Open air with Openair-Guides
Festival Guides The open-air season begins in the summer, but the advertising campaign has already kicked off.
Festival guides The open-air season starts in summer, and for advertising it has already begun: every publisher's wish is for lavish editions filled with lots of good advertising. They don't have to be active in sales, because the customers will come of their own accord. Illusion? The ideal case exists. The most comprehensive of all open-air guides, Summer 07, is practically full. At the Mediabox marketing agency, it's already peak season months before the official start of the open air. "We are literally being overrun," says Managing Director Sandro Proietto. Mediabox attributes the enormous demand to the magazine concept. In terms of content, the guide offers more than most festival guides and special supplements. Organizers such as Philippe Cornu from the Gurten Festival appreciate the completeness and variety of information. The elaborately produced magazine also enjoys a good reputation among readers. Which has its price. Florian Biafori from Mediabox calculates that the editorial content alone is many times more expensive than the complete production of a special open-air supplement for one of the larger newspapers in Switzerland. The copywriters are expensive. They belong to the "crème de la crème" of Swiss music journalism.
More background articlesIn addition to the industry leader, other open-air agendas are also vying for the favor of open-air enthusiasts. Just in time for the start of the season, a festival magazine will be enclosed with the SonntagsZeitung at the end of May. A detailed reference work, but not with the same claim to completeness as Sommer 07, the makers only present the raisins from pop, classical music, theater and exhibitions. It is also likely to be the only open-air guide to music from abroad. For the first time, readers will find more background articles and interviews. However, the response from advertisers is still modest. The first inquiries have been coming in since last week, but there is no sign of a rush, according to those responsible at SonntagsZeitung.
20 Minuten is trying a new strategy this year. With "The Guide 2006" in pocket format, it has "outguided" itself. Instead, Tamedia is focusing on high society. Tamedia is producing the 20 Minuten Week weekend edition on glossy paper for open-air enthusiasts. Not for the first time. At Christmas, the Week edition was already available on fine paper. Music is one of 20 Minuten's areas of expertise. For the 2007 festival season, the free newspaper is planning an "Internet content special" and its own festival web radio. How has the advertising industry reacted to the offer? Sales manager Marco Gasser: "We're not exactly inundated with inquiries, but sales are going well." This festival year is also a special one. Advertisers are still reacting cautiously because there is no major event such as the World Cup or European Championships, says Gasser.
Trend Magazine is satisfied with the current advertising situation. The magazine features several specials on the subject of outdoor parties. According to publishing director José Samanas, the mini preview in May is almost fully booked. Blick's Openair Extra is also well on course. Incidentally, this is the guide with the highest circulation. Although it is not "overrun", it is better off than other in-house publications, according to Ringier executives.
Open-air visitors are spoiled for choice. It remains to be seen which festival guide will do the trick. The guides couldn't be more different in terms of appearance and content. The newspaper special editions are editorial concentrates that selectively present the highlights to a wide audience. The scene booklets, on the other hand, are veritable open-air encyclopaedias that are packed with interesting details.
Christian Lüscher
More background articlesIn addition to the industry leader, other open-air agendas are also vying for the favor of open-air enthusiasts. Just in time for the start of the season, a festival magazine will be enclosed with the SonntagsZeitung at the end of May. A detailed reference work, but not with the same claim to completeness as Sommer 07, the makers only present the raisins from pop, classical music, theater and exhibitions. It is also likely to be the only open-air guide to music from abroad. For the first time, readers will find more background articles and interviews. However, the response from advertisers is still modest. The first inquiries have been coming in since last week, but there is no sign of a rush, according to those responsible at SonntagsZeitung.
20 Minuten is trying a new strategy this year. With "The Guide 2006" in pocket format, it has "outguided" itself. Instead, Tamedia is focusing on high society. Tamedia is producing the 20 Minuten Week weekend edition on glossy paper for open-air enthusiasts. Not for the first time. At Christmas, the Week edition was already available on fine paper. Music is one of 20 Minuten's areas of expertise. For the 2007 festival season, the free newspaper is planning an "Internet content special" and its own festival web radio. How has the advertising industry reacted to the offer? Sales manager Marco Gasser: "We're not exactly inundated with inquiries, but sales are going well." This festival year is also a special one. Advertisers are still reacting cautiously because there is no major event such as the World Cup or European Championships, says Gasser.
Trend Magazine is satisfied with the current advertising situation. The magazine features several specials on the subject of outdoor parties. According to publishing director José Samanas, the mini preview in May is almost fully booked. Blick's Openair Extra is also well on course. Incidentally, this is the guide with the highest circulation. Although it is not "overrun", it is better off than other in-house publications, according to Ringier executives.
Open-air visitors are spoiled for choice. It remains to be seen which festival guide will do the trick. The guides couldn't be more different in terms of appearance and content. The newspaper special editions are editorial concentrates that selectively present the highlights to a wide audience. The scene booklets, on the other hand, are veritable open-air encyclopaedias that are packed with interesting details.
Christian Lüscher
