More tips for the Zitty
City Guides: *Der Züritipp* is making the leap from a cultural calendar to a dynamic city magazine—and gets you in the mood for the weekend as early as Thursday.
The Züritipp dares to make the leap from a culture agenda to a committed city magazine - and already accompanies the weekend on Thursdays.Züritipp, the supplement of the Tages-Anzeiger, sets out to liberate itself: On June 19, the culture agenda in tabloid format will mutate into a trendy city magazine. From now on, it will be available as a newspaper supplement on Thursdays and will be in the hands of Zurich's nightlife enthusiasts. Everything is new: the magazine's architecture, layout and content have literally been turned upside down. These radical changes were preceded by competition from NZZ (Ticket), 20 Minuten's going-out magazine (Week) and the changing reading habits of a young target group. For more than 20 years, the basic concept of the supplement, which provides information about the broad range of cultural events in the greater Zurich area week after week, was hardly changed in terms of content.
"We want to focus on
We want to cater even more to the needs of people living in Zurich's millions," says Peter Haerle, head of Zürich-Bund and Züritipp at the Tages-Anzeiger, explaining the new look. For almost a year now, he has been working on more than just giving the going-out calendar a fresh coat of paint. He was supported in this by Reto Gehrig, who as the former owner of Zurich's in-club Luv has breathed the air of the scene himself. The current owner of the Zurich agency Code has designed an airy new layout for Züritipp.
The cover with a headline in trendy typography already shows that a fresh wind is blowing - and the added claim "Stadtmagazin für Zürich" (City Magazine for Zurich) also announces the new content orientation. On the first 30 pages - a third of the average 88 pages per issue - Züritipp opens a completely different window on the city of Zurich and gives its interior a good airing.
More Zurich feelingThe new magazine core, entitled "Stadtleben" (City Life), is intended to draw readers more into the paper "by showing the diversity and liveliness of Zurich," explains Haerle. As a result of this repositioning, he also expects greater added value for the city magazine. In his opinion, the new Züritipp should "also provide new and useful information to die-hard Zurich residents. In the end, the aim was also to make the dialogue-free one-way street that Züritipp has been up to now interactive.
This claim is met right on the first page after the table of contents: An oversized search picture - usually a snapshot of a Zurich curiosity - wants to be correctly classified by the reader. The next section, entitled "Rendez-Vous," focuses on original people in the city on the Limmat. In it, not-so-ordinary contemporaries in Zurich introduce themselves to readers.
Delicacies are also promised in the "Gastronomy" section, which will be prepared by Peter Brunner, host at Kaiser's Reblaube. A special treat will be the reunion with Josef Estermann, who as a gastronomic critic will judge what is on offer from Zurich's kitchens and cellars. The principle of dialog also applies in this section. In a "mailbox," amateur chefs will receive answers to questions about their favorite pastime.
Scoring points with young readersAfter a brief excursion into "nightlife" - the selection of events and locations discussed is naturally intended to be trendier and more trendy - it's back to daylight. On the "Discover & Enjoy" page, the focus is on Zurichers' favorite pastime: beautiful things and interesting consumer goods are presented. "Because," Hearle emphasizes, "shopping is also one of the beautiful things about Zurich." However, he immediately adds that this section is a journalistic contribution of his own; no PR texts are used.
The "Tips" section emphasizes expertise and independence: Here, a bookseller, a shopkeeper for sound recordings and a DVD dealer present their personal hits in the book, CD and DVD market. And almost at the end of this new focus on "city life", the "cover story" is inserted - with "big" topics that concern all Zurich residents.
Few changes will be made to the "Cultural Life" - the agenda will be a slightly shortened version of the old edition - with the proven service around cinema, stage, music and art.
One of the main goals of the relaunch was "to make Züritipp interesting for younger readers as well," explains Haerle. That's why the nightlife magazine has been positioned in the 20 to 45 age group - slightly younger than the supporting paper Tages-Anzeiger. But the idea was also to make Züritipp attractive to new advertisers, and not just from the classified section. "The advantage for advertisers is obvious: because the Züritipp is already with readers on Thursdays, it is also used for longer," says Haerle.
