And even more stars
Women's magazines Ringier wants to launch the highest-circulation women's magazine in Switzerland and is hoping for 500,000 readers.
Baby with the provisional working title "Schweizer Illustrierte Young".
What the industry services have already reported and the publisher has already announced via
media communiqué is gradually taking shape. On
February 20, the March issue of the new monthly title
appear.
It is to be a modern, young women's magazine, elegant, focused on
expensive 200g high-gloss paper, perfect bound, containing all elements of the
classic genres and an extensive social section
contains. "If you had to sum it up in three words, they would be: Fashion,
beauty and stars," says SI publishing director and Young project manager Urs
Heller. One can confidently ask oneself whether young and young at heart
readers between the ages of 20 and 40 in the face of scarce training and
study places and career advancement opportunities on such topics
have been waiting for.
Looking across the border gives courage
But looking across the border seems to encourage the makers. "We
believe that our project is a unique selling proposition that
corresponds to the spirit of the times," says Heller. He points to the boom in
German people magazine
Gala from the Bertelsmann subsidiary Gruner und Jahr. The paper
with a circulation of over 412,000 copies recently achieved
tough competition
the best quarterly result in its history.
In Switzerland, the aim is to stand out with strong and exceptional
People stories from the existing women's and fashion magazines
stand out - for example from its own Bolero, but also from the Tamedia title
Annabelle. "We believe that the combination of classic
fashion magazine and society is very promising," says Heller. The
Makers rely on the good network of relationships in Switzerland
magazines. It's easy to get exclusive interviews where
conventional women's magazines due to the topicality or the
genres have to take a back seat, Heller knows.
In contrast to the Schweizer Illustrierte, for example
a home story quickly in the direction of style (for example, beautiful
living). However, hobbies, leisure and family must remain the classic domain of
of the parent paper - no long stories, therefore, but
rather shorter texts. "We are interested in the SI world in a
international form," explains Heller. Whether it was between Gisèle Bündchen
and Leonardo di Caprio is finally over, whether John Cleese will be
favorite actress Jamie Lee Curtis (A fish called Wanda) the
retreat from the big screen and whether Jennifer Aniston will soon be
will live with her boyfriend in Chicago: The German Gala leads the way,
which is also roughly what Ringier's new women's title will be about.
Break-even after four years
The market newcomer wants to make a big start right from the start. Already the
retail price at the kiosk is between four and five francs
the threshold for the target group is low. On the advertising side, too, the
newcomers, the advertising rates are lower than those of the
Annabelle. This is particularly interesting in view of the print run:
Without giving an exact figure, Heller is aiming to reach the
largest circulation of the genre nationwide, "so that after a short time
can say that 500,000 people read it". Measured against French-speaking Switzerland
The successful title Fémina (217845 copies) has a circulation of 250000 and
more copies. The March issue will have 148 pages
strong, with a "market
usual" distribution key for the editorial and commercial sections.
In the area of special forms of advertising, the aim is to remain conservative and
do without gags, such as the recent hole in the cover of Illustré.
Break-even should be reached after four years: "What takes longer
is not reasonable for a publisher," says Heller. The obligatory
Online presence will follow later.
14 people from Ringier titles, but also from other publishing houses.
switched to Young. They did not want to weaken the SI editorial team,
because the parent company should also benefit from the new title.
Obviously, the new editorial team is mainly made up of women.
Apparently there was a great deal of interest, which also gave the makers a
first indication of the quality of the new product. First of all
Heller himself will manage the paper together with SI editor-in-chief Marc Walder
and later appoint an editor-in-chief from the editorial team. For the
Ulrike Beling and Nina Thoenen are responsible for the leaf design.
were already involved in Bolero.
René Worni
