25 years of 20 Minuten: "It can't be free, can it?"
20 Minuten celebrates 25 years of media revolution. In Zurich's Papiersaal, VIPs such as Federal Councillor Albert Rösti and singer Baschi looked back on personal memories of the successful format - and the guests celebrated into the early hours.
25 years ago, 20 Minuten revolutionized journalism: compact, neutral and free - a concept that was as popular then as it is today. The anniversary was celebrated with around 400 guests from politics, business, show business and the media at the Papiersaal in Zurich. Federal Councillor Albert Rösti recalled his first encounter with the brand: "I saw the blue 20-minute boxes and thought: it can't be free, can it?" Singer Baschi also described his experiences: "I discovered 20 minutes on the train to school and learned to appreciate it."
In his speech, CEO Bernhard Brechbühl, who also worked as a journalist at 20 Minuten in the early days, looked back on the beginnings: "There was often talk of short fodder, which couldn't be real journalism. Personally, the compact narrative style in the articles, the condensation of information, convinced me right from the start. 20 minutes was always reduced to the max! That's why we are always worth our users' time."
The anniversary celebration offered numerous highlights, including various experience rooms that brought 25 years of 20 minutes to life. In the "Back to 1999" room, guests could play retro video games and marvel at a collection of posters from the 90s. In the Beauty Room, visitors were styled and photographed for their own 20 Minutes cover, while the Swiss Room presented works of art inspired by 20 Minutes. In the Weather Room, photo motifs in the clouds and a ball pool enticed visitors, and in the Break Room, some dared to take a look into the future with a fortune teller. In the Digital Room, guests were able to slip into other roles with the help of AI.
On stage, Albert Rösti emphasized the importance of neutral reporting for direct democracy: "Especially in our direct democracy, in which the people can also decide on complex issues at the ballot box, balanced and informative reporting is important. Media such as 20 Minuten are responsible for conveying all the necessary information and the different points of view. It is easier for the population to form their own opinion if different views are presented in a way that is appropriate for the target audience. Switzerland's political system needs a broad spectrum of political views. 20 Minuten plays an important and positive role in this context."
Music acts such as Naomi Lareine, Stress and Nemo set the mood and people danced until dawn. An anniversary to remember - just like the first blue 20-minute boxes 25 years ago.