Despite all the courage to redesign, the new Züritipp makers - and probably also their readers - did not want to do without an endearing self-reflection: "Zürich by Mike" remains on the full page of the new Züritipp.
Trendy typography for the cover of the Züritipp nightlife magazine redesigned by Reto Gehrig for Tamedia.
"We want to focus on
We want to cater even more to the needs of people living in Zurich's millions," says Peter Haerle, head of Zürich-Bund and Züritipp at the Tages-Anzeiger, explaining the new look. For almost a year now, he has been working on more than just giving the going-out calendar a fresh coat of paint. He was supported in this by Reto Gehrig, who as the former owner of Zurich's in-club Luv has breathed the air of the scene himself. The current owner of the Zurich agency Code has designed an airy new layout for Züritipp.
The cover with a headline in trendy typography already shows that a fresh wind is blowing - and the added claim "Stadtmagazin für Zürich" (City Magazine for Zurich) also announces the new content orientation. On the first 30 pages - a third of the average 88 pages per issue - Züritipp opens a completely different window on the city of Zurich and gives its interior a good airing.
More Zurich feelingThe new magazine core, entitled "Stadtleben" (City Life), is intended to draw readers more into the paper "by showing the diversity and liveliness of Zurich," explains Haerle. As a result of this repositioning, he also expects greater added value for the city magazine. In his opinion, the new Züritipp should "also provide new and useful information to die-hard Zurich residents. In the end, the aim was also to make the dialogue-free one-way street that Züritipp has been up to now interactive.
This claim is met right on the first page after the table of contents: An oversized search picture - usually a snapshot of a Zurich curiosity - wants to be correctly classified by the reader. The next section, entitled "Rendez-Vous," focuses on original people in the city on the Limmat. In it, not-so-ordinary contemporaries in Zurich introduce themselves to readers.
Delicacies are also promised in the "Gastronomy" section, which will be prepared by Peter Brunner, host at Kaiser's Reblaube. A special treat will be the reunion with Josef Estermann, who as a gastronomic critic will judge what is on offer from Zurich's kitchens and cellars. The principle of dialog also applies in this section. In a "mailbox," amateur chefs will receive answers to questions about their favorite pastime.
Scoring points with young readersAfter a brief excursion into "nightlife" - the selection of events and locations discussed is naturally intended to be trendier and more trendy - it's back to daylight. On the "Discover & Enjoy" page, the focus is on Zurichers' favorite pastime: beautiful things and interesting consumer goods are presented. "Because," Hearle emphasizes, "shopping is also one of the beautiful things about Zurich." However, he immediately adds that this section is a journalistic contribution of his own; no PR texts are used.
The "Tips" section emphasizes expertise and independence: Here, a bookseller, a shopkeeper for sound recordings and a DVD dealer present their personal hits in the book, CD and DVD market. And almost at the end of this new focus on "city life", the "cover story" is inserted - with "big" topics that concern all Zurich residents.
Few changes will be made to the "Cultural Life" - the agenda will be a slightly shortened version of the old edition - with the proven service around cinema, stage, music and art.
One of the main goals of the relaunch was "to make Züritipp interesting for younger readers as well," explains Haerle. That's why the nightlife magazine has been positioned in the 20 to 45 age group - slightly younger than the supporting paper Tages-Anzeiger. But the idea was also to make Züritipp attractive to new advertisers, and not just from the classified section. "The advantage for advertisers is obvious: because the Züritipp is already with readers on Thursdays, it is also used for longer," says Haerle.
Despite all the courage to redesign, the new Züritipp makers - and probably also their readers - did not want to do without an endearing self-reflection: "Zürich by Mike" remains on the full page of the new Züritipp.
Trendy typography for the cover of the Züritipp nightlife magazine redesigned by Reto Gehrig for Tamedia.
The new Züritipp: More white space, large images and topics for a younger target group - and already with the reader on Thursdays.
Daniel Schifferle
