Tagi shows probably the longest ad in the world
The Tages-Anzeiger is launching a new advertising campaign and, to kick things off, is featuring a very special form of advertising in its own newspaper: a scrolling message spanning 14 pages and 3 sections, entirely dedicated to the slogan «Stay Tuned.».
The Tages-Anzeiger is launching a new advertising campaign and is showing a very special form of advertising in its own paper as a prelude: a running advertisement spanning 14 pages and 3 frets that is entirely dedicated to the claim "Stay tuned". In the style of previous Tagi advertisements, the SFLB-created ad raises questions ranging from Charles Darwin and Pastor Sieber to Britney Spears. In the "Zürich" bundle, the font even runs vertically next to the editorial columns. "This marks the start of the new campaign and at the same time we want to reinforce the claim "Stay tuned"," explained Tagi advertising manager Dominique von Albertini to Werbewoche. The advertisement is intended to clearly differentiate the Tages-Anzeiger from the free newspapers and emphasize the importance of research and background reports. In addition, the in-house advertisement is of course also intended to send a signal to the market, continued von Albertini. "We want to show that we are flexible and open to eye-catching placements. It doesn't always have to be a 1/1 or panorama page." The market has become more open to special placements in recent years: "More and more customers and agencies have advertising ideas that go beyond the classic advertisement. This has also led to greater flexibility on the media side. Competition has become tougher. In the past, selling the front page of the Tagi was not an issue - today it is possible," explains the advertising manager.
The self-advertising campaign in Tuesday's Tagi was agreed with the editorial team. The feedback from journalists has been good so far, said von Albertini. However, the running text ad is also in line with the newspaper - what would the editorial team's attitude be if the same placement, which ultimately takes up editorial space, were sold to a commercial client? "We would definitely discuss this with the editor-in-chief. If it is implemented well, I am convinced that our advertising market could warm to it," says von Albertini. "After all, everyone knows how a newspaper like the Tagi earns money." However, there are still restrictions: a so-called jacket is probably out of the question for the foreseeable future.
The self-advertising campaign in Tuesday's Tagi was agreed with the editorial team. The feedback from journalists has been good so far, said von Albertini. However, the running text ad is also in line with the newspaper - what would the editorial team's attitude be if the same placement, which ultimately takes up editorial space, were sold to a commercial client? "We would definitely discuss this with the editor-in-chief. If it is implemented well, I am convinced that our advertising market could warm to it," says von Albertini. "After all, everyone knows how a newspaper like the Tagi earns money." However, there are still restrictions: a so-called jacket is probably out of the question for the foreseeable future.
