New magazine focuses on Swiss customs and tradition
The Typisch magazine was published for the first time on October 23. It focuses on all areas of Swiss folk culture - from customs to swinging and folk music to crafts.
Typical. The magazine for tradition is the result of the merger of Swinging. The magazine. and the popular magazine Country&Music emerged. Both consumer magazines can look back on a successful past. "The merger was therefore not a step out of necessity," says Beat Reichenbach, Managing Director of Luzerner Bewe Medien, which Typical publish four times a year in future. "Rather, our two publishers have seen the additional opportunities that arise from a jointly launched magazine." A magazine that covers the entire spectrum of tradition and customs is a novelty in the Swiss media landscape.
People and their passions
The mix of topics that the readership of Typical is correspondingly broad. It ranges from wrestling, folk music, yodeling and traditional costumes to crafts and culinary delights. "We don't wear blinkers and interpret tradition in a relatively open and contemporary way," says Flavian Cajacob, the Typical editorially responsible. "Whatever is ultimately reflected in Switzerland's identity finds its place with us." The editorial team pays particular attention to the connection to today. "We deliberately focus on the current situation, in full awareness of the fact that the foundations for many customs and traditions were laid in the past." According to Cajacob, the focus is always on the people who live their passion with heart and soul. "They are responsible for ensuring that the future has an origin - and vice versa."
Typisch is published four times a year. The readership of the predecessor products will continue to be served with the most interesting stories and by the well-known authors from their respective favorite sport. "Tradition is lived at every wrestling festival. And there are certainly many wrestling fans who are also interested in topics from popular culture and vice versa," says Manuel Röösli. "But even those who have no connection to individual aspects of customs are guaranteed to get their money's worth at Typisch."
As a supplement provides Typical a comprehensive overview of upcoming events in the field of customs and folk culture. "Associations also have the opportunity to distribute their announcements with us in an attractive setting," emphasizes Stefan Schwarz, who as publishing director is responsible for contact with the organizations, among other things. "Some of the most important associations are already making use of this unique service, and we are in contact with others."
Typical was published for the first time on October 23, 2018 with a print run of 35,000 copies and is available at newsstands. It has 100 pages. Four issues are planned for 2019.
