve both editorial and commercial synergies. However, according to commercial director Martin Tamas, there will be no advertising combination of magazine and TV program. The rules at SRG and Press TV stand in the way of this. Ringier can only sell sponsorship appearances, while commercials have to be booked via Publisuisse.
For presenter Samuel Stutz, the "Health Unit" is about more than just selling advertising. "The old dream of a service center has come true," enthuses the TV doctor. In future, a wide range of health services are to be launched under the GeS label. Stutz wants to tailor "intelligent packages" for readers and viewers.
The first on the subject of weight loss will include a book from Gesundheit Sprechstunde, a preparation, a pedometer and a special measuring tape and will be launched together with the Galenica pharmacy chain. Further ideas are currently being examined. (sm)
Closer to the TV program: Gesundheit Sprechstunde.
Stefano Monachesi
"We bring health into people's everyday lives," says Stutz, outlining the aim: readers receive instructions on how to take responsibility for their own health. "We completely reverse the expert role: our readers become the experts for their own problems." Stutz believes this is in line with the trend: more and more people - including young people - are finding out about health themselves instead of turning to traditional authorities.
Zero issue rated positivelyA qualitative study based on the zero issue has already shown that the new formula has been well received. With more space for important topics, more infographics, better reader guidance and a larger format, the new magazine stood out from its predecessor in the respondents' assessment and, according to Stutz, scored particularly well in terms of authenticity and utility.
In the first year, the main aim is to consolidate circulation and "keep readers on board", says Martin Tamas, Commercial Director of the GeS media network. He believes that new readers can be gained primarily within the existing main target group: women over 35. "It's more difficult to reach younger people with the topic of health," says Tamas. According to Mach Basic 2004, only 22 percent of GeS readers are under 35 years old, 65 percent are women. "This has been the shape of the readership for five years," concludes Tamas.
Ringier is placing greater expectations on the advertising market. The magazine is to be brought out of the red through clearer positioning in the health sector and new forms of advertising. Individual sections of the magazine, such as a regularly published medical poster, can be sponsored. The editorial team also writes brochures or advertorials for customers, although these should be clearly marked as advertising.
From media network to service centerLast summer, Ringier spun off Gesundheit Sprechstunde (GeS) from the magazine division and created a "Health Business Unit" from the TV show, magazine and website. The aim is to achieve both editorial and commercial synergies. However, according to commercial director Martin Tamas, there will be no advertising combination of magazine and TV program. The rules at SRG and Press TV stand in the way of this. Ringier can only sell sponsorship appearances, while commercials have to be booked via Publisuisse.
For presenter Samuel Stutz, the "Health Unit" is about more than just selling advertising. "The old dream of a service center has come true," enthuses the TV doctor. In future, a wide range of health services are to be launched under the GeS label. Stutz wants to tailor "intelligent packages" for readers and viewers.
The first on the subject of weight loss will include a book from Gesundheit Sprechstunde, a preparation, a pedometer and a special measuring tape and will be launched together with the Galenica pharmacy chain. Further ideas are currently being examined. (sm)
Closer to the TV program: Gesundheit Sprechstunde.
Stefano Monachesi
