Refreshed status quo
After 15 years, the business publication *Finanz und Wirtschaft* is giving its layout a slight refresh.
After 15 years, the business press Finanz und Wirtschaft is allowing itself a little layout refresh: improved reader guidance and a little more color, as well as more editorial coverage of structured investment products: These are the main changes that Tamedia's financial journal Finanz und Wirtschaft (FuW) will feature from June 3. Surveys of the readership have shown that they are extremely satisfied with the content, but criticize the reader guidance. The term "lead desert" was used from time to time. "We are taking this into account with a small redesign," says publishing director Martin Coninx. This is the first change since November 1991 for the magazine, whose readership is mainly made up of private investors and professional financial experts. There have been almost no changes since then.
Now, the gently renewed design features color in the previously black-and-white editorial section and is intended to make graphics, price charts and price tables easier to understand. The color is derived from the FuW blue used for the title font. Clear navigation aids on the front page and in the table of contents should make it easier for readers to find their way around. A calmer and easier-to-read font should make FuW more visually pleasing. Essentially, the redesign is intended to enhance the appeal of the magazine while retaining the restrained appearance in terms of both appearance and content, which stands for the seriousness and quality of the title.
Growing readership "We want to move with the times," says Martin Coninx about the layout changes. The long-established quality title, which is already in its 78th year, is thus focusing on a growing readership. This readership is reaching an age at which it increasingly owns its own money and therefore has an affinity for investment topics. In this sense, the paper is a first-class niche product and can make a fuss about a young urban audience.
The redesign of the title, which has a circulation of 3,5203 copies (136,000 readers) according to the last Wemf certification, is also unrelated to the realignment of the Handelszeitung. "The changes had been planned for some time. We also appeal to a different readership than the Handelszeitung," emphasizes Coninx.
René Worni
Now, the gently renewed design features color in the previously black-and-white editorial section and is intended to make graphics, price charts and price tables easier to understand. The color is derived from the FuW blue used for the title font. Clear navigation aids on the front page and in the table of contents should make it easier for readers to find their way around. A calmer and easier-to-read font should make FuW more visually pleasing. Essentially, the redesign is intended to enhance the appeal of the magazine while retaining the restrained appearance in terms of both appearance and content, which stands for the seriousness and quality of the title.
Growing readership "We want to move with the times," says Martin Coninx about the layout changes. The long-established quality title, which is already in its 78th year, is thus focusing on a growing readership. This readership is reaching an age at which it increasingly owns its own money and therefore has an affinity for investment topics. In this sense, the paper is a first-class niche product and can make a fuss about a young urban audience.
The redesign of the title, which has a circulation of 3,5203 copies (136,000 readers) according to the last Wemf certification, is also unrelated to the realignment of the Handelszeitung. "The changes had been planned for some time. We also appeal to a different readership than the Handelszeitung," emphasizes Coninx.
René Worni
